Rogue IT (or Shadow IT) has been a bogeyman in IT circles for years, but new research from the nonprofit Computing Technology Industry Association (CompTIA) suggests that business units increasingly find it important to keep IT in the loop, even as their power to purchase their own IT solutions is growing.
Most enterprise technology eventually converges into a suite, as it did with ERP. Integration hassles, management headaches and training challenges arising from a mishmash of best-of-breed solutions drive frustrated enterprise software buyers to the suite life -- but not in marketing tech, at least not yet.
Snapchat, Instagram and Pinterest arrived on the social scene after Facebook and Twitter, but they quickly made their marks, especially among millennials. After reaching critical mass, the three companies are attempting to monetize their services by rolling out new features for advertisers. Select large, global brands, including McDonald's, are testing the new features and could be role models for other marketers interested in the apps. However, all three services are still relatively young, and it might be too early to tell if ad campaigns are worth the investment.