SMAC-Social Mobile Analytics and Cloud

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SMAC Tutorial

This is the introductory lesson of SMAC - Social, Mobile, Analytics, and Cloud tutorial which is part of the ‘Social, Mobile, Analytics, and Cloud course.

The SMAC tutorial will give an overview of the course; its objectives, prerequisites, target audience and the value it will offer to you.

In the next section, we will discuss the objectives of SMAC Tutorial

Objectives

The objectives of this SMAC tutorial offered by Simplilearn tutorial is to help you to -

  • Understand SMAC and its scope

  • Explain SMAC components and their scope respectively

  • Gain information on Social Media Marketing and its impact on business, the Mobile platform and its uses in various industries

  • Understand uses of Big Data and Analytics in businesses, and Cloud Computing and its benefits to organizations

Let us first understand what smac is.

What is SMAC?

SMAC stands for Social, Mobile, Analytics, and Cloud and is an upcoming business model in many organizations.

SMAC is a concept based on four converging technologies namely Social, Mobile, Analytics, and Cloud. Together, these technologies create an ecosystem to enhance the IT architecture of businesses.

Although each of these components is evolving individually, companies are beginning to treat them as an integrated whole, called the SMAC stack.

Each SMAC component offers specific services to businesses, such as:

  • Social media widens the scope of communication via social media engagement, customer connections, and so on.

  • Mobile connectivity enables faster communication by using smartphones and tablets. It leads to increased efficiency and productivity, greater accessibility to information, and reduced paperwork.

  • Analytics provides opportunities to analyze the Big Data generated from various sources.

  • Cloud removes barriers of geographies and helps in storing and accessing information, therefore reducing the cost of a physical server.

When these four independent technologies combine to form a single tool, it provides a complete solution for digital marketing.

We will understand the role of each SMAC component in the next section.

SMAC - Social

The term ‘Social’ in SMAC refers to the practice of increasing one's business and or social contacts by connecting to people anywhere in the world through various social networks. Social media marketing has become part of the key strategies of many organizations.

According to a survey, there are over 465 million active Twitter accounts; Facebook has over 1.06 billion users, which is approximately 15% of the world’s population; and 2 new members join LinkedIn every second.

Also, 10% of the entire internet traffic is handled by YouTube, where 35 hours of video is uploaded every minute. All these numbers are continuing to rise rapidly.

SMAC - Mobile

The term ‘Mobile’ in SMAC refers to mobility and access to the digital world by using tools such as smartphones and tablets.

The concept of mobile marketing is picking up fast and it is also part of the key strategies of most companies.

According to a recent survey, more than half of the world’s population uses mobile phones out of which one fourth are smartphone users. Every 9 in 10 smartphone users use mobile apps. Besides, half of all the local searches are performed on the mobile devices.

SMAC - Analytics

The term ‘Analytics’ in SMAC refers to Big Data, which is a fast growing dataset—both structured and unstructured—with huge sizes beyond the ability of conventional database tools to store, manage, and analyze them.

According to a survey, over 2.5 billion gigabytes of data is generated every day. You can store nearly 250 songs in one gigabyte. 90% of the available data was created in the last 3 to 4 years.

It has been projected that the amount of data in the world will double once in every two years.

SMAC - Cloud

The term ‘Cloud’ in SMAC refers to the concept of Cloud Computing. Cloud computing refers to services that share resource pools on the internet instead of personal hard drives.

According to a survey, by the year 2020, the cloud computing market is expected to grow from $40.7 billion to $241 billion. More than half of the companies in the world have started using Cloud, where a vast majority witnessed major improvements within six months of using it.

They realized improvements in their IT infrastructure, database management, cost reduction, and prevention of wastage. Also, over 65% of the companies selected cloud based solutions in the last two years alone. Now that we have gained basic knowledge of SMAC.

We will get some insights on the business benefits of each SMAC component in the next section of this tutorial.

Business Benefits of Each Component

Let us first start with the benefit of Social Media for businesses.

Social Media for businesses

There are many benefits of social media for businesses, some of them are:

  • Greater understanding of consumer perceptions to the company’s product

  • Enhanced capacity of the organization to identify new opportunities in the market

  • Ease of branding

  • Increased traffic to the company’s website

  • Enhanced lead generation opportunities

  • Better customer service and feedback.

Mobile Marketing

Some of the business benefits of mobile marketing are as follows:

  • Easy reach to customers as the users carry their mobile devices almost everywhere,

  • Awareness of the user’s location

  • Cost-effective marketing solutions

  • Enhanced direct marketing opportunities.

Analytics

Some of the business benefits of analytics are as follows:

  • Improved productivity

  • Enhanced ability to acquire and handle vast amount of data from various databases

  • Enhanced organizational ability to study and analyze newspaper reports or feeds from social media using tools such as SAP HANA

  • Encouragement to organizations to be data-driven.

Cloud

Some of the business benefits of cloud are as follows:

  • Reduced cost of IT and infrastructure

  • Easy data storage and improved accessibility

  • Increased speed and convenience

  • Easy data maintenance.

