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Thursday, December 25, 2014

10 Cara tingkatkan efisiensi Cloud Anda.

Believe it or not, we are at a very critical junction point when it comes to cloud computing. Although growth has been steady, we’re about to hit a very big boom. According to the recent Cisco Global Cloud Index Report, “while the amount of global traffic crossing the Internet and IP WAN networks is projected to reach 1.6 zettabytes per year by 2018, the amount of annual global data center traffic in 2013 is already estimated to be 3.1 ZB, and by 2018 will triple to reach 8.6 ZB per year.”
So in the midst of this rapid growth, how can you improve cloud efficiency to keep your environment up and running in a proactively healthy state? Remember, in the technology world, anything and everything can (and will) happen. So, here are 10 ways to improve cloud efficiency:
  1. Utilize WANOP and load-balancing.Think QoS for the cloud, but way better. With WANOP you can truly control the flow of traffic between distributed data center locations. Plus, smart load-balancing policies can help you scale inside of your data center and into the cloud.
  2. Optimize your storage environment. Data control is the latest thing in cloud. This means creating data tiers and assigning data to the right type of storage. Know when to send workloads to flash vs spinning disk.
  3. Converged Infrastructure. Smaller, better utilization metrics, more power, greater density, and cost effective. You should give this stuff a try.
  4. Software-defined technologies (SDx). Logical abstraction is taking place around technologies we never thought would embrace it. Storage, security, networking, and even data centers. Utilize the power of SDx to truly diversify your cloud platform.
  5. Optimize the end-user experience. Adaptive user experience orchestration is really cool technology. Intelligent systems can look at latency, connection point, and many other metrics to automatically optimize the user experience.
  6. Modernize the end-point. We’ve got better zero and thin clients out there creating truly powerful computing experiences. Here’s a thought: the days of the PC, as we know it, are numbered. Make sure you think about your next hardware refresh. New solutions from Google and their Chromebooks are powered by HTML5-ready apps. Definitely worth taking a look now that virtual application and virtual desktop delivery can all be done via HTML5.
  7. Monitor, monitor, and monitor! Did I mention monitoring? Utilizing a powerful monitoring and management platform creates a proactive system where the issues can be caught in your cloud before they become major problems. Modern cloud management platforms can now span numerous data centers, locations, and workloads.
  8. Create better security. The cloud is getting bigger; so are the targets. Just look at Sony… Yikes. Imagine being on that IT team right now. Start looking at next-generation security technologies which span the logical, physical, and cloud. Also learn to be more proactive with pen-testing, and regular security review.
  9. Invest in more virtualization. Now that the hypervisor is a bit more agnostic, systems running on top of a virtual platform can integrate with other data center components much easier. Virtualization, in some respects, is your entry point into the cloud. Get rid of those old clunky servers and virtualize on top ofOptimization tip #3.
  10. Automation and orchestration. Set it and forget it. Automation lets you boost resources when needed and spin down VMs when they’re no longer in use. Create logical policies to allow your cloud engine to run smooth.
There’s got to be more to cloud efficiency than listed here. Physical data center efficiencies shouldn’t be discounted, for instance. Creating better power and cooling solutions can help your data center and cloud operate better. As cloud continues to grow, we as administrators will need to become even more creative in how we optimize our platforms. That said, what are you seeing in the world of cloud optimization?

Monday, December 22, 2014

Big Data: Faster. How Sisense’s Crowd Accelerated Analytics platform can boost the banking world - International Banker

Untuk dunia finansial, gunakan Sisense untuk analisa beragam data.

Big Data: Faster. How Sisense's Crowd Accelerated Analytics platform can boost the banking world - International Banker

Big Data: Faster. How Sisense's Crowd Accelerated Analytics platform can boost the banking world

By Leron Kornreich, Communications Director, Sisense

Financial institutions and banks know what to do with traditional data. They've been using and processing huge amounts of data long before anybody was talking about Big Data, yet the financial world has been slow to join the Big Data revolution. The banking world is often described as conservative, and, until recently, hasn't been quick to adopt technological solutions to solve financial problems.

