Consequently, the expectations of the majority of IT spending are going to confront the legacy practices and processes for enterprise infrastructure and applications. It's not going to be pretty. While many in the IT community have an unspoken wish that things will settle down and we'll go back to the old ways of doing things, that wish can pretty much be written off. These expectations aren't going to go away.
If anything, one can predict they will be even more strongly pushed as the possibilities of what can be done with online marketing become more embedded in the discipline. In five years, the everyday expectation will be marketing campaigns tuned daily-or even hourly-in according to real-time analytics performed on tracking data.
I expect the discussion to be over in five years. The definition of enterprise will have expanded to incorporate the requirements of the three M's, and the practices and processes of legacy IT will have been discarded as inadequate for the needs of the three M's. Mobile, media, and marketing will force as much change into IT as the PC did-and, as the change plays out, with just as much disruption.
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