IMF Business School · Masters in Marketing and Digital Communication, Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange, IMF Business School · Masters in Marketing and Digital Communication. Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange. Spending on new IT technologies is beginning to slow despite the fact that companies still have a long way to go in terms of digital adoption, and despite the fact that cloud technologies and analytical tools for big data are increasingly generating more interest. This is revealed by a Nomura Holding survey of CIOs that reflects the perspective of this important piece of business strategy. And the fact is that the Chief Information Officer is the person in charge of developing ideas about technologies and communication, and works as a kind of executive SEO consultant.

And according to these professionals Iceland Email List, spending will not grow much this year: only 1.2%, compared to 3.1% in 2015, which represents a fall of 1.9%. In any case, IT budgets are expected to rise again by 2% in 2017. Of all the CIOs surveyed, 18% stated that the budget for new technologies had decreased this year, 24% kept it stable, and the The rest increased it, even if it was minimally. The report also reveals the areas that will drive spending this year, and that respond to the top priorities of professionals. 82% cite security as a key issue, and 6 in 10 also point to cloud computing and analytical tools to manage big data. Below would be the mobile phone, which only 46% of those surveyed cite. In any case, many analysts point out that these results must be taken with caution, since cybersecurity was an area in which a lot was invested last year, and that could have caused a spike in spending, which during 2016 was it would look nuanced. Some say that companies specializing in providing cybersecurity services have already begun to notice the recession this year.

Regarding cloud technologies, CIOs estimate that their consumption will continue to grow at a very rapid rate, rising from 31% in 2014 to 58% in 2018. Meanwhile, IT leaders predict that the percentage of Consumption of its internal infrastructures will decline from 67% to 42% as cloud adoption accelerates. Adopting new technological and analytical tools is essential for companies . The results of this survey are corroborated by another study by Black Ink which indicates that the two main priorities of marketing managers are to promote the adoption of technological and analytical tools. Although these are only the means, of course, to achieve the true objectives: to bet on a business approach focused on the consumer and to grow the brand relevance.

And to achieve this, companies must change both their technological infrastructures and their omnichannel capabilities, to achieve the leap from a culture focused on sales, to one based on the consumer. However, at the moment, only 1 in 3 companies has the skill and experience necessary to manage data effectively, despite the fact that many more (60%) cite analytics as essential to succeed in 2016. With this panorama, it is not surprising that many want to invest in big data, but companies should not lose sight of the fact that what is really important is not having marketing technologies that capture a lot of data, but having those capable of offering the really relevant data for marketers.


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