All that could be about to change. Sisense, the Big Data Company, with offices in Israel and now NYC, offers a faster, cheaper solution to data processing issues facing banks and large financial institutions. At the Strata+ Hadoop World Conference in NYC last month Sisense unveiled the latest version of their Prism BI tool- Prism 2.0 in-chip technology with Crowd Accelerated Analytics. This means that whilst other data analytics tools slow down trying to information, Sisense's Prism speeds up the more queries it has to deal with, even if they aren't under the same query. "While other solutions get clunky and costlier as load increases, SiSense Prism gets faster and overcomes the increased expenses associated with slow-downs," says Amit Bendov, CEO, SiSense. "It's like we're breaking the laws of physics. We call it power querying."

Non-traditional data sources

Big Data Analytics Solutions, such as Sisense can pull huge amounts of data, including from non-traditional sources including social media and search engine queries, and can process it to help financial institutions gain greater insight into their customers, and into their transactions. Most Big Data solutions slow down when processing huge amounts of data, resulting in processing that is costly and slow. Prism 2.0 Crowd Accelerated Analytics maximises data processing, both from traditional and non-traditional sources for banks and other institutions with large-scale financial data, allowing different team members to query and process the same data set without slowing down the processor.

Improved customer relationships, better risk management

Big Data Analytics such as SiSense Prism 2.0 offer financial institutions the possibility of improving their customer relations, by using non-traditional data to understand their customer behaviour. By collecting data both from social media and google search a bank will better understand it's online reputation, and how better to offer their customers what they are looking for.

Big Data also helps banks and other financial institutions with their risk management. Combing social data, news sources and other available information together with tradition financial data the bank may hold allows them to get a clearer picture of transactions, and the risk they involve. Big Data is vital for traders, and other financial professionals deal with high-risk transactions, and the speed the data is processed is crucial to financial success.

Big Data Analytics may offer a boost to the financial world, but processing all that data gets expensive, and when dealing with the massive data input of the banking world, any established data solution was bound to be slow. Cue SiSense's release of Prism 2.0 last month. Now Big Data solutions are quicker, because the more data is inputted the faster the results will be. SiSense's Crowd Accelerated Analytics are a revolution for the banking word precisely because the product can handle massive data, whilst maintaining optimum speed, even for complex queries.

Unlike some enterprise BI products, Prism 2.0 In-chip technology is relevant to financial organizations and institutions of all sizes. SiSense is democratizing Big Data Analytics by pioneering a new approach that enables organizations of all sizes to make sense of their data. SiSense Prism™ — powered by Elasticube™ technology — delivers unmatched performance, agility & value. With customers in 49 countries, including global brands like Target, ESPN, Merck and NASA, SiSense was recently recognized as one of the "10 Most Innovative IT Ventures" at Under the Radar and designated a company to watch by Information Management and Prism won the "Audience Choice" award at the O'Reilly Strata Conference.

Via Dolphin Browser

Sunday, December 21, 2014

Five Things That Will Happen in 2015 According to OpenText

Five Things That Will Happen in 2015 According to OpenText

The future, as envisioned by Waterloo-based tech titan OpenText.
1. Cloud becomes the new normal
"The cloud will be embraced en masse in 2015 because the benefits are huge," the Canadian company believes. "By digitizing information-intensive processes, costs can be cut by up to 90% and turnaround times improved by several orders of magnitude."
What they expect to see by year end is a world of hybrid deployments in which some information and applications reside in the cloud and the remainder resides on premise. Data security is a top priority, and a hybrid model allows organizations to balance their workload, meeting all their data sovereignty requirements while leveraging the power of the cloud.
2. Digitization begins the next massive displacement and migration of labour
The employment landscape will be in flux throughout 2015, the early stages of what they expect to be "the next significant labour displacement in history."
Digital technologies like the Internet of Things, wearable technologies, and mobile and smart devices will force organizations to change the way they engage customers, and develop and deliver new products and services. "Analytics will become ubiquitous, bringing intelligence to every process," OpenText says. "Robotics, smart machines, and artificial intelligence will infiltrate new parts of the organization and automate positions that are repetitive and transactional in nature. In time, we could see 20 to 30 million jobs migrate or disappear."
It’s not all doom and gloom, though—rather a shift from transactional jobs to tacit jobs. Tacit jobs require data analysis, judgement, and problem solving skills, as well as the ability to think creatively, communicate effectively, and collaborate in teams, says OpenText. Tacit jobs are predicted to grow two-and-a-half times faster than the transactional segment and CEOs will soon recognize the skills gap around tacit jobs for technology.

