Apologies to those purists who recognize this post’s title as a misquote of Mark Twain. In this case I’m not referring to myself, Samuel Langhorne Clemens, or indeed any human being, so I’ve gone with the more popular expression. Instead, I’m talking about campaigns – you know, those marketing tactics declared dead by many, but which brands continue to leverage for cross-channel communications. Back in February, Forrester’s Tracy Stokes used a similar analogy in her excellent post “Digital Marketing is Dead; Long Live Post-Digital Marketing: What It Means for CMOs.”
I’m resurrecting the theme because campaign management is alive and well. That being said, Customer Insights (CI) professionals now approach campaigns much differently than in the past. Smart marketers know they must engage their customers with contextually relevant content that sparks an interaction cycle and provides utility while creating a value exchange. Orchestrated appropriately, campaign management can be a key enabler for post-digital marketing.
As the healthcare industry depends increasingly on software to drive the change to value-based care from transaction-based compensation, the future of global healthcare is increasingly bound to the technology that will deliver:
Integration solutions that will allow stakeholders to share information about populations and individuals across the ecosystem.
Cloud-based solutions that will allow services to reach scale without the need for the contemporary care system or health insurance vendor to grow infrastructure.
Branded medical services, such as oncology advice engines that allow a regional cancer specialist to deliver a better quality of care because she will have, for example, access to the most advanced protocols for her patients via smart software powered by companies such as IBM but with the built-in expertise of our great medical centers such as Memorial Sloan Kettering Cancer Center.
The Rise of consumer health repositories will work against info sharing in the eco-system - crossing the divide between protected data owned by covered entities, under various global privacy laws such as HIPAA, and consumer controled data subject to the corporate policy of various business entites such as Microsoft, Apple, Samsung, and others will remain dificualt and cumbersome.
We attended the recently held CA World 2014 in Las Vegas which we estimate had about 5000 customers. Over and over we kept asking: What’s the intention of CA Technologies for this year’s event?
It’s not just that the event had Magic Johnson speaking about his past career and how he transformed from a world class athlete to a successful business man or the Tuesday night music event by Fray, a rock band from Denver, Colorado. It was the entire atmosphere of the showcase, keynotes and presentation styles which gave us the feeling this is really a new CA – a CA that wants to shed the image of suits and complex solutions and replace it with T-shirts, jeans and cool, digital solutions.
Envision a large solution floor scattered with CA Technology solutions and some of their partners; coffee, food and snack stations, surrounded by presentation theaters which featured topics like Business Intelligence, DevOps, Mobility, Security and Business Intelligence. Very different, very vogue and very modern! Most important we saw a CA which stressed that “every company is a software company and innovation is key to create a powerful advantage” (quote from Amit Chatterjee, CA Technologies during keynote on Tuesday). Sentences like “we are living in the application economy” and “mobile, the new interface for your mainframe” puzzled and excited both legacy installed base, prospects and other clients.
As analysts we have to say “Well done CA Technologies”. For attendees , next steps are how to transform into the digital business. Keynote presenters from Twitter, Facebook, Nike and Samsung made it sound like a walk in the park – reality is proving us differently, but CA is driving innovation in today’s application economy.
After years of pushing brands’ reach lower with one hand (and opening marketers’ wallets with the other) Facebook has finally announced the end of organic social marketing on its site.
In a Friday night blog post the social giant warned brands that “Beginning in January 2015, people will see less of this type of content [promotional page posts] in their News Feeds,” and admitted that brands that post promotional content “will see a significant decrease in distribution.”
Consumers undergoing a mobile mind shift will create new mobile moments in commerce. Over the last five years, US consumers have adopted smartphones at a breakneck pace – growing from just 19% in 2009 to 66% in 2014.As consumers integrate mobile into every aspect of their lives, they are turning to their mobile devices to get things done wherever they are. Consumers are undergoing a mobile mind shift: “the expectation that I can get what I want in my immediate context and moments of need. Their increasing reliance on their mobile phones gives rise to higher expectations — it has ushered in the emergence of mobile moments in which businesses can find new opportunities to meet or surpass customer expectations in payments and commerce.
The provider of your mobile workspace solutions will be more than just a provider of technology. Rather, the right provider will have to bring the right assets and experience to act as a strategic partner during the mobile mind shift transition. Therefore, a critical first step to succeed is to understand the vendor landscape for mobile workspace solutions. Picking the right service partner is particularly hard across Europe where specific user requirements and a fragmented and heterogeneous vendor landscape make the selection a complex task. My new report, Market Overview: European Mobile Workspace Services, assists CIOs in drawing up a mobile workspace strategy by providing an overview of the market and the key vendors. It includes profiles of Atos, Computacenter, CSC, HP, IBM, Orange, Telefónica, T-Systems, Unisys, and Vodafone. The key takeaways are as follows:
Business processes define mobile workspace solutions – not vice versa. CIOs need to collaborate with business-line managers to analyze and define actual business processes that can be enhanced through mobile workspace solutions. Only then can CIOs define the business technology that is required to support the business.
The European mobile workspace market is heterogeneous. Forrester data highlights big differences in business requirements and approaches regarding mobile workspace solutions. These differences make it all the more important for the CIO to select a vendor that understands specific business requirements and national markets for mobile workspace solutions.
At the same time, for business leaders, having access to quality network infrastructure represents a vital underpinning for their digital business and their long-term competitive advantage. We predict that by 2015 and beyond:
The telco business model will shift from sustaining to enabling critical infrastructure. Traditionally, the telco business model focused on sustaining operational efficiency of network infrastructure. In the years ahead, we predict a shift toward enabling solutions that support telco clients to engage with their customers more effectively. This mirrors not only the CIO’s shift from IT towards business technology but will also be the overarching theme during the transformation of the telco business model.
The pace of change for App Dev leaders has always been rather hectic. In my 32+ years as an "apps guy" - I can't recall a time when supply of technology resources ever fully satisfied all demand for the work that business leaders would like to do. Satisfying that demand has always been a challenging and constant balancing act. The past few years have heralded the age of the customer, where the voice of customers is amplified by social media and enabled by mobile applications - accelerating the pace of change for app dev & delivery leaders to a relentless pace. If you're hoping for a brief respite in 2015, it's time for rethink.