What are the social media platforms commonly used in Social Media Optimization (SMO)?

As far as social media optimization is concerned Facebook ranks right up there as the very-best option that you have in this regard. It has at least 1.59 billion users. As far as social platforms are concerned it makes up the largest demographic blend. It gives your business a fantastic medium where you can get in touch with your customers – existing and prospective – all across the world.

As far as advertising is concerned, managing Facebook is the easiest thing to do. Facebook also provides you the best platform to target people. Facebook ads can be used to match its current buyers with more than two million similar prospects that have the same characteristics. They are then taken to an opt-in page where their name and emails can be captured.


Twitter is one platform where your posts have the potential to go viral. When people share your posts and your content is re-tweeted you are likely to gain more followers. Most of the times companies share their recent news, articles, and updates that they normally upload on other major media channels. If you use hash tags you can have a major difference in building momentum for what you are posting on the platform.

So, when you are posting on Twitter you need to be aware of the topics that are trending on the micro-blogging platform. You need to include hash tags that are relevant in the present context. Quite often you can also re-tweet people with many followers as in that case some of those followers may follow you as well.

Commonly used Social Media platforms for SMO


In case you are working in a field that can be classed as being a business-to-business (B2B) one, you can do worse than use LinkedIn for social media optimization. In this regard LinkedIn is what your focus should be on. LinkedIn is the best platform to connect with professionals from various industries. You can easily target them using categories such as job title, and industry to name a few. Just like any other social media platforms building relationships is the main priority on this platform as well. You should prioritize building connections as opposed to starting off with a sales pitch.

LinkedIn Groups is one of the best features that you can have with regards to businesses. As a business you should establish groups that come within your niche category – you can invite others as well. These people must be there in the target market. Companies that have been successful in this regard normally focus on building new relationships with the best prospects. They normally work by identifying the professional titles of the people in question.


As a photo-sharing platform Instagram happens to be really popular – in fact the most popular. A lot of companies use this platform at tradeshows and events as part of their social media optimization strategy. When they host events they provide incentives to attendees to post photos on Instagram and use the hash tag for the event. At times, raffles and other free giveaways are also provided to people who take part in such events.


You should only use Pinterest when you have some fantastic images to share. This site has the capability to make high-quality images go viral and much of this can be credited to its visual nature. In case your image happens to be pinned by a member who is highly followed it can potentially be viewed by millions of people. It is also a great platform for promoting products. There are several companies that post photos of images and book covers that have quotes. These quotes are attributed to their authors and this helps in promoting their books.

You can also use Yelp and YouTube for social media optimization work.

How Google will engage your involvement in shopping with the help of new search result display policy?

As businesses it is always important to keep acquiring new customers on a regular basis in order to stay in the hunt for as long as may be possible. It is the responsibility of the companies to make sure that their products and services are working, that they are giving people what they want. There could be a few users of your product who are paying a lot of money or there may be thousands of people who are visiting your store and website without paying any money. It does not matter how you get customers and then keep them. All that matters is that you do so.

Being ready for the customers

However, organizations really need to ask themselves – are they ready for the customers that they are looking to get? They need to see if their teams are really equipped to handle a glut of users heading straight for their products and services. Moreover, they need to be able to evaluate their promotional strategy and its overall worth. Are they going to use the public relations methods that have been used traditionally or are they looking for inbound marketing? The first hard question that needs to be asked in this regard is if their product is ready to be bought by the user.

Judging the product quality vis-à-vis the buyers

Mark Zuckerberg has a famous quote – “move fast and break things”. For some startups this could be very-useful advice. However, when it comes to acquiring customers this might not be the soundest advice. It is always better to give customers the respect that they deserve. You must have spent plenty of time in developing your product. You should also devote a similar time in order to acquire consumers for the same. The strategy needs to be thought out with plenty of care and consideration.

Google will engage your involvement in shopping
Google will engage your involvement in shopping

Shopping today

Shopping is one aspect of our lives that has been impacted the most because of the technological advancements that we see around ourselves today. In fact, most of the tools that you use for shopping now may become obsolete five years down the line. Right now could be the best time to be a shopper. You have so much information around you that a wrong decision feels like a criminal act. The prices are so transparent that it is perfect and you are getting flooded with special offers every now and then. The retailers on the other hand may be experiencing nightmares right now.