3. New startups will mesh digital and physical
The year 2015 will be the year that we see an increasing amount of nimble startups outpacing established enterprises to bring new products to market faster, according to OpenText: "Technological advances like 5G networks, more processing power, advances in storage, and cloud and mobile computing are blurring the boundaries between the physical and the virtual—between people and their technology. Startups will follow in the footsteps of Tado and Dash to leverage this “zero-distance connectivity” and offer compelling new products and services."
Startups are purists in their approach, organizing their operations around a focused sense of purpose and the promise of tremendous growth. "Agility trumps size, which makes startup culture dynamic, unstable, easy to scale, and eager to embrace (even define) new business models," the company says. "The startup philosophy entails a rapid product development cycle."
Over the next few years, we’ll see development cycles evolve from sprints to hyper-connected dashes. Innovation will become faster, more compressed, and approach the spontaneous. To keep pace in a Digital-First World, CIOs and business leaders will have to think like entrepreneurs and adopt startup strategies. Borrowing from the startup ethos will empower them to build adaptive enterprises that can proactively create opportunities for growth.

4. The world realizes the “Internet of things” is just the Internet
Everyone is buzzing about the Internet of Things. The IoT is the extension of the Internet, connecting us to millions of machines, sensors, and objects around us. "The IoT will transform the world as we know it, creating a giant, global network of devices and machines that are connected, communicating, and exchanging data," believes OpenText. "This market will see 50 billion devices connected by 2020 and a value of $14.4 trillion. Its potential impact is huge."
And while the IoT is viewed by many as a nebulous, futuristic concept, in reality, it already exists: we wear pedometers, smart watches, and cameras; our pets are microchipped; and we drive cars with built-in sensors. Thanks to the IoT, many of our everyday appliances will soon have the ability to self-monitor and communicate with a network—think Marge’s fully automated “Ultrahouse 3000” in the Simpsons.
"Organizations in both the public and private sector are already using sensor-based technologies to improve inventory control and manage energy through smart grids," says the company. "As we progress through 2015, more and more people will come to realize the IoT is simply the next evolution of the Internet."

5. The Chief Data Officer and Chief Digital Officer will become mainstream
To help guide the enterprise on its journey to digital transformation, two C-level roles will find themselves at the executive table: the Chief Data Officer and the Chief Digital Officer. While their roles are unique, both will focus on the strategic importance of information in a digital economy. 
The Chief Digital Officer will be the executive advocate for the digital customer and will emerge to oversee both the strategy and the technology for a seamless and satisfying digital customer experience. According to Gartner, 25% of businesses will have a Chief Digital Officer by the end of 2015.
The Chief Data Officer will emerge as the executive advocate for data management—using the exploding volumes of data and analytics to improve decision making and identify new revenue opportunities. Across the organization, every function will want access to data and insights about their operations. The Chief Data Officer will make this possible by optimizing the management of data (integrating, deploying, securing, governing) and mobilizing their organization around an Enterprise Information Management strategy.

OpenText, an enterprise software company and leader in enterprise content management, helps organizations manage and gain the true value of their business content. OpenText brings two decades of expertise supporting millions of users in 114 countries. Working with our customers and partners, we bring together leading Content Experts to help organizations capture and preserve corporate memory, increase bra

7 E-Commerce Trends to Watch in 2015

Retailers, take note: It's a fun time to be in e-commerce.
So says Tom Caporaso, CEO of Middletown, Connecticut-based Clarus Marketing Group. The already-huge sector is only going to continue to grow next year as consumers become more comfortable shopping from their desktops and mobile devices. "The more tools we put in their pockets, the more they're going to use them and the more they're going to buy," he says.
Caporaso shared with Inc. his predictions for next year's trends in the e-commerce space. Here are seven you should familiarize yourself with to stay competitive.
1. Mobile, Mobile, Mobile
For a while now, consumers have been using mobile to research products before and after a purchase. But mobile is reaching beyond that now as consumers increasingly feel comfortable doing their shopping in an app or on a mobile site. 
2. Consumers Hold the Reins
The old adage "the customer is always right" definitely carries over into e-commerce. Consumers have access to more and more tools like comparison shopping engines and price protection, along with promotions like free shipping and cash back. "The power has really switched over to the consumer and that's not going to slow down," Caporaso says. "The race is how do you get those consumers engaged and ultimately staying with your site."
3. Efforts to Stand Out
In the age of Amazon, you need to set your online retail business apart in some way. Often that can be something as simple as good customer service or live chats on your site to help shoppers find what they're looking for. Another good example comes from Target, which offered free shipping as early as November 1 this holiday season.
4. Holiday Competition
Target's free shipping offer is part of another trend: jumping in on the holiday season as early as possible. "Consumers have roughly $1,000 to spend this holiday season, and [e-tailers are] trying to get those dollars into their store quicker," Caporaso says. "We see that trend happening next year even around other holidays like Valentine's Day or Mother's Day, because there's a very competitive nature and they need to stretch those promotions out early and often."
5. Omnichannel
Retailers that have both an online presence and a physical location are trying to connect the two with promotions like free ship to store in order to get more foot traffic. Many also are creating companion apps and mobile sites that help customers when they're in a store.
6. Driving Loyalty
One of the big challenges in retail is turning a one-time shopper into a loyal customer. "We've trained the consumer to really look for deals, [especially after] the recession of '08-'09," Caporaso said. "The key now is how do you drive loyalty on a year-round basis, not just around price but around value." It's about leveraging a one-time promotion and turning it into long-term loyalty.
7. Free Return Shipping
It's fairly common now for online retailers to offer free shipping with purchases, (especially larger ones), but the next frontier is free shipping on returns. Caporaso estimates that about 90 percent of returns still cost the consumer. And a lot of the time consumers don't understand that they'll be responsible for this cost, so it gives them a bad experience with your brand. "We believe return shipping is the next horizon on e-commerce, and [retailers] have to address it with a flat rate or making it free, or making policies really clear and concise to consumers so they know and don't feel slighted," Caporaso says.

10 Hot Consumer Trends for 2015

10 Hot Consumer Trends for 2015

The end of 2014 is approaching, and Ericsson ConsumerLab can now, in the fourth edition of its annual trend report, present the hottest consumer trends for 2015 and beyond.
Michael Björn, Head of Research, Ericsson ConsumerLab, says: "The cumulative effect of smartphones becoming part of mainstream society is astonishing. As consumers, we try out new apps and keep the ones we think improve, enrich or even prolong our lives at such a rapid pace that we don't even notice that our attitudes and behaviors are changing faster than ever. Services and products that quite recently seemed beyond imagination are now easily accepted and believed to rapidly reach the mass market. With only five years until 2020, the future really does seem closer than ever before."
The insights in the report "10 hot consumer trends for 2015 and beyond" come from Ericsson ConsumerLab's global research program, with a special focus this year on smartphone owners aged 15 to 69 in Johannesburg, London, Mexico City, New York, Moscow, San Francisco, Sâo Paulo, Shanghai, Sydney and Tokyo – statistically representing the views of 85 million frequent internet users.
These are the 10 hot consumer trends for 2015 and beyond:
1. The streamed future. Media use patterns are globalizing. Viewers are shifting towards easy-to-use on-demand services that allow cross-platform access to video content. 2015 will be historic as more people will watch streamed video on a weekly basis than broadcast TV.
2. Helpful homes. Consumers show high interest in having home sensors that alert them to water and electricity issues, or when family members come and go.
3. Mind sharing. New ways to communicate will continue to appear, offering us even more ways to keep in touch with our friends and family. Many smartphone owners would like to use a wearable device to communicate with others directly through thought – and believe this will be mainstream by 2020.
4. Smart citizens. The idea of smart cities is intriguing – but a lot of that intelligence may actually come about as a side effect of the changing everyday behaviors of citizens. As the internet makes us more informed, we are in turn making better decisions. Consumers believe traffic volume maps, energy use comparison apps and real-time water quality checkers will be mainstream by 2020.
5. The sharing economy. As the internet enables us to efficiently share information with unprecedented ease, the idea of a sharing economy is potentially huge. Half of all smartphone owners are open to the idea of renting out their spare rooms, personal household appliances and leisure equipment as it is convenient and can save money.
6. The digital purse. 48 percent of smartphone owners would rather use their phone to pay for goods and services. 80 percent believe that the smartphone will replace their entire purse by 2020.
7. My information. Although sharing information when there is a benefit is fine, smartphone owners see no point in making all of their actions open to anyone. 47 percent of smartphone owners would like to be able to pay electronically without an automatic transfer of personal information. 56 percent of smartphone owners would like all internet communication to be encrypted.
8. Longer life. Smartphone owners see cloud-based services of various kinds giving them the potential to live healthier and longer lives. Jogging apps, pulse meters and plates that measure our food are believed to help prolong our lives by up to two years per application.
9. Domestic robots. Consumers are welcoming the idea of having domestic robots that could help with everyday chores. 64 percent also believe this will be common in households by 2020.
10. Children connect everything. Children will continue to drive the demand for a more tangible internet, where the physical world is as connected as the screens of their devices. 46 percent of smartphone owners say that children will expect all objects to be connected when they are older.

