Invest in Digital Infrastructure to Increase Revenue

Dec 06, 2017


BEST PRACTICES SERIES

Article ImageInvesting in infrastructure is a tough sell to a lot of people. Take your house for example, the most important and expensive features of your house are likely your sewer and HVAC system. Yet, they’re the last things anyone wants to spend money on because you can’t see them, you can’t show them off to your friends. As a result, even the nicest looking homes are often on the verge of disaster.

Companies are the same way. Everyone has heard the cliché, “every company is a technology company”. While we know that’s not true, it is true that every company is powered by technology. It used to be that an internet connection and a Microsoft office subscription was good enough for small companies, and for larger companies, same thing but add some servers. Now, though, with the influx of data that needs to be managed, a solid IT infrastructure is more than necessary.

Not Good Enough

The average spending on IT infrastructure is currently only 18% of the entire technology budget, while top performing companies are spending almost double that at 34%. Those percentages are expected to rise, but the gap will only get wider. It will no longer be a question of investing in solid IT for laggards, it will be a matter of investing too little too late and just hoping for survival.

Skeptical? As technology companies such as Amazon get larger they will continue to acquire or in most cases simply beat the competition. Think you’re not the competition? Maybe not now, but is it hard to imagine Amazon starting an Uber-like model for what is traditionally a local company; plumbing, handi-men, electricians, etc? If you do not have the foundational structure to compete; such as the technology for great customer experience (CX) and a way to not just store your data, but to actually use it to get your message to the right audience at the right time, within the bounds of the law, your company will not only lose revenue opportunities, but eventually fade into oblivion.

Or, on the flip side, if you’re working for a multi-national company with revenue that leaves most of the developing world’s GDPs in the dust, do you trust your infrastructure to safely house and manage your data? With recent hacks of companies like Uber, Equifax and Yahoo, can you afford to wait to invest in trustworthy digital infrastructure?

Do you trust that your data is being managed correctly? With the initiation of GDPR only five short months away are you willing to bet four percent of your revenue that your digital infrastructure can handle the rigors of data protection?    

We’re All in This Together

No matter what sized company you work for, your digital infrastructure is vital to your revenue. The investment you make in it now will not only guarantee that you are able to produce any revenue in the distant future, it will allow you to make gains on your competition now. The companies that will succeed invest heavily in digital infrastructure for three reasons…

  • Because they have vision
  • Because they want to get the most out of their marketing dollars
  • Because they understand that data has a value and they want to get the most out of it

Click here to see censhare, Cedexis, and The Nerdery have an in-depth discussion on how important digital infrastructure is to your revenue.


Related Articles

Organizations investing in digital transformation initiatives to drive more of their customers to their online channels are taking a far more deliberate and bottom-line approach to site redesign—and using customer data to inform, evaluate, and iteratively improve the website customer experience. Getting started on this path requires you to think very differently about site redesign and data collection. Instead of thinking of a site redesign as a one-and-done project, you should use a measurement and evaluation process that helps you continuously optimize the customer experience.
Webinars are still widely promoted online, but does the format still resonate with end users and, if so, which ones? Can webinars reach, and influence, a B2C audience or are they primarily used for B2B outreach? What emerging technologies are moving into the webinar space? These are questions marketers need to be asking themselves.
Many businesses struggle to get their blogs going because they believe their industry doesn't have good potential to craft interesting posts. In reality, it all comes down to how creative you get with your writing. The more unique and compelling your posts are, the more powerful your blog is in growing your brand. Regardless of what line of work you are in, there will always be ways you can use your content to stand out among the competition.
The role and impact of people in digital globalization comes to play in many ways. People and processes come first. This fact is a major incentive to lead the globalization of content and products like business founders would, even when leaders in that area did not initiate such efforts and took such activities over from other people. Adopting an ad hoc mindset matters as much as defining strategies to grow internationally.
For all the talk about data and measurement at the Gilbane Digital Content Conference, it's not always easy to understand what to do with the numbers once you have them. Lynette Chen, MaassMedia senior consultant, tackled what it means to try and measure success at "the edge of innovation" in her session, relying on a Guardian case study.
The consensus is in. Mobile marketing industry experts agree that not only does retargeting work, it also outperforms new users when it comes to retention, events, and, most importantly, revenue events. To discover the differences and advantages of each user group, we dove into the data across 140 mobile apps
Efficiently creating compelling content to support broadcast and digital marketing campaigns with cohesive and consistent messages across multiple channels is the new name of the game. A holistic approach to this process, backed by the appropriate expertise, systems and technology is the way to get there. While still in its infancy for even the largest brands, there's one industry that's been at this for a while and has paved the way: Hollywood.
Not all online shopping experiences are created equal. Poor web and mobile experiences like load time delays, error messages and lost shopping carts can damage a company's reputation and turn customers away. Here are four strategies e-retailers can use to optimize their websites to meet peak demand not only during the holidays, but throughout the entire year.