How are the retailers feeling right now?

There are already plenty of names in the United States of America such as Tower Records, Linens ’n Things, Circuit City, and Borders that have fallen by the wayside. More are expected to follow suit quite soon. The retail sector experiences such disruption every five decades or so. 150 years back the modern departmental store came into being because of increase of railroad networks as well as spurt of big cities across the United States of America. 50 years after this we saw the automobile industry that spurted out cars by the millions.

History of retail sector 

This was followed 50 years later by shopping malls that were full of specialty retailers. They were mainly there in the suburbs that were forming slowly at that time. They posed a major challenge the departmental stores that were operating in the cities. Discount chains such as Kmart and Wal-Mart started to spread around during the 60s and 70s. They were followed by what were known as the big-box category killers such as Home Depot and Circuit City. All these either transformed or undermined the old malls.

Why online shopping trends increasing day by day?

Online shopping, as a trend, is getting more popular by the day, and there are some specific reasons for the same. First of all, no long do people have time in this day and age to go and spend long hours in shopping malls and other such entities in order to buy something. Secondly – and this could be the more-important reason of the two – the offers on online shopping platforms are so much more attractive than their physical counterparts. No matter what you are looking for – books, movie tickets, electronic items, insurance plans, accessories, flight and rail tickets, and apparels – it is now the norm to look for them on the internet.

We sell everything

These days, the number of online stores has increased at a phenomenal rate. No matter what you are looking for on the internet you can be sure that there is some or the other online store that is selling it. These days, people are also booking cars and houses on the internet for that matter. India is still at a stage where online shopping is yet to catch on in the truest sense of the term. However, it has indeed become much more popular than say three or four years back.

How does online shopping happen in India?

Quite often it so happens that people watch advertisements of online stores on their television or even while surfing the net. They visit those sites as well. However, it is not always that they make the crucial decision of buying the product that they came looking for in the first place. There are some definite reasons for this as well. Most of the people over here are afraid that they might be subjected to online theft and such other acts of crime if they shopped online. This has been found in a number of surveys done recently.

Online Shopping trend is Increasing
Online Shopping trend is Increasing

The question of reliability

Quite often these people are also afraid regarding the reliability of these online platforms. They are apprehensive about the same. In fact, this is quite a common trend still now. However, it is expected that with time people in India will slowly and surely get used to the notion of shopping online. Experts feel that the next generation will herald the biggest change in this regard. Already most of the people doing online shopping in India can be classed as young folks and it is expected that in the days ahead they will make the situation much better for the online sellers.

The big brands   

A cursory glance at the ones that are doing well in the online shopping scenario in India would reveal that it is the big brands such as Flipkart, Jabong, Myntra, Homeshop, eBay, Amazon, etc., that are doing well. They have huge repositories of goods and offer discounts that cannot be afforded by the smaller players. They are much more than shopping stores. They are actually wholesalers that are selling their ware much like what a retail store would do. But they are doing so at wholesale prices.

Why are they surging ahead?

Apart from some wonderful discounts that you are sure to not get anywhere else these sites also enable you to return products within a 30-day time-span in case the said product turns out to be a defective one. The increasing use of smartphones has also played into their hands as these service providers are making apps of their brands and then releasing them on platforms such as Apple Store and Google Playstore from where users can download and install the apps and then buy the products that they wish to. It is expected that even as smartphones become cheaper and more abundantly available more people will be shopping online.

Why Android Smartphones are Used Largely in Comparison with iOS and Windows enable Smartphones?

For past few years, there has been a continuous battle between three gigantic mobile operating systems- Android, iOS and Windows. Undoubtedly, Android is still leading in this competition, though iOS is not far behind yet Windows can change the game for certainty at anytime. We all know that in terms of sophistication and performance, iOS is way ahead than its other two competitors, but when comes to popularity why the statistics say otherwise? There are quite many factors behind this. Let us discuss them here in this article in a language which can be comprehended by one and all.

 Usability and Affordability

India has been a prime target of all kinds of industries because it has a huge market base. Talk about hospitality, retail, FMCG- all big names are in a rush to make foothold in India. This enormous customer-base is the USP of Indian market. And this is where iOS lags behind than Android. iOS is used only in iPhones which is costly. And the fact is, though India has one of the hugest smartphone markets in the world, most of its users cannot afford Apple products. There will be huge queues in front of the Apple stores every time it launches a new version of iPhone or Macbook or any of the products.

