As time goes on, technology inevitably improves. Business should move with the times and, therefore, move with technology. This seems like quite a simple formula when you think about it and you would assume that this just happens naturally. Funnily enough, there is no such thing as natural change in most businesses. Why? Well, as a rule of thumb, people are naturally adverse to change. For instance, before I read Spencer Johnson’s Who Moved My Cheese! I found even I was adverse to change. I was doing something that I didn’t enjoy five days a week because to change what I was doing was a scary thought. This would involve changing careers, leaving my old career behind and starting anew. A change in business is fundamentally no different. Why? Because people run businesses, businesses don’t run businesses. Human behaviour is judged ultimately by the interface by which we interact. Changing that interface is changing behaviour. This is sometimes scary. Numbers in marketing Since the conception of the internet and cloud infrastructure there has been a fundamental change in business opportunity. While I could rattle off 10 reasons why running your system either on an internet platform or through cloud infrastructure would be far better than having everything stored underneath your desk in an office, most people would still be naturally adverse to this idea. Quite simply, it means change. They believe what they can see and what they have on their desktop is safe. Safe until it crashes and then what happens? I wrote an article recently about cloud accounting and how Xero, Saasu and now MYOB Live Accounts are making huge changes to the way businesses can operate. Well, the exact same thing is happening in cloud marketing. Have you heard of that term before? Maybe not. But I am betting that you have seen its incredible power without even knowing about it (Commonwealth Bank of Australia is currently using it). Technology like Salesforce.com, Oncontact, Sage, Prophet are all fantastic examples of CRM software. The add-ons like Marketo (Datarati does implementation for this Australia-wide), Hubspot (Bluewire Media is an Australian partner for this software) and Salesforce Marketing Cloud are simply incredible. Landscape Talking to Paul Holstein from Brandrally recently it was really interesting to discuss the difference between marketing teams and C-Level executives. The disparity between the two is incredibly fascinating. That is that one looks traditionally at the tangible and the other at the intangible. The great thing about the before-mentioned software is that it allows these teams to now play in the same sphere. C-Levels can effectively measure the success of creativity, while at the same time marketing teams can express creative ideas with real insights that were never previously available. These two species can now speak the same language. These tools will no doubt change the landscape of the marketing industry and how business has traditionally operated. It has been estimated that by 2017 CMOs will spend more money on IT than CIOs. Again, another funny concept. However, when you drill down into the CIOs role – being across absolutely every piece of software relevant to an industry – it is revealed as an almost impossible task. This is why I believe ‘cloudware’ will slowly but surely change business forever: It will create a system (using technology) which makes everyone in a business accountable to each other, rather than the traditional structure of the manager above being responsible for the employee below. Where to from here? So, there is this awesome technology everyone now wants to get their hands on. What’s the cost? Will it work for my company? Which one should I use? All these questions will be solved with time (apart from the cost part – just go to their websites and check). Remember the quote from Steve Jobs from my last article – “It’s so much easier to connect the dots looking back.” Just as social media has taken a while to find its feet; these powerful technologies will take time too. Personally, I’m excited to be working with this technology to help the greater good. Being a cancer survivor, I’m excited to be helping the Leukaemia Foundation of Queensland with their web strategy and utilising technology (like marketing in the cloud) to help them achieve their goals and reach for the stars – helping cancer sufferers around Queensland and Australia. If you require any help setting up on either tool or have a chat about the best platform for your business, please do not hesitate to contact me on email@example.com or give me a call on (07) 3040 8083.
What kinds of start-ups are most likely to get funding this year? What are the hot sectors in 2013?
Operating as a soloist can mean working long and irregular hours, as well as in remote locations. With no one else to count on, sole traders need to have a handy set of tech tools to fall back on.
Do I need to have any particular sales strategies around Christmas or should I just be doing what I’m doing now, but more of it?
If you’re in retail, there’s a good chance that you’re keen to see the back of 2012 as quickly as possible.
Australian-founded mobile solutions provider 5th Finger has been acquired by customer relationship management firm Merkle, five years after relocating from Sydney to the US.
The Decisive Moment: How the brain makes up its mind by Jonah Lehrer (Text Publishing, Melbourne, 2010, 294pp, RRP$29.99) Here’s a book that tells us what we already know: We often make decisions without thinking.
Online department store DealsDirect has flagged further start-up acquisitions, after appointing former Centrebet boss Michael McRitchie as its new chief executive, with Linda Barrett named as head of buying.
If you spent 10 years of your life starting and building a market-leading business, few would begrudge you leaving, especially if you received a reported $40 million pay-out for your shares.
Australian software specialist Reckon has taken a 30% stake in Sydney start-up Connect2Field for $660,000, with Connect2Field describing Reckon as an ideal partner for its future ambitions.
Melbourne-based online start-up TheAgendaDaily.com says it will focus on expanding its CRM strategy after receiving funds from Domenic Carosa’s Future Capital Development Fund.
Business management software company Greentree International has unveiled the finalists of its Game On competition, which will see 10 Australian companies compete for a $250,000 prize.
Cloud-based solutions and virtualisation are among the top technologies tipped to take off in 2012, according to Quest Software, amid increasing demand for mobility and collaboration.
A group of four budding entrepreneurs have just launched Navy Design, a digital consultancy with a difference.
New technology continues to redefine the point of purchase, according to a new PayPal report, with start-ups being urged to embrace new business models in order to remain competitive.
Australian software firm LeadMaster has pledged $36 million-worth of support to Startup America, but has downplayed the prospect of similar backing for start-ups in Australia.
The acquisition of business management software provider MYOB will strengthen the company’s CRM strategy and aid the growth of its portfolio, chief executive Tim Reed says.
Start-ups are being encouraged to build online communities as part of their CRM strategies, after the owner of social tipping site Footytips was acquired by sports giant ESPN International.
2ergo is a global provider of mobile-enabling technology, with a focus on mobile marketing, mobile CRM, and mobile entertainment and media.
The retail landscape in Australia may not be dead, but the shifts that have taken place have certainly hurt several major industry players.