ForgeRock

ForgeRock enables millions of consumers to interact with organisations online, building secure relationships and enabling new digital offerings from any device or connected thing.

Security, big data and the Internet of Things – Are they on your CMO to do list for 2016?

Top 5 innovation predictions that will impact the way marketers work in 2016

The technology industry moves at a relentless pace, making it both exhilarating and unforgiving. For those marketers at the forefront of innovation it is an incredibly exciting place to be, but what trends are we likely to see coming to the fore in 2016? Below are five predictions relating to security, big data and the Internet of Things (IoT) that will have a major impact on the marketing technology landscape in 2016.

1. Tagging data at source will multiply the value of big data exponentially

The big data concept has been around for a number of years now, but most businesses are still struggling to extract any value from the data they gather. This is typically because they are looking at the data in isolation, which in itself is largely meaningless. In order to make sense of big data, it must be examined within the context it was collected. By tagging data at the point of collection with additional contextual information, the value that can be extracted from it across an organisation is multiplied significantly. Key factors such as where and when the data was collected or who/what it was collected from are central to understanding data more effectively. Consent, context, identity and security data points will all significantly boost the value of big data exponentially.

2. The evolving Internet of Things will change the way we interact with the world around us

The Internet of Things (IoT) continues to rapidly gather pace but to date, the majority of popular IoT applications have been ‘nice to have’ rather than business critical. This is about to change. As technology evolves and contextual big data becomes more meaningful, businesses and governments will be able to harness the IoT to fundamentally change our daily lives. Central to this is the increasingly intertwined relationship between people, ‘things’ and apps, meaning anyone with a smartphone is able to receive a constant stream of personalised information straight to their device. They can also act on information immediately using bespoke apps and services, should it be required.

3. The fight to become the ‘Amazon of the IoT’ will intensify

Amazon’s disruptive one-stop-shop approach to online shopping saw it quickly become the dominant force in the retail industry. As the IoT’s vast potential becomes more apparent, we will start to see a growing number of organisations fighting to establish themselves as the go-to provider of IoT solutions, or the Amazon of the IoT. This will spur the rise of the IoT mega-platform; vast one-stop-shop Platform-as-a-Service solutions. The battle will likely play out across both the consumer and enterprise spaces and many of the usual suspects are already coming to the fore. Apple, Google and Intel are all vying for control of our homes, while Microsoft, IBM and Oracle are fighting over our businesses, but the scene could be set for a disruptive innovator to come in and take everyone by surprise. After all, no one had heard of Amazon 20 years ago…

4. Technology enabled transparency will become a competitive differentiator

Modern consumers want highly tailored, personalised services delivered straight to their devices, yet are rarely willing to part with the personal information needed to provide them. Organisations must ask themselves why this is the case? The answer is invariably linked to privacy and trust. Many consumers quite rightly have apprehensions about divulging too much personal information online, particularly when existing privacy controls typically have an all or nothing approach to privacy. As such, in one click, you either must divulge everything about yourself, or nothing at all. Organisations able to offer a more bespoke privacy sharing experience will have a distinct competitive advantage. A new standard, known as User Managed Access is now becoming available that can deliver this kind of experience. Those that embrace it early will be able to build a far stronger relationship with customers built on trust and mutual benefit.

5. Identity based technology will shoulder more of the security burden

Even some of the most robust network security measures cannot protect against simple customer errors, often with disastrous consequences. However, the growth in identity-based technology will soon address this difficult security blind spot. Adding identity based security layers to a traditional security solution can significantly strengthen overall protection by ensuring the individual requesting access is exactly who they claim to be. In addition to factoring in geographical location and further identity based personal checks, organisations can use this approach to implement mid-session security checks as well. This approach protects against fraudulent activity if the legitimate user has stepped away from their computer, thus further securing the system as a whole.

No one can predict the future with absolute certainty, but there are plenty of clues out there that can be used to better understand what lies ahead.

Authored by John Donovan, Regional Vice President for Australia, New Zealand and ASEAN, ForgeRock.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in