Still it cannot beat the combined market of Samsung, Lenovo, Macromax, and so on. These phones come in all price ranges, thus can be afforded by students to people from low income group. A new first hand Android smartphone can be bought for Rs 4500 and with a limited internet package it is quite affordable. On the contrary, even the oldest iPhone will cost you no less than Rs 20,000 if not more.

Android Smartphones are Largely Used  than Others
Android Smartphones are Largely Used than Others

On the other hand, mobile phone giant Nokia which almost vanished after Android came into the picture, resurfaced with Windows 10. In terms of affordability, it is within reach of most of the customers. Nokia has enjoyed a goodwill of long lasting and sturdy handsets and hardcore Nokia lover will go for these phones, no matter what operating system is installed. Most used apps in India are WhatsApp, Facebook, Twitter, Instagram, and Dropbox and they are compatible with Windows 10 as well, but when it comes to receiving updates on these apps, it still lacks the speed as well as smoothness of other two operating systems.

User-friendly Interface

The interface of iOS is too sophisticated. It is so direct that it is difficult to mess up. On the contrary, Android is complicated when compared to Apple’s product. But people in India would rather prefer this complicated interface because they can handle it better. If you talk to a senior citizen who regularly uses a smartphone to stay connected with children living abroad, he would vouch for an Android phone because even if anything goes wrong with it, it can be fixed conveniently. But most of them would be too scared and cautious while using iPhones and iPad because if it is messed up, it will cost quite a fortune in fixing it. It is same with Windows phones as well. Though they don’t cost much, but they are obviously not user friendly and apps lack all the features.

That section of the society which uses Apple products would always regard Android or Windows as their poor cousin, but unfortunately, this is a very small section when you compare it to the Android market. The features are limitless in this operating system. It is affordable and easy to use. Smartphone is something we use every day in almost every chore of our life and Android fits the bill just too perfectly.

How Cloud computing help us to process data easily and it’s uses?

There are so many ways in which cloud computing is changing our lives. With each passing day its impact only seems to be growing. Not many might know but it is making some major impact on our social lives as well. Thanks to Facebook, Twitter, Google, and YouTube you can see how human interactions have been changing. It is now possible for any and every event to go viral and reach all corners of the world. It is now that the word global has attained its proper significance. At the same time, you are also seeing emergence of individuals who can be termed citizen journalists and that too on a global scale.

Becoming a reporter

These days, thanks to the increasing use of technologies such as internet anyone can become a reporter and that too at the drop of a hat. No matter when you look at the media you would always see live news feed coming in as if there is no end to it. This has also led to massive social upheavals at times. The incidents of Arab Springs are perhaps the biggest examples of such an effect. Thanks to the social networking sites nowadays it is also possible for you to look for near and dear ones with whom you may have lost contact in ages.

Getting connected

These sites are playing a commendable role in helping people stay connected. In fact, people who have long lost contacts with each other are now coming together and forming communities that are further assisting them to stay in touch. Facebook is the biggest example of such a site. These days, you would also see public figures such as politicians and celebrities taking to sites such as Twitter in order to get in touch with other people and thus stay relevant. With the help of sites such as these they are getting a feel of things and also stating their views and opinions.

Concept of Cloud Computing
Concept of Cloud Computing

How are things working out?

Alongwith this, these popular and powerful individuals are also aiming to influence community opinion through these sites. However, they are also feeling the influence and pressure of people whom they are trying to get behind themselves. Thanks to cloud computing and other similar technologies these people have been able to make the most of the social media space that they are active in. They now have the very best analytical tools at their disposal.

How are businesses being benefited?

Businesses these days are also using cloud computing from the social media websites in order to get high-class insight on critical areas of business such as services that have potential to earn well, requirements of the customers, and any innovation that they need to make. Cloud computing has had some telling effect on education as well. In fact, educational entities have now realized the power of this technology. As such, they are also pretty keen to adapt it for their own benefit. There are several benefits that cloud computing is able to offer them.

Benefits of using cloud computing in education

Thanks to cloud computing students can now access data at any time and place of their choosing and they can enrol in classes taken on the net as well. They may also take part in various group-based activities.  The institutes are also gaining this way because they are able to combine processes of business automation and thus streamline their subscription, tracking of assignments, and class enrolments. This has helped them bring down their expenses significantly as well. These institutes are also able to use the immense data storage capabilities to store data and thus reduce the need for a complex system.

