Data has always been important to business. While it wasn't long ago that businesses kept minimal information on people who bought their products, nowadays companies keep vast amounts of data. In the late 20th century, marketers began to take demographics seriously. It was hard to keep track of so much information without the help of computers.

Only large companies in the '60s and '70s could afford the research necessary to deliver real marketing insight. The marketers of yesteryear relied upