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Be Heard Above The Increasing Noise28 December 2005
To rise above the noise, Sharron Robbie, the new marketing manager of GOSS -- the Enterprise Content Management company, argues that you need to implement a system that can help you to manage the different channels of communications and the increasing volumes of content, information and data (which IT executives say will rise by up to 20-30% over the next two years, writes Infoconomy in ‘Storage painpoints highlighted').
James McNab, Head of Corporate Affairs at Opera Telecom also believes that mobile marketing will become more important than email, although it remains an important personalised marketing communications tool, particularly in the business-to-business (B2B) sector. Even so mobiles out number Personal Computers (PCs) by a factor of 10:1, and with 2006 just around the corner it is interesting to note that on January 1st 2005 over 133 million text messages were sent to colleagues, friends and loved ones. Ten months later and the Mobile Data Association reports that there are 89 million and rising texts being sent.
McNab also says that 94% of text messages are read, and 75% of these are read instantly. In comparison the average email open rate is between 3-10%. One of the key advantages that mobiles have over PCs is the fact that most people carry them in their pockets, no matter where they are and go. Other than a Pocket PC, a BlackBerry device, or any other similar technology platform, you're less likely to -- due their size and weight -- always have your laptop with you, let alone your work or home PC.
Gartner also predicts that mobile phones sales will equate to 1 billion units by 2009. There is also expected to be a 16% increase in handset sales by the end of 2005 with a forecasted 779 million handsets being bought. The gradual uptake of 3G mobiles, the mobile broadband technology, also means that there will be more types and potentially richer, higher quality types of content formats available, including voice data (e.g. Voice over Internet Protocol -- VOIP -- and standard mobile calls), other types of audio, video, mobile TV and text available. This could also lead to more data being sent and received in greater file sizes, which could cause mayhem from a data storage perspective and it could prove costly if mismanaged…
The Rise of Content Management
These technologies and the importance of managing documents, records, data, content, information are therefore on the increase, particularly as it has now become a business to imperative to comply with legislation like Basel II and (where a company is working with an American firm or subsidiary) the US Sarbanes-Oxley Act. The prerequisite to achieve compliance has given content management ‘Elevated status', so Information Age claimed in July 2005. There is also an increasingly requirement to be able to store, search and retrieve the data of unstructured digital content, including digital images.
With Enterprise Content Management solutions forecast to continue to boom (a trend that is partly driven by the increasing integration of information communications technology), and with 18% of European IT managers expected to buy ECM systems, it could be possible to manage all of this in an integrated fashion through an ECM system. With compliance in mind, ECMs should also enable companies to better manage unstructured data such as emails and web content. More importantly, if companies implement such a system, they are thus less likely to find themselves down the same route a Morgan Stanley. The firm was fined heavily regarding a situation involving its unstructured data.
ECM accounted for only 9% of the total market in 2003, reports InfoTrends in Information Age's August 2005 edition. This forecast though for 2008 is much, much higher as it should rise to 32%, and 60% growth is hosted services is expected within the same period. Another report in the magazine's ‘The Effective IT 2006 Report', The ECM Imperative' believes that the market will be worth $3.8 billion, and around 70-80% of the Fortune 5000 companies will be buying their solutions from a single vendor.
That's Great, But How Do You Rise Above the Noise?
Companies need to implement a solution that delivers a return on investment that enables compliance to legislation, which helps you to manage information, content and data through the many channels. It must be a solution that is right for your business, and it also should be one with a proven track record. It also comes down to having the right procedures, processes and methods of prioritisation in place. Being innovative can also mean that you will be heard above the noise.
Written and researched by Graham Jarvis, Editor and Media Services Consultant, Media-Insert.co.uk.
Further reading:
1. http://www.computing.co.uk/computing/features/2072442/crm-why-companies-learning-curve
2. http://www.silicon.com/publicsector/0,3800010403,39154211,00.htm
3. http://www.crmguru.com/features/2003a/0218jr.html
Editor's Notes
About GOSS Interactive
GOSS provides managed services and intelligent and enterprise-wide content management solutions. GOSS solutions are based on a sound understanding of your requirements and the technology we use to meet your customers' needs. Learn more about GOSS Brand Values at http://www.gossinteractive.com/index.cfm?articleid=678.
To contact GOSS for further information, please call +44 (0) 1752 517 350 or email Sharron Robbie (sharron.robbie @ gossinteractive.com) at GOSS.
Source: prweb
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