Digital Marketing: A 2013 HorizonWatching Trend Report

My Digital Marketing:  A 2013 HorizonWatching Trend Report is now available out on Slideshare and I’ve embedded the slides this post below (see bottom of post).  This report contains summary information as well as insights into what trends we might see around the Digital Marketing topic during 2013.

The marketing profession is undergoing a transformation thanks to the ever changing landscape of digital technology.  Marketing professionals have to stay current on how developments in the area of cloud, mobile, social, video, big data and analytics will impact the marketing profession.  2013 promises to be another interesting year as the technology trends just mentioned are all very hot.  It’s not a stretch to say that CMOs and Marketing Departments are a little over their head.

Digital Marketing Trends for 2013

  1. Advanced Analytics: Social, Customer, Mobile, Web
  2. Influencer Marketing:  Cultivating influencers into advocates
  3. Content Marketing:  Content designed to educate vs. sell
  4. Blogging:  Expect a resurgence in blogging with a focus on delivering thought leadership and education.
  5. Mobile Marketing:  Pilots should be over by now.  Time to deploy apps that deliver business value across critical business processes.
  6. Social Media Marketing:  Pull in the reins, cleaning house, and re-focus on relationships
  7. Video Marketing:  Integrating Video into all Content Marketing efforts
  8. Personalization: Driven by big data and advanced analytics
  9. Digital Experience:  Optimizing the cross-channel customer digital experiences
  10. Digital Skill Shortages:  Can you teach an old dog new tricks?
  11. CMO / CIO Partnership:  Redefining relationships and  setting goals together

Digital Marketing: A 2013 HorizonWatching Trend Report

Social Business: A 2013 HorizonWatching Trend Report

I’ve posted my Social Business:  A 2013 HorizonWatch Trend Report out to Slideshare and have embedded the report at the bottom of this post.  The report provides an overview of the Social Business trend and what we might expect to see happen in 2013.  The report contains summary information as well as many links to websites, reports, videos, and other resources to help you learn more about Social Business.

Social Business is really not about the technology, it’s about connecting people.   It is clear that social collaboration is changing the way business is being conducted.  Over the next 10-15 years, social computing capability will become part of every business function within the company.  Social capabilities will become embedded in every single website, computing device for every participant in every single business transaction.  All participants involved in a company’s business processes and transactions will have the ability to share content, comment on content, rate/vote on content, and collaborate in an open and sharing environment. 

Top Trends in Social Business for 2013
Here are some key trends I see happening in Social Business over the next 12 months.

  1. It’s more than Social CRM: Social Business capability is increasingly embedded into all traditional applications.
  2. CEO (and Senior Execs): Finally realize it’s not a fad, but a new way of doing business. They step up to owning the transformation challenge.
  3. CIOs take more of an interest: Driven by CEO/LOB interest as well as IT concerns (security, integration, control, user experience, etc.).
  4. Processes start to change: It’s not about the technology, its about how we work.
  5. Analytics: New dashboard analytics and visualzations provide progress reports to execs on how the transformation is going
  6. Social Media Marketing: Enterprise Marketeers need to pull in the reins, clean house, and re-focus on relationship engagement.
  7. Renewed Focus on Owned Properties: Data ownership, security and control are a concern.
  8. Community Marketing: .com Communities spring up around every topic, every function, every business process. Many are mismanaged and will fail within 90 days after launch.
  9. Education & Training: Companies deploy tailored education to employees, segmenting them based on their needs and experience levels.
  10. Reward Programs: Gamification applied to social business results in socially active customers, employees and partners being more motivated, rewarded, and recognized.

Social Business:  A 2013 HorizonWatch Trend Report

Cloud Computing: A 2013 HorizonWatching Trend Report

I’ve embedded my Cloud Computing: A 2013 HorizonWatching Trend Report from Slideshare below.  This HorizonWatching Trend Report provides an overview on the Cloud Computing trend and what to watch out for in 2013. Summary information about the Cloud Computing trend is provided along with many links to additional resources.

The cloud computing ‘buzz’ and “hype” is subsiding and there is focus now on how to leverage the technology for business value.  The three main types of clouds are private, public, and hybrid.  All three of these types of clouds are expected to grow significantly in 2013 as enterprises move from experimentation to implementing application solutions.  2013 will bring continued growth in all types of public, private and hybrid clouds.

