Businesses and brands that keep it real are the ones that are going to be able to sustain strong customer relationships. But what does it take to get there? A look at some of the top social ad trends of 2012 shows that much of what is going on in the ad space is interlinked, and affect a business ability to market in new ways that are fast becoming critical to survival.
For example, brands that are not integrating a strategy to address the mobile market are going to find themselves behind the curve, and needs here are getting incredibly diverse as well - ranging from apps to accessibility, content, connectivity and consistency across devices.
Video is another example - it's not only getting more social but in turn - data from social performance influences content and ad buys across mediums. Facebook’s Edgerank algorithm is a great example of how they're all coming together. News feeds function dynamically based on affinity, weight and time decay associated with the user's social network activities.
Such trends will quickly force organizations to get a solid grip on their own abilities to understand and harness such feedback loops using Big Data. Indeed, the creative use of Big Data will drive "Socially Aware" business innovation, and influence technology strategy and implementation within businesses.
As businesses line up competencies, tools and resources, we believe that much of the existing in-house architecture and applications will fall significantly short of being able to support the kind of performance required.
Companies will come to view the scalability, adaptability and other vertical integration advantages that Cloud architectures offer as the "de-facto" approach, with not much wiggle room given the economics of change and operation.
We also believe that as business n
eeds evolve towards increased globalization, and businesses themselves take a commodity approach to technology implementation, there will be an increase in localized architectures and solutions that are unique to each other, but convergent as a whole.
This will happen not just at the infrastructure level, but also with business applications and operating models.