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So I think the first thing that is going to happen is that
as marketeers start to use rich media much more.
The demand of storage will increase,
exponentially and that is something CIO's may not have forecasted in.
and suddenly they will be asked to acquire all
enable more storage and the storage will often
need to be distributed I mean it won't be in one centralized place
that would be one challenge. The second challenge will be the pressure
on the networks within the organization as you
move around video and you move around very large files
there will be a huge pressure on the network which was designed for data,
and in all intermediate data but certainly not streaming video and the stuff like that.
And the third thing is the demand
from the marketing department and other departments on
allowing access to
lot more employees to things like You Tube,
Facebook and all the sort of social network may be using technologies like
vying and tumbler
and all these things. The issue is not so much as
along the access but the challenge of making sure
that you will not experience network breaches in security issues because of
that because
from what we have seen on the security front that hackers and crackers are now
using social media and other ways
to penetrate the corporate network and and be not
and the tools are there, they are not good enough, not
sophisticated
to stop everything and they often rely upon
the intelligence of the user's but that might be harder if you've got
lots of users and not necessarily you are not very tech savvy about such things
The third thing would be on the greater use of mobiles within the networks
as you have more
marketing campaigns and all coming more through mobile
platforms. The users
A is-will consume all this so I can put a lot of pressure on the
wireless networks in the organisations.
B is- if the marketing department start using all those they want metrics
and so how do you measure all this and the technologies which are out there
are not evolved enough to give you good metrics and so they will come back with
the CIO and say
we are spending all this money, we need to measure this,
we already using all the stuff now tell us how to do this
and I think there will be a challenge for the CIO's department
to answer those queries and it may be
beyond their existing level of competence
to do this very quickly. The next thing would be as you generate more data
there is this huge demand for big data and analyzing
patterns and shifting through that, that will put a lot of pressure on the CIO's
department because
you may need to use technologies like Hadobe
and all these things to crunch that amount of data
in a reasonable frame of time and if that's not something they are familiar
with, they will have to acquire skills in those areas
but it'll be hard for them to show ROI on it, you know if
they go to the CFO and say we need to put in all this technology and we need to
hire four
data scientist to this stuff, the
CFO is going to ask what's the ROI, and ROI since its a marketing
project
the marketing department may not be able to show the ROI, so its going to become
again one of those things
who signed the check for this and that would become a source of
conflict between that.
But, overall l guess that we will see
marketeers exploring all
avenues, they would also like to do
more sophisticated mixed media so that it's not just text not doesn't just video
but
how can you, mix all of them use it in the campaign
and how do I serve my marketing campaign across multiple platforms there they will need
help.
A lot of marketeers will look at APPs, and APPs have to be done by somebody and
these have to be customized APPs,
I don't think the marketeer's will be able to specify all thses things in so
much
in detail which a developer will require so they will need the CIO's help
them
get the APPs developed, up so that they can push them out to
the user group and so yes they will need to collaborate
and the collaboration may not be on
easy but it will happen because the
CIO's see the need for doing this and so
I think marketeers need to take the help of the CIO's as far as possible
and maybe even educate them on
what they want and show them example of the stuff.
And you know being technologies at hard, they will always very happy to see
new things and they're willing to experiment and they'll be happy to
experiment with them
to get this done. So I think that that's the good news
out there. So don't treat the CIO as a Gatekeeper who always is NO,
but look at it, give them the challenge and they would love to solve it
as long as it's a technology challenge,they will not be able to solve your marketing problems for you.