Trends for Cloud Computing in 2013

  1. Growth:  Growth continues across the board in public, private, and hybrid clouds as benefits are too good to pass up.
  2. Private Clouds: The hype is over. Expect deployments to increase significantly in 2013.
  3. Hybrid Clouds:  Security and outages of public clouds drives demand.
  4. Public Clouds:  Competitors wishing to compete against Amazon in IaaS market must differentiate their services somehow.
  5. Mobile Clouds:  A whole new generation of cloud apps designed for mobile work force.
  6. Local Clouds:  Some clouds need to be managed at the local level in country (e.g. Finance & HR).
  7. Cloud Integration and Management:  IT shops will need help integrating and managing the growing number of Clouds used throughout the enterprise.
  8. Cloud Security:   IT departments need to stay on top of this.  Expect the market for Cloud Security Services to grow thanks in part to growth of BYO devices and apps. 
  9. Demand for Skills:  According to an IDC study, the demand for cloud computing will grow at six times the rate of IT skills overall.
  10. Impact on Role of CIO and IT Staff:  CIOs  need to secure, manage, and govern cloud services.  Gartner sees a new role – Cloud Brokerage Services.

Cloud Computing: A 2013 HorizonWatching Trend Report

Virtualization: A 2013 HorizonWatching Trend Report

My “Virtualization: A 2013 HorizonWatching Trend Report” is available out on Slideshare.  See the embedded deck at the bottom of this post.    The report provides an overview of the Virtualization trend and what’s in store for 2013.  The report contains summary information about the trend with many links to additional resources to aid in learning more about Virtualization.

Virtualization helps drive more business value from an IT infrastructure. By decoupling logical resources from physical assets, virtualization enables businesses to be more agile, allowing them to changing business conditions or changing business strategies.  Virtualization is certainly not a new trend, but it’s become very popular in the past 5-6 years as enterprises learn they can cut costs and prepare for cloud computing by implementing virtualization technologies.  Watch the video below for an overview of Virtualization.

Top Virtualization Trends to Watch in 2013

  • Server and Storage Virtualization:  SMB Market catches the wave, but needs services and solutions to be tailored to them.
  • More Than Just Servers & Storage:  Large Enterprise focus turns rest of infrastructure, including  Desktop, Networks, and Data Center
  • Desktop Virtualization:  Growth continues with focus on network security & efficiency, driven by the mobile and BYOD trend
  • Software Defined Networking (SDN):  Expect lots of activity as SDN demand continues to grow and product innovation occurs
  • Virtualizing Linux Workloads:  Linux server virtualization grows and plays “catch up” to Windows
  • Containerization:  Interest increases in O/S Virtualization
  • Mergers & Acquisitions: Activity grows and valuations increase
  • Vendor Competition Heats Up:   VMWare is King – but competitors are becoming more attractive
    • Lower prices:  More competition means lower prices
    • Innovation:  More compeition means more innovation
    • Multiple Vendor Strategy:  Growing number of firms try this approach


Virtualization:  A 2013 HorizonWatching Trend Report

Consumerization: A 2013 HorizonWatching Trend Report

I’ve posted my 2013 trend reports to Slideshare.  Scroll to the bottom of this post to access the trend report on Consumerization.

The Consumerization trend is all about driving innovation in technology from the perspective of the individual consumer or employee.  From an IT Industry perspective, it really got it’s start in the late 70’s and early 80’s with the announcement of Personal Computer technology for the Consumer.  Since then, a whole industry has exploded around the idea of serving the information technology needs of Consumers.  Increasingly, technology developed for the Consumer has made it’s way into enterprise I.T.

In today’s environment, the buzz around Consumerization is about employees who wish to use their tablets and smartphones to access enterprise information systems.  However, Consumerization is much more than just that.

Consumerization of IT in 2013

Here are some important trends to watch out for in 2013 around the topic of Consumerization

  1. Mobile Devices:  CIOs should expect new devices to be announced and adopted by users…who will want to use them to access enterprise information.
  2. Mobile Apps:  Enterprise Mobile developers copy consumer mobile app ideas as they try to provide similar capability for enterprise workers.
  3. Enterprise App Store:  Employees want the look and feel of their consumer app store…and not just for mobile apps, but for all computing apps.
  4. Collaboration Revolution:  Individuals increasing expect corporate collaboration and HR platforms to have capabilities they see in social tools like LinkedIn, Facebook, Twitter, FaceTime, and Google+
  5. Cloudy Expectations:  More consumers are using increasingly sophisticated, cloud-based software to store and manage their personal information and they expect IT departments to deliver that same capability.
  6. Work from Home Employees:  This sometimes “forgotten” segment of enterprise workers increasingly demands improved collaboration, social, and unified communications tools
  7. Walking in the user’s shoes:   CIOs and IT departments need to understand the user’s perspective in order to design and deliver an experience that mirrors what consumers experience everyday.
  8. Rapid Innovation and Prototyping: Consumer technology advances at lightening speed. More IT Departments will try to become more agile and do the same for their users.
  9. Fun on the Job:  Consumer Games drive innovation in Enterprise Gamification
  10. Consumerization in Other Industries:   Consumerization is impacting Education, Healthcare, Banking, and other industries, causing CIOs in those industries to have to innovate.

The HorizonWatching 2013 Consumerization Trend Report