So far, we have discussed the concepts of social media, mobile, analytics, and cloud along with their business benefits.

In the next section, we will understand what benefits SMAC provides as a stack.

Benefits of SMAC as a Stack

Although each SMAC component is independent by itself, companies are beginning to treat them as an integrated whole, called the SMAC stack. The development of SMAC as a stack has opened up many opportunities for organizations.

SMAC integrates the features and benefits of each component into one stack, hence providing different opportunities for businesses. Opportunities could be anything from an entire range of organizational functionalities, such as marketing, finance, database management, CRM, and so on.

SMAC allows organizations to adopt variable cost structures, expand market shares, and improve their products and services. SMAC technology enables businesses to grow bigger due to its global reach, minimized overheads, and greater accessibility.

Let's look at the benefits of SMAC to professionals and organizations in the next section.

Benefits of SMAC to Professionals

  • Knowledge of the SMAC technology especially benefits students and professionals in the data science and analytics domain.

  • You can be an essential asset for your company for product development, sales and marketing, and business relationships on Social media.

  • Knowledge of SMAC helps professionals enhance relationships with geographically distant enterprises and help in knowledge exchange as well.

  • SMAC technology enables businesses to grow more prominent due to its global reach, minimized overheads, and more critical accessibility.

Benefits of SMAC to Organizations

  • As SMAC integrates the features and advantages of each component into one stack, it provides different opportunities for businesses. Possibilities could be anything from an entire range of organizational functionalities, such as marketing, finance, database management, CRM, and so on.

  • SMAC allows organizations to adopt variable cost structures, expand market shares, and improve their products and services.

SMAC Prerequisites

There are no prerequisites to learn SMAC from this tutorial. It is for anyone who wants to gain an understanding of SMAC.

However, components in the SMAC course have separate prerequisites to complete them which areas below.

  • The prerequisites to complete the Social Media courses are basic knowledge of the Internet, ability to use popular search engines, and working knowledge of the MS Office suite such as Word, Spreadsheet, and PowerPoint.

  • The prerequisites for Mobile Marketing courses are similar to the Social Media courses. However, a basic knowledge of using mobile apps is required.

  • The prerequisites for Analytics courses include fundamental knowledge of any programming language, basic knowledge of Linux, and fundamental programming skills. Working knowledge of Java may be required; however, it is not mandatory.

  • To take up Cloud Computing courses, you must have 24 to 36 months of work experience in IT networking, network storage, system administration, or data center administration.

  • You also must be familiar with any of the major hypervisors for server virtualization, though vendor-specific certifications in virtualization are not required.

Target Audience of SMAC Tutorial

The SMAC Tutorial offered by Simplilearn is essential for professionals such as-

  • Consultants and IT professionals

  • Sales and marketing professionals

  • Technical and Project managers

  • Students and other aspirants who wish to gain a thorough understanding of SMAC can also benefit from this SMAC tutorial.

Let us proceed to look at the recent market trends in the next section.

Recent Market Trends

Recent developments in technologies and emerging market trends have played an important part in the origin and development of SMAC technology as one stack. Each of the SMAC components are individually capable of improving a business.

However, combining them as a stack has changed the approach of businesses towards increasing their customer base, profits, and brand value. In today’s world, a customer’s decision is mainly the sum of the features offered by the SMAC stack.

A customer’s spending choice is based on the information available, practical product demonstrations, and reviews of a product or organization.

The available connectivity and networking options have enabled customers to discuss with their friends, peers, and other people before making their spending choices. This has led to the rise of social marketing strategies.

Mobile devices have widened the customer’s reach to information from various sources. Mobile applications have enabled businesses to reach their customers and interact with them at a personal level.

This has increased the need for mobile marketing strategies in many organizations. Statistical performance analysis, cost-comparison of a product to its rival product, and so on helps consumers make quick and well-informed decisions.

This encourages businesses to include analytics an important part of their marketing strategy. Cloud technology provides global accessibility of information and its compatibility with several devices have provided cost-effective solutions to individuals and businesses.

In the next section, we will learn about the concept of the new digital customer.

New Digital Customer

The concept of the new digital customer has arisen following the exponential growth in technology. Now-a-days, customers prefer online transactions to offline, mainly due to the benefits and flexibility offered by online transactions.

A company’s online as well as offline activities are represented on the section with the help of a diagram. As you can see, online activities are growing fast, in addition to being two-way and decentralized.

On the other hand, offline marketing is growing at a slower pace, it is also one-way and centralized in nature.

Therefore the new digital customer is the online customer, in command of the various Internet and digital technologies.

The emerging online trends with fast-changing technologies steer businesses to adapt themselves to reap maximum benefits.

This is explained with the help of the ADAPT model in the next section.

ADAPT

Every organization goes through certain phases to adapt themselves to the emerging trends brought about by fast-changing technologies. These phases can be explained with the help of the ADAPT model.

The phases in the ADAPT model include: Awareness, Denial, Acceptance, Progress, and Transformation. The model helps understand how new technologies are ultimately absorbed by organizations and individuals.