Do you know how to make your site mobile friendly?

In this day and age, having a website that can be seen on mobile is much more than just a good thing to do. It is one of the most-important requirements of business. comScore has recently come out with a statistic, which says that more people are using internet on their smartphones as opposed to a desktop. So, you might as well understand how important it is to focus on this aspect of your business. There is no other way for you but to optimize your website for the various mobile devices that are out there. As much as 50 per cent of the people say that they are never going to revisit a website if it fails to load properly on their mobile devices.

Creating a mobile version of your site

The best and also the one way that takes the shortest time in making your website mobile friendly is to build a mobile version of your website. For this you can use platforms such as Duda Mobile and bMobilized. This is a rather-simple way to make sure that your site is compliant with the expectations of it but it also means that you need to maintain a couple of separate websites for all intents and purposes. At times, it can get really difficult to upgrade two sites at once. In fact, your users may also get frustrated if they see that one site has less content than the other.

Grow your business with Mobile Friendly Website
Grow your business with Mobile Friendly Website

Using mobile plug-ins   

You can also use mobile plug-ins of website content management systems that are popular. A list of such systems would include names like WordPress, Joomla, and Drupal. All these sites have the plug-ins that can help you make your site a mobile-friendly one without the need to create a couple of versions of the same website. In case of some of these websites you would get extra ways in which you can customize the mobile experience users have on your site.

With the help of the plug-ins you can provide content and also include features that are always used the best on mobile devices. The mobile plug-in of WordPress is known as WPtouch. As far as the site itself is concerned this is one of the best plug-ins that it has. It can easily make your customers’ experience a unique one. If you use a paid version you will get the additional features that are meant for e-commerce sites.

If you wish to use a simple mobile theme that would make sure that all your websites can be accessed using mobile phones then you can use JetPack, a product of WordPress. In the same way, you can use mobile plug-ins from Joomla as well. The leading names in this regard would be Responsivizer and JoomlaShine. Both these are quite simple ways for imparting mobile functionality to your website. However, you would only need to use them if you were using an earlier incarnation of Joomla like 2.5 or an even-older one. If you are using Joomla 3.5 it already has support for mobile websites.

Drupal also has a couple of mobile plug-ins named ThemeKey and MobileKey. These detect if the device on which the site is being viewed is a mobile website or not and then change the site’s theme automatically to one that is friendlier with respect to mobile phones. The interfaces of both these platforms are quite easy to use as well. If you wish to use other content management systems for this purpose you can always look up the internet and learn more on the issue. You can also use a responsive design that prioritizes mobile devices.

How analytic tools help to grow your business?

There are several ways in which analytic tools can help your business grow, reach the level that it is supposed to. For example, it can help you understand various keywords and phrases much better than what would have been the case otherwise. Most of us are under the impression that we understand keywords and phrases that are encouraging people to come to our site. This can only be confirmed with the help of analytics. It is with the help of analytics that you can explore your organic search traffic and see which phrases are helping people find out and then get to your website.

Taking those big steps

In fact, with the help of analytic tools you can also see the rate at which people are looking for a term related to your website or business in general. You can also see how people who are doing the search are looking for the presence and quality of usage of a particular keyword or phrase in your website or one of the webpages for the matter. You can see the various things that people are looking for in your website, how long they are staying, etc. The analytical tools can also help you determine the nature of these visitors – are these new visitors or are they people who have been to your website before as well

Finding out about things

These tools can help you determine if a search term is leading to just a visit or are people talking on your website as well. As soon as you are able to make sense of this huge amount of information at your disposal you would be able to cross-check it with other data as well. This can help you make those important changes to your site as well as the various keywords in different segments of your website.

Web Analytics for your Business Help
Web Analytics for your Business Help

Understanding customers

When you are able to understand your keywords and how people are using them then you should also be able to understand the people that are using them. These tools can actually help you understand and establish patterns to their behavior. This way, you are able to compartmentalize them the same way as you do with your keywords. This is a major help when you think of it carefully. It could be that customers are coming to your site after reading reviews of your site or business as such on sites that review the kind of work that you do.

