Providing the right digital tools

By Jai Daga, Head - Information Technology, Viacom18 Media Private Limited

Till a few years back enterprise software applications was looked upon as basic support to business. However, now it is looked as a major business enabler, a decision making tool and is being discussed in CXO level meetings. This creates a huge expectation from CIO and CTO’s to have most of projects run smoothly and with best offerings. Few of the tips to cope up with this is that if it is a project, impacting most of the organization employees, then create a positive buzz of it in organization well in advance before it is going live. Emphasis on the 3-4 features which can excite users to look forward to it. This can be in terms of emailers, wallpapers, standees etc. Benefit of doing this is that it doesn’t look like just top-down approach and acceptance level increases.

Make sure the stake holders, senior members and project sponsor involved are well aware throughout the implementation as they act as a catalyst while dealing with leadership team and business heads post the implementation.

Social Media Management Software (SMMS) broadens the marketing opportunity

SMMS have evolved over a time in multiple phases. Each phase adding a lot more value to the investment done by organization and justifying its TCO. It provides a much broader opportunity to build a brand and reach audiences effectively with the right content.

Phase 1 was wherein it acted as a platform to provide marketers with the ability to create customized social content for applications such as Facebook, Twitter, poll pages or LinkedIn etc.

Phase 2 – In this SMMS tools platforms opened there API’s to provide more seamless integration with customers’ existing CRM, ERP, web applications and email platforms. This added a lot of benefit to eliminate data silos within the enterprise and to create a more holistic approach to customer relationship marketing, as well as a better understanding of the impact of social media on other marketing initiatives.

Phase 3 – Along with above features most SMMS tools provide enterprise employees, marketers or sales person different way to create customized social content and a way to track the effectiveness of specific social media lead generation campaigns.

All these features are helping organization to strategize a marketing shift with the combination of social and mobile. In this new world the marketer has the ability to touch sales, HR, customer and almost any department that puts social and mobile at the centre of their activities.

Emerging technologies, especially a combination of SOA based application architecture, Cloud and SaaS delivery models, rising power of social networks, and new access devices like tablets and smart phones are changing the role of IT in enterprises.  Below are the key organizations’ expectations as a consumer from the enterprise software companies not just from the product per say but also from a long standing relationship:

Vertical and Modular Movement-Lot of enterprise companies come up with one size fits all solution whereas each customer requirement and pain area varies. Enterprise customers need software products that can be customized to integrate into their systems. In addition to customization, there are demands of extensibility on the product.

Scalability to SMAC- Digitization, mobility and social platforms are creating its own set of challenges for organizations. It is not only need of the hour but also impacts business growth. Enterprise Clients are looking for easy to use, flexible and quick to deploy solutions that will address specific enterprise needs. In addition, ease of use – through iPad, PDAs, smart phones; flexibility via a unique and agile product architecture, SaaS and Cloud based delivery; and differentiation through a combination of custom built but highly robust and pre-built solutions, will become compelling factors that drive business.

Vibrant Partner Eco-System - Large enterprise software companies as well as IT service provides serve customers in various domain business, demographics and their unique demands. It is not possible for a single product company to cater to all requirements. Smart software companies need to create a strong partner eco-system to offer products and solutions. They need to bring in innovation and also leverage specialist partners for specific verticals, technologies and skills. As a result, several service providers can provide a single window for all solutions to clients on top of existing applications

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