Awareness

Awareness is the first phase of the model where the organization becomes aware of the new technology and its potential for facilitating change.

For example, Internet boom happened in the early 1990s when organizations across the world started to feel its importance.

Denial

Denial is the second phase, where ‘denial’ is a tendency or state of mind that any organization or individual would initially display before adopting any new technology. \

For example, in the mid-1990s, many experts brushed off Internet as a fad or just a trend. This mindset continued till organizations found the Internet efficient and important enough to adopt.

Acceptance

Acceptance is the third phase in the ADAPT model where organizations begin to show true willingness to accept the new technology, and therefore change.

For example, the first step taken by retailers in their use of the Internet was to display their product catalog on the Web, which brought them small benefits of reaching out to customers without printing costs.

Progress

Progress is the next phase where the new technology adds new capacities to the organization and where the re-implementation of existing processes creates incremental benefits.

For example, the retailers give users a choice to review the products on the Internet, which was not possible in case of printed catalogs.

Transformation

The final phase in the ADAPT model is the transformation phase, where organizations reap the benefits from adopting the new technology.

For example, when retailers allowed their users to use the websites’ features to customize the products, it led to the development of custom-manufacturing businesses with greater margins.

Some of the business challenges faced by organization in adopting SMAC are:

  • How to popularize the business in the social networks?

  • How to connect with customers?

  • Which marketing strategy works best to improve customer experience?

  • What is the most cost-effective way to achieve productive outcomes?

In the next section, you will find out how SMAC helps in overcoming some of the business challenges.

SMAC - Challenges and Solution

SMAC serves as a solution to digitally transform organizations such that they can manage business challenges in the future.

The solutions offered by SMAC for some of the business challenges faced by organization in adopting SMAC are:

How to popularize the business in the social networks?

To enhance any businesses’ popularity in social networks, ‘social sharing’ can be used.

Social sharing is the practice of sharing the businesses’ products or services on social networking sites or social media.

An advantage of this practice is that the product gets introduced to potential customers who then provide relevant feedback and insights. These can be used to further improve the product or service.

How to connect with customers?

Here, mobile technology plays a crucial part, where it can be used as a platform to connect with customers.

According to a survey, about 60 to 80% people use their mobile devices to enter mobile marketplaces to shop and to search for other online services.

By using the mobile marketing technology, business revenues can be increased.

How to make use of the Big Data available in the world and optimize it to business?

Analytics plays a crucial role. Big Data can be used to extract the information. Various tools used in analytics can help businesses gain its hold on the Big Data.

What is the most cost-effective way to achieve productive outcomes?

The cloud computing technology helps build productive outcomes for businesses that are cost effective as well. This technology also helps in creating a limitless off site infrastructure for organizations, thereby cutting down the costs for maintaining a physical server.

Let us take a look at an illustration around SMAC implementation in the next section.

SMAC Implementation

An example of how SMAC is implemented in real-time business scenario is shown on the section.

the-example-of-smac-implementation

As seen in the illustration, customer enquiries, complaints, and bookings are usually completed in two ways.

One is through direct communication, where the customer visits a company’s website to communicate. The other way is via social media and mobile technology to reach the company website.

The company separates the structured data from the unstructured using various analytics tools such as CRM, complaints analysis, offers, and feedback analysis.

The results or feedback from analytics is passed to the customers, either directly or through various social networking sites or mobile apps. This entire activity is performed using cloud computing services.

Let us take a look at the lessons covered in the SMAC Tutorial.

Lessons Covered in this SMAC Tutorial

There are total Five lessons covered in this SMAC Tutorial. The lessons are listed in the table below.

Lesson No

Chapter Name

What You’ll Learn

Lesson 1

Social Media

In this chapter, you will be able to:

  • Define Social Media

  • Explain the advantages of Social Networking

  • Explain Social Media Marketing

  • Explain the impact of Social Media on business

  • List the emerging trends in Social Media

  • Explain the challenges and future of Social Media

Lesson 2

Mobile

In this chapter, you will be able to:

  • Describe the growth and reach of mobile technology

  • Explain mobile platforms and applications

  • Describe the concept of Enterprise Mobility and identify the implications for Enterprise IT

  • Explain mobile commerce and related concepts

  • List the threats and safeguards for mobile data

  • Explain the use of mobile devices in Machine to Machine communication

Lesson 3

Analytics

In this chapter, you will be able to:

  • Define Big Data, explain digital footprint, and describe Big Data Analytics

  • List the emerging trends in Analytics and discuss the challenges and future of Analytics

Lesson 4

Cloud Computing

In this chapter, you will be able to:

  • Define Cloud Computing, Cloud Deployment, and Service Models

  • Explain the impact of Cloud Computing on business

  • List the emerging trends in Cloud Computing

  • Explain the challenges and future of Cloud Computing

Conclusion

With this, we come to an end about what this SMAC tutorial include. In the next chapter, we will discuss Social Media and how it is used.

  • Disclaimer
  • PMP, PMI, PMBOK, CAPM, PgMP, PfMP, ACP, PBA, RMP, SP, and OPM3 are registered marks of the Project Management Institute, Inc.

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