The case of conversion

With these tools you can easily track how many people are converting into customers – and regular at that – and also understand what is leading them to do so. You can easily understand the source of such behavior as well. This can help you realign your strategies. At times, you may also see people behaving differently to what you had thought they would be doing. They may be taking a different route to what you would have expected. It could be that they need more information before they become buyers per se.

The question of trust factor

It could also be that these people are looking for a little more time to trust what you are doing. When you look at these analytical tools’ results you can gain a greater degree of familiarity with the activities that people do and the kind of path that they took. With the help of these results you can target them in a much better way and gain their trust in the process. You can basically improve the experience that they have had on your site. You can take all those steps that you need to in order to grow.

Top 5 online wholesale eCommerce portals in the world

Symphony Commerce is one of the top online wholesale portals of the world. It operates on SaaS (Software-as-a-Service). A lot of experts rate this so highly because they believe Software-as-a-Service can be used to create a wonderful solution that would be right for all businesses irrespective of their size. It is not that only the big business houses that are able to bear the overhead expenses of farming out projects will be able to use Software-as-a-Service. The beauty of Symphony Commerce is in the fact that it has much more than Software-as-a-Service. The organization markets itself as a commerce-as-a-service provider. It is also well equipped to combine all its physical offerings in a digital one and this is where it stands out from others.


Squarespace can be described as complete e-commerce platform and in spite of that it is an affordable one. It can actually do good business as a small business and grow well to reach your ambition. Squarespace offers a number of templates and all of them can be used pretty well, which is a further testament to the strength of this site. It also offers some gorgeous layouts and you do not need to know any code in order to be able to choose one. If you build your online store using its services there would be no limit on the number of items you will be able to upload on your online store.


As far as flexibility among e-commerce platforms are concerned Magento tops everything else. It can easily accommodate the needs of small businesses as well as the large businesses. This also makes it one of the most scalable platforms in the world as far as e-commerce is concerned. The platform also happens to be a popular one considering the fact that it is an open source one. Its open source nature makes it easy for you to add a feature and improve the look and feel of your e-commerce site. For example, in case you wish to add to the conversions on your site you can always add Nosto. This is a free extension that helps track unique behaviour by visitors.

Top 5 wholesale eCommerce Platforms
Top 5 wholesale eCommerce Platforms


CommerceHub happens to be a cloud-based platform where retailers are allowed to increase their inventory and do so dramatically, at that. The same goes for the products that they are able to offer to their customers. This is an important feature considering how they lend support to their business on a regular basis. The question is how they got to this position. CommerceHub basically works as a platform for merchandising and fulfillment, and basically connects suppliers and online retailers. Anyone who has attempted to set up a relationship with suppliers would know what a major achievement this is. A lot of businesses without proper recognition are not able to get in touch with the best suppliers.  Drupal Commerce

A lot of experts say that Drupal Commerce is easily one of the finest e-commerce systems when it comes to power and action that the site can offer to its users. In fact, it happens to be one of the few e-commerce platforms that has a built in content management system (CMS). People who use Drupal can customize their workflows with a lot of ease. This is why it is preferred by so many marketers around the world. This is especially applicable for marketers that are not that experienced with regards to the e-commerce platforms’ back-ends.  The platform itself is really flexible in the sense that it can be configured and modulated rather easily. This also implies that it is built to scale.

How to avoid cyber hacking or crime at the time of cashless transaction?

There are several steps that can be taken to avoid being the victim of cyber hacking or any other form of crime at a time when you are taking part in a cashless transaction. You can always implement an authentication component containing two factors. You can use things like one-time passwords (OTP), Secure Sockets Layers (SSLs) and 128 bit encryption as a form of security measure. You need to make sure that you withdraw your money from an ATM that comes equipped with the latest anti-skimming technology as well as round-the-clock surveillance. It is also important that your banking systems are in compliance with the latest regulations.

What can the bank do?

The bank can play a major role in safeguarding the interests of its customers by adhering to the latest standards that happen to be reputable as well. They also have to take measures that are effective in countering menace such as malware as well as distributed denial-of-service attacks (DDoS). It is also important that you never respond to SMSs and e-mails that ask for your personally identifiable information (PII). In order to make sure that hacking thieves can be kept at bay you need to monitor your bills and bank accounts on a consistent basis.

