SMAC
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SMAC (social, mobile, analytics
and cloud) is the concept that four technologies are currently driving
business innovation.
SMAC
creates an ecosystem that allows a business to improve its operations and get
closer to the customer with minimal overhead and maximum reach. The
proliferation of structured and unstructured data that is being created by
mobile devices, sensors, social media, loyalty card programs and website
browsing is creating new busines models built upon customer-generated data.
None of the four technologies can be an afterthought because it's the synergy
created by social, mobile, analytics and cloud working together that creates
a competitive advantage.Social media has provided businesses with new ways to reach and interact with customers, while mobile technologies have changed the way people communicate, shop and work. Analytics allow businesses to understand how, when and where people consume certain goods and services and cloud computing provides a new way to access technology and the data a business needs to quickly respond to changing markets and solve business problems. While each of the four priorities can impact a business individually, their convergence is proving to be a disruptive force that is creating entirely new business models for service providers. The integration of social, mobile, analytics and cloud requires clear policies and guidelines as well as management tools that can automate business processes. The media company Netflix is often cited as an example of a business that has successfully harnessed the power of SMAC. For example, when a Netflix member streams a TV show from the Netflix cloud to their iPad, they are given the option of signing into Neflix with Facebook's social login. After viewing a show, members are given multiple ways to provide social feedback. They can rate content with stars, write reviews and/or share what they just watched with friends on Facebook or Twitter. Customer data is stored in the cloud and Netflix can break down its analysis to such a granular a level that its recommendation engine can personalize suggestions for individual family members who share the same account, a concept known as 1:1 marketing. Proponents of SMAC as a customer relationship management (CRM) strategy believe that 1:1 marketing (also called one-off marketing) should be the ultimate goal of every SMAC initiative. Critics worry that 1:1 marketing initiatives that aggregate customer data from disparate sources, especially data that is purchased from data brokers, may violate customer privacy and cause legal problems related to compliance and data sovereignty.
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In
addition to this blog, I have authored the premiere book on
Netiquette, "Netiquette IQ - A Comprehensive Guide to Improve, Enhance
and Add Power to Your Email". You can view my profile, reviews of the
book and content excerpts at:
www.amazon.com/author/paulbabicki If you would like to listen to experts in all aspects of Netiquette and communication, try my radio show on BlogtalkRadio and an online newsletter via paper.li.I have established Netiquette discussion groups with Linkedin and Yahoo. I am also a member of the International Business Etiquette and Protocol Group and Minding Manners among others. I regularly consult for the Gerson Lehrman Group, a worldwide network of subject matter experts and I have been contributing to the blogs Everything Email and emailmonday . My work has appeared in numerous publications and I have presented to groups such as The Breakfast Club of NJ Rider University and PSG of Mercer County New Jersey. ==========================================   |
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