IT confronts the Splinternet
We need to step up to the multidevice, multichannel challenge
Computerworld - Something happened while we were sleeping: The Internet became the Splinternet. Here's how my colleagues Josh Bernoff and Shar VanBoskirk describe it in a recent report: "The golden age of Internet standards is ending. The Web is splintering, and interactive marketing is fragmenting along with it. Welcome to the age of the Splinternet." You can see exactly what they mean in the figure below.
OK, so that's the problem statement for interactive marketers.
But if you're on the e-commerce team, you're thinking about how to sell over mobile apps and TV apps as well as on tablets and multiple browsers -- all the things your customer expects -- as a single company offering a single experience.
If you're in customer service, you're thinking about how to turn a Twitter request into a direct engagement, with a trouble ticket and resolution code. You're thinking about the impact of smart mobile devices on your traditional services channel mix.
If you're in the executive suite, you're thinking about how to deliver a consistent brand experience across all customer devices and channels.
To thrive in an era where customers are empowered to engage with you in any channel and device they want, you have to serve that customer over a steadily and inevitably fragmenting set of devices and channels and media.
Remind you of something? Yep, it's like e-commerce all over again. E-commerce started out with every group -- marketing, HR, communications, customer service -- building a narrowly defined solution. But ultimately, IT got involved to provision the e-commerce platform. The Splinternet is following the same path: fragmented solutions for each business function, device and channel.
If you're in IT, you can stand by while every part of the company builds its own channel-specific, device-specific, function-specific solution. Or you can step in to coordinate a whole-company response and create the platform for the Splinternet. Here's what that means for IT:
You have to raise awareness of the impact of the Splinternet. The process of coordinating a whole-company response starts by bringing Web, marketing, IT and business people together to understand the Splinternet problem and opportunity. You should plan an off-site workshop to kick-start the collaboration. At least one multinational company we know of has done that already.
Your customer engagement technology has to work across channels and devices. And that means that search, transaction state, content targeting, analytics and optimization have to be coordinated across multiple delivery channels. For example, an experience initiated online has to also be delivered over a mobile app, and an SMS or Twitter or Facebook service request has to trigger a phone call to a preferred customer.
- Study: Total Economic Impact of Google Apps Employees can work faster and IT spending can decrease when companies switch to Google Apps, says a commissioned study by Forrester Consulting. Going...
- Protecting Digitalized Assets in Healthcare Healthcare providers face an urgent, internal battle every day: security and compliance versus productivity and service. For most healthcare organizations, the fight is...
- Is a SaaS Deployment Right for You? Find out the answer and as well as the other deployment options.
- Discover How Mail Express Solves 2 of Your Biggest IT Headaches Email. It can be the source of some of IT's biggest headaches. As it eats up storage and bandwidth, it also opens up...
- Increasing the Value of Your Reports and Dashboards Learn how incorporating other analytical capabilities such as predictive modeling and visualization can increase the value of your reports and dashboards by providing...
- Video surveillance for IT: maximum image quality, minimum bandwidth Join us on Thursday, May 8th at 1 p.m. EST when Willem Ryan, Senior Product Marketing Manager at Avigilon, will discuss how IT... All Management White Papers | Webcasts