Nowadays businesses are growing at rapid speed. Growth rate is dependent of a business niche. Some businesses rely on seasons to boom, some are evergreen. Growth is also dependent on their methods, how well they are utilizing current resources and how open they are to try out new things.
Technological changes have empowered businesses and users with a new dimension to explore. Some technologies are specifically for businesses and some are specifically for users. Some technologies work as a bridge between both, connecting both the technologies and simplifying so as to get easy to understand for other end.
Identity is emerging as a technology for every sector now. Almost everything is identity driven. From records to operations, identity is the centric core which is driving every operation.It is more than just a name and email id now, it now holds the key to a person, his/her personality, persona that is unique but can have similar characteristics as others.
With the rise of IDaaS market, exploring and experimenting with identities became easier. A Customer identity management platform helps businesses managing identities of their customers but along with managing their identities, it also helps in generating valuable insights about their customers.
Managing identities can be a hectic task, lots of resources are consumed but with iAM providers this problem is solved.
Why the focus should be in managing?
Well by managing identities, markets can also have knowledge of changing trends or what is new. Customers are never same, their taste changes from time to time, are uncertain.
They are likely to change and shape according to what seems to be a trending. For example, e-commerce, now most of the people have started using e-commerce sites, so businesses opted for this change and are now benefiting from it.
Likewise customer interests also plays important role, which marketers need to study and revise timely so as to stay updated with market and trends.
Focusing on identity definitely will add a boost to marketing and marketeers for their endeavors.