The importance of PIN

You should also refrain from sharing your personal identification number (PIN) and related details with anyone else, especially people whom you do not know. The firms that are handling the online transactions need to make sure that they are using systems that are compliant with the standard named Payment Card Industry Data Security Standard (PCI DSS) 2.0.  Last, but not the least, there is also the need to educate ourselves regarding the different risks that we face when we transact online.

How to proceed for a secure cashless transaction
How to proceed for a secure cashless transaction

The importance of learning by ourselves

We need to learn what are the steps that we can take in order to lessen or completely do away with the risks that we are exposed to when we are transacting online. We need to do this so that India is able to achieve its aim of transition to a cashless economy at the earliest. There are several questions that can be asked when we speak of such a scenario. For starters, we need to judge the importance and necessity of the security measures being taken to make these cashless transactions safer than before.

How are digital transactions being affected by cyber crime?

This is also one question that needs to be asked as that will influence how we prepare ourselves for this menace even as we take our first few steps in becoming a digital economy per se. For starters, there are many benefits of digital transactions. It reduces the amount of cash that you have to carry around. However, it is also true that such form of transaction too is facing plenty of threats and a lot of them are evolving on a regular basis. Cash is normally regarded as king but the situation is quite different in a number of countries.

Where cash is trash

Totalpayments.org states that there are five countries that lead the world when it comes to cashless transactions. Sweden heads the list and as a result of cashless transactions has seen its bank robberies come down to 16 in 2011 compared to 110 in 2008. Somaliland is also one region where the electronic banking system is so much better than some of the advanced countries of the world. Kenya uses the M-Pesa system that can be used for a wide variety of activities such as receiving salaries and paying school fees and other bills. Canada and South Korea are included in the list as well.

What are the top 10 trends for digital transformation in 2017?

One of the first trends that we are going to see with respect to digital transformation in 2017 is the increased role of adaptability with regards to success. There are going to be changes whether you want them to happen or not, and whether you chase them or not. A major example of this is the way cloud computing evolved the last year.

Users will become more important

It is expected that users would become more important in 2017. In this connection you need to understand the simple thing that the concept of customer experience also includes the people working in your company. As far as digital transformation is concerned satisfying your customers is going to be the major task.

Innovation has to become quicker

It is expected that in 2017 innovations in the domain of digital transformation will happen at a far slower pace than before. The marketplace is always evolving and the one way in which a company can stay relevant in such an environment is by becoming more proactive in its innovations. Less time needs to be taken in testing, judging, and analyzing new technology.

Embracing remote workforce

These days, young professionals want to have flexible working hours and that demand is greater than a good pay package. With increase and consequently greater usage of resources such as bandwidth and mobile technology businesses will be able to employ and also retain the best professionals across the world. Any professional these days would like the opportunity to work from a comfortable location.

Digital transformation in India
Digital transformation in India

Augmented reality and virtual reality

The fact that Pokemon Go has been so successful shows that virtual reality (VR) and augmented reality (AR) are here to stay. Any company that is yet to understand this simple fact can count its days. Previously, only the gaming companies were using them but now their appeal has spread far and wide since they have become easier to use.

More application process interfaces (APIs)

The very notion of digital transformation is related to shadow information technology (IT) and there is always an inherent need to get things done lot more quickly than what is the general norm. So, it is expected that in 2017 more application process interfaces would be the norm of the day.

Stress on analytics and big data

It is really not easy to sum up how important big data is to a business context. It is common knowledge that the business world has an unbelievable amount of precious data but that does not mean that companies are making the most of this. This is expected to change come 2017.

Driven by Internet of Things (IoT)

It is expected that Internet of Things will play a crucial role in driving the digital transformation forward. Just as big data is invaluable to people in the marketing data, similarly Internet of Things gives them exceptional insights into how the customers may be thinking.

Artificial intelligence (AI)

It is expected that in 2017 artificial intelligence (AI) will play a much larger role and they will help with the development of more smart machines per se. Our relationship with everything technological would only become more nuanced in the year ahead and machines will soon be capable of learning and adapting to various environments.

Destruction of silos

The role that the chief information officers played previously is expected to change in a significant manner. In fact, it can be safe to say that the change has been dramatic especially in the past 10 years or so. There are new roles such as Chief Customer Officer and Chief Digital Officer that can be expected to change things around come 2017.