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11 consumer trends for 2015

11 consumer trends for 2015

What will the best brands of the future look like? One agency has made its predictions for 2015.
In its trends forecast for the next year, branding agency Landor has made this list of upcoming consumer trends:
1. Megacities spur consumer desire for a stronger sense of belonging.
Welcome to the age of megacities and mega-developments. Urban growth is exploding at the seams, growing faster, bigger, wider and taller than ever before. As a result, there’s a rising demand for more distinctive urban environments with a stronger sense of place. Melbourne and Vancouver are just a few of the cities that have bolstered their identities in recent years, drawing millions of tourists and fostering a sense of community.
On a smaller scale, Barcelona’s infamous inner district El Raval is changing negative perceptions and encouraging local pride with a fresh campaign and identity centred around ravalejar, a new Spanish verb celebrating the neighbourhood’s edgy charm. Looking ahead, branding will play an even greater role in helping to humanise mega developments, alter viewpoints and bring communities together.
2. Naming
With more noise in the digital marketplace, where it will become harder to stand out, brands will streamline the path to sales by opting for naming that is simple. More monikers will have universal easy to grasp concepts that consumers can instantly connect to. Apple recently dropped its iconic “i” naming convention – now you have simple product descriptors such as Apple Watch, Apple TV and Apple Pay. Google has also transitioned to this elementary naming approach, with its Google Glass, Google Wallet and Google Play.
3. Millennials
It is no secret millennials are driving the growth of the marketplace. This particular group of consumers looks out for local, artisanal goods where quality is seen in the handmade. Forget label-reading, facts upfront and brand origin stories. Packaging of the future will look towards design that hails from the pre-digital era.
4. B2B over B2C
Move over millennials and consumer brands – the B2B world is fast realising the growing importance and usefulness of these social media tools in building relationships. And what better way to make connections, discover potential clients, share white papers and engage with communities, stakeholders and NGOs than on LinkedIn, Twitter and other dynamic platforms? These tools will become increasingly powerful, go-to resources for the future of B2B. For example, global shipping container company Maersk has become a surprising Twitter darling with more than 112,000 followers that has resulted in greater brand awareness and reputation.
5. What is social responsibility?
The quest for social responsibility has become an idea of the past – now it is simply expected and non-negotiable. In 2015, this conversation will expand to focus on value and quality with people seeking to work for and buy from companies that provide meaningful, authentic products and services.
Whether it’s making all-natural cleaning products and employing and educating at-risk teens, such as Manila’s Messy Bessy cleaners, or detailing the step-by-step rigorous process of how quality tees are perfected in apparel brand Everlane’s US factories, a standard of excellence beyond profitability will be the new norm.
6. Shift to personalised marketing
Goodbye mass distribution, hello niche markets. Brands will move towards more specialised offers to meet with consumers’ demand for personalised products. Honing social media listening, figuring out how to best leverage big data, and responding ASAP to changing customer wants will be the key to competing, with nimble businesses already on this rapid specialisation trend.
Holiday Inn, which was founded on consistency, is starting to shift its brand strategy towards more customised experiences that meet individual needs – from business travellers and families to young couples and adventurous singles. Coca-Cola proved it was a master of personalisation with the Share a Coke campaign in the US for which it printed bottles featuring 250 popular names, letting consumers search for their name on the shelf. Coca-Cola Israel took the trend a step further by printing two million labels individually designed by consumers.
