ISC2

Cybersecurity Falls Short in Organizations Undergoing Digital Transformation

While C-level executives understand the need for cybersecurity as their organizations undergo digital transformation, they aren’t prioritizing it enough, according to a recent Deloitte report based on a survey of 500 executives. The report, “The Future of Cyber Survey 2019,” reveals a disconnect between organizational
/
Teradata

AI for Industrials: Why is it different?

A few weeks ago I wrote a myth-busting post to tell the truth about using AI in industrial settings. But why is this coming up? What is different about industrial situations, and why can’t we use the cool AIs there? The data itself is difficult Industrial data
/

Digital Marketing

Successful digital marketing campaigns are being driven largely by trending technologies, specifically the Internet of Things (IoT), Big Data, and The Cloud. These may be used for a huge number of marketing applications, from optimizing the performance of sports teams to improving science and research, even helping to aid law enforcement.

Amazon Web Services’ (AWS) premier partner 2nd Watch, which focuses on shifting enterprise workloads into the public cloud, has released the results of a survey relating to 500 marketing and IT professionals that use big data. All those included in the survey are mid- to large-size companies that use trend-setting technology to drive their digital marketing initiatives and support digital marketing programs and plans. All source huge data volumes from machines, apps and websites, enabling the marketing specialists to develop highly targeted digital promotions and campaigns.

The result of the survey overall shows that there is a definite increase in confidence when it comes to using these trending technologies. The survey also indicates that companies have increasing success when it comes to using the technologies.

 

Use of Trending Technologies for Digital Marketing

The overall message of the survey is that companies are intending to expand into big data, IoT, and cloud-based technologies to improve their digital marketing programs. For instance:

  • 50 percent of respondents said they will probably use big data soon
  • About 33 percent said they will definitely use data-based digital marketing programs in the future
  • More than half (53 percent) indicated they will use IoT-based programs in future
  • Less than half (40 percent) said they use IoT to support digital marketing
  • Only 38 percent said they use big data to support their digital marketing initiatives

However, those companies that are expanding into the trending technologies are not doing so very aggressively.

What Companies Use Trending Technologies For

The 2nd Watch survey indicates that nearly a third (29 percent) of those companies using big data find that it helps them to understand customers better. Big data also helps them to improve supply chains. However less than half (47 percent) of the companies surveyed said that this form of digital marketing had been effective when it came to meeting their customer demand generation and engagement goals.

When it comes to IoT, 29 percent of respondents indicated that it helped them get a better understanding of the preferences of customers. Similarly, 24 percent found it was useful to power promotions and campaigns; and 14 percent said they used IoT to drive their mobile and customer-facing web apps. These stats might appear low, but the survey found that 70 percent had been successful in either exceeding or at least meeting their IoT-based digital marketing goals.

Perhaps not surprisingly, 41 percent of those participating in the survey said they would probably use a cloud-based data warehouse for their digital marketing efforts quite soon. Only 15 percent of respondents are already doing this. More (49 percent) said they would include internal IT resources and a third-party provider that has better (deeper) knowledge than them to manage a cloud-based data warehouse. Currently only 18 percent currently outsource all the management of their cloud-based data warehouse at the moment.

How Much Money Matters in Digital Marketing

The 2nd Watch survey found that cost is a major factor when it comes to implementing IoT-based and big data marketing programs. A total of 40 percent said cost was the biggest consideration, while 21 percent said a lack of executive support was their biggest challenge. A lack of technical skills was also identified as a huge disadvantage.

Ultimately, quite a high percentage – 39 percent – said that cost was the top benefit to use a cloud-based data warehouse to do their digital marketing. Of these, 35 percent said that flexibility was key, and 26 percent cited scalability.

By Penny Swift

Penny Swift

Penny has been a professional writer since 1984 - Penny has written more than 30 general trade books and eight college books. She has also written countless newspaper and magazine articles for: Skills on Site, Popular Mechanics (SA) and SA Conference, Exhibitions and Events Guide.

Penny has a BA in Social Sciences and currently resides in Cape Town, South Africa.

Marty Puranik

HIPAA Risk Assessment Guide for Smaller Practices

HIPAA Risk Assessment Guide Disconcertingly, one in four practices (25%) are failing meaningful use audits by the Centers for Medicare ...
Rainmaking From The Cloud - CIOs Struggle To Keep Pace With IT Demands

Rainmaking From The Cloud – CIOs Struggle To Keep Pace With IT Demands

CIOs Struggle With IT Demands In the digital era, where customers can select virtually anything with a click of a ...
Ronald van Loon

Build Your Intelligent Enterprise through a Data Fabric

The future offers interesting and exciting times ahead for most businesses. With data being a big influencer in the enterprise ...
The Current State Of Cybersecurity Shows Now Is The Time For Zero Trust

The Current State Of Cybersecurity Shows Now Is The Time For Zero Trust

The Current State Of Cybersecurity 41% of total breaches in 2017 targeted the healthcare industry, making it the most popular ...
Cisco

Cisco and IBM Cloud Announce Hybrid Cloud Partnership

/
In the current day journey towards application modernization, enterprises have a growing need to not only bring together the agility of newer microservice architectures and application development platforms like Kubernetes, ...
Tech Crunch

Libra currently looks more like a fiat currency than a cryptocurrency

/
Facebook unveiled a cryptocurrency called Libra yesterday as well as the Libra Association, a not-for-profit that will oversee all things Libra. While Libra’s white paper draws a lot of inspiration from other cryptocurrencies, the current ...
IDC

Earwear and Watches Expected to Drive Wearables Market at a CAGR of 7.9%, Says IDC

/
FRAMINGHAM, Mass., June 19, 2019 – The market for wearable devices is on track to reach global shipments of 222.9 million units in 2019, growing to 302.3 million units in 2023 ...