Satya Nadella, the CEO of Microsoft, has made it clear that his mission is to transform Microsoft into a pure cloud platform and company. The announcement in July 2016 that the company was releasing Microsoft Dynamics 365 seems to fit perfectly with the company's move to push its customers into the cloud.
Since the earliest days of marketing, word-of-mouth advertising has been one of the most productive ways to drive sales and brand recognition. Whether "it" is a movie, a laundry detergent, a restaurant, a new car or a roofing company, people like to know what others think about it. This same tendency to seek the opinions of others is also found when people are considering an app.
Every major technological breakthrough has changed marketing. Consider how marketing campaigns were conducted prior to the invention of radio and television: display ads in newspapers and magazines, printed brochures left on doorsteps, signs in store windows, door-to-door salesmen, ads in local phone books and similar low-tech methods. The Internet, mobile devices and the Internet of Things have all been innovations that have altered the way that marketers deliver their messages, interact with consumers and built long-term relationships.
The enterprise content management industry saw many significant changes during 2016. Acquisitions, mergers and rebranding abounded. For example, OpenText announced plans to acquire Documentum and the rest of Dell's enterprise content division, while Apex Technology acquired Lexmark and rebranded the enterprise software group as Kofax. The year even saw a change in the very definition of enterprise content management; Gartner's Magic Quadrant emphasized the need for a highly personalized, more flexible approach that is context-based rather than simply a means to manage unstructured content.
Millennials, also known as Generation Y or Echo Boomers, have been a hot topic in recent years. Why?
- Millennials will comprise 75 percent of the world's workforce by 2030.
- Millennials comprise 26 percent of the American population and account for approximately $600 billion in spending nationally and an estimated $1.3 trillion globally.
Internet of Things is radically changing how companies are connecting with their customers. Virtually every industry is finding that is impacting network traffic, the volume of data collected and the ways that marketers can engage their customers. Opportunities are only going to grow; by 2020, there will be over 30 billion connected devices, according to projections by Gartner.
Amazon Go, McDonald's and KFC: Science Fiction Writers Predicted the Future of Customer Engagement Decades Ago
As any fan of sci-fi knows, the writers from the 1930s and 1940s often came surprisingly close to modern reality. They discussed a future in which robots replaced human labor, computers could learn and mobile devices could track the user's financial data. They wrote about customer interfaces that required no human interaction, a society that did not rely on physical currency and a world in which information could be accessed with a few keystrokes.
Marketing technology has come a long way since the new century dawned. As recently as the 1990s, many marketers were still relying more on "gut instinct" than hard facts, but harnessing big data helped them make more informed decisions. What passed for personalized emails was often little more than a mail merge to insert a contact's name. Target audiences were painted with a broad brush that often included more people who had no interest in the product or service than people who might actually become customers. Automated campaigns, predictive analytics, customized content, seamless connections across touchpoints and powerful marketing analytics have helped transform how — and to whom — marketers are delivering their messages.
Launching a digital transformation project can be scary. Customers are demanding more, managers are expecting to see rewards and employees are hoping that the project will make their jobs easier. You know that your project is not going to progress from inception to deployment without a few issues, but you are also aware that seemingly minor issues can snowball into project failure. With so much at stake, how can you reduce your risks and feel confident about the eventual success of your project?
Topics: Digital Transformation