7. Consumers declare their own definitions of beauty
Consumers continue to lead the charge for self-expression and individuality, with real and imagined beauty manifesting on opposite ends of the transformation spectrum. The beauty brands that face up and authentically join the conversation will experience the greatest success.
For example, Dove’s 2004 Campaign for Real Beauty spurred a revolution of body acceptance. Joining the band of companies who have ditched photoshop and size-zero models, lingerie brand Aerie launched “The Real You Is Sexy” campaign. Hence, in the coming year, more products, campaigns and social media discussions will surface on acceptance, health and dissent against a manufactured ideal.
8. Experiential marketing wins greatest customer loyalty
Getting people to love your brand is increasingly less about product benefits and more about creating unique meaningful experiences at every possible touch-point. In other words, those that bring mobile, online and in-store experiences together will be miles ahead in building community and loyalty.
Tesla’s Hong Kong design studio was built for hands-on adventure – not just the take-it-home kind. While you won’t be able to drive off with your very own car, you can do just about everything else to get the full-throttle experience – from 3D car customisation on touchscreens to sampling real materials to taking the sleek wheels for a spin.
9. The Chinese consumer comes of age
In 2015, marketers in China will have to take a cue from academics and economists and familiarise themselves with “rebalancing.” The concept, long bandied about in the ivory tower, is coming to the streets. The idea is simple: As the middle class grows and labour costs increase, profit margins shrink and a reliance on cheap exports for economic growth becomes untenable. Domestic household spending must begin to take on some of the burden.
But rebalancing is not so easy. Household consumption is about 37% of the gross domestic product, far lower than the 55% seen in most developed nations. However, in 2013, the Xi Jinping administration laid out an ambitious plan to boost consumption, which includes providing greater choice, access to credit and financial security.
To take advantage of this shift towards consumer consumption, marketers need to be aware of three major trends.
First, new policies are emphasising growth in western tier 3 cities, so those traditionally underserved areas must not be ignored. Second, access to personal credit increases demand for affordable, everyday luxuries. Finally, a key feature of the new policy encourages engagement with culture and entertainment. This has increased the Chinese consumer’s interest in novelty and variety in the goods they buy, creating an incredible opportunity for consumer brands.
10. Finance enters the mobile age
Move over plastic. Step aside wallets. Mobile payment has finally gone mainstream thanks to the launch of Apple Pay. Consumers have begun phone-swiping purchases and are leaving their logo-stamped bank and payment cards behind, making transactional providers less visible in the process. But this is just the cusp of on-the-go financial solutions. In 2015, we’ll see the rapid outcrop of innovative new apps and sites that help consumers manage their financial lives remotely, such as financial aggregator and DIY wealth management planner
To keep up with these new players, earn consumer confidence and deliver the seamless experience connected users expect, brands will need to build a stellar collection of trusted financial partnerships, retool their engines with rock-solid data security, and revamp user experiences for intuitive, real-time transactions.
11. Brands speak more like real people
Taking communications to the next decibel, brands will be pumping up their personality to engage with consumers on more human terms. We are talking plain, straightforward, hey-I’m-a-person-just-like-you honesty communication.
The oral care line Hello Products has rocked the hygiene market by making toothpaste and mouthwash sound utterly friendly and inviting. Zipcar has zoomed past the rental car competition with an approachable voice that speaks like your best bud. With technology exploding evermore opportunities to touch consumers, we’ll see even the smallest messages – from automatic alerts to texts and tweets –infused with more emotion.

11 Marketing Trends To Watch For In 2015

11 Marketing Trends To Watch For In 2015

The fundamentals of marketing are always going to be the same, but with the landscape changing at the speed of technology, what matters most now is how one activates the fundamentals. Smart marketers know that they need to get ahead of the trends and anticipate the next big things, or else be devoured by their competitors. Here is what I believe could be some of the most interesting developments next year:
Transparency will become the most important tool of marketing. Consumers are going to continue to exert power and influence. The idea of radical transparency is something that few brands are taking advantage of now, and most brands fight it. Next year the best brands won’t be those with the best stories, or sort of made up fictional stories, but those that will give an accurate and real time picture of what they are doing in the interest of the consumer, at any given time.
CMOs will become Chief Simplifier Officers. Most companies create complexity, especially even as the landscape itself is turning more complex. They’ve arranged themselves in endless new vertical silos, by geography, product, or function that hamper them when it comes to working more closely and with the free flow of ideas. To optimize consumer and customer engagements, CMOs will begin to put silo busting on top of their agenda and begin to think holistically about the company’s overall value proposition, integrating messages and insights across business units, geographies, and functional groups.
crystalball1We will witness the emergence of the marketing technologists. Too many companies think in terms of digital marketing. Instead, they should be thinking in terms of marketing in a digital world. The best marketer in a digital world would be the marketing technologists, people with heavy digital DNA and technology acumen. They will be integrated seamlessly with the marketing groups and will play an important role in how marketing strategies are developed and applied.
The winners will be adept at agility marketing. Social media produced a different, more elusive consumer with short-term thinking. Marketers are now chasing their daily meanderings in “likes”, “shares”, “tweets”, click-through rates, and ever more immediate but pointless metrics. The best marketers will have ever more consumer data, capable of faster adaption, shorter lead times, and always-on, real-time marketing. Instead of the next month or next quarter the focal point for the winners becomes the next hour.
Media agencies will step up and lead. Media agencies have been built to give strictly narrow media recommendations. But today creativity is the currency of an effective media placement. Media agencies will be moving from being media-facing to consumer facing. Uniquely positioned at the intersection of technology and the consumer, they will become their clients’ key strategic partner, even more so than creative agencies, as big data and technology make “Math Men” the most important asset of marketers.
Hispanic agencies will go mainstream. Hispanics are 17% of the U.S. population, and are 56% of total U.S. population growth since the last decade. U.S. Hispanic purchasing power exceeds $1 trillion and is expected to grow by 2017 80% faster than non-Hispanic. Marketers will finally pay attention next year and stop marginalizing Hispanic ad agencies. Those agencies are capable of engaging consumers well beyond this demographic. Hispanic agencies will reach the mainstream in 2015.
Marketing will shift from globalization to personalization. The world is more connected because of technology these days, but marketing is becoming more regionalized, and more localized, even more individualized, as consumers resist homogenization. Personalization is not a trend. It is a marketing tsunami, here to stay, which will transform how we think about and how we manage global brands. Companies will decentralizing their structure and increase regional and local influence.
Procurement will become more powerful. Companies will continue to maintain a cautious financial stance, and marketing procurement will continue to carry a lot of clout, driving for greater accountability and transparency. Procurement will partner more closely with the CMO, CIO, CTO and CFO to remove internal roadblock and it will become more focused on agency operations and improving efficiencies there, not just fee negotiations.
There will be a growing focus on Internal Communications. Companies will be focused on internal communications as a marketing asset. They will look at it as a key challenge and opportunity to create brand ambassadors and make sure that employees and vendors understand and live “the brand,” as well as the vision and strategy of the company.

Holding companies will start divesting assets. The legacy agencies, those that still adhere to the obsolete TV model, having become mature businesses. The ad giants have been frantically gobbling up digital agencies, but the labor intensive digital model is less lucrative than the TV-focused business model. With growing pressure on their bottom line and with fewer opportunities to grow via M&A activity there will be pressure to divest non-essential assets.
The economics of marketing in a digital world will challenge marketers. Because smart content creation should be native to the digital channel that reaches the audience, the single biggest challenge that marketers will need to solve is how to scale content in an economic way.
Avi Dan is founder of Avidan Strategies, a leading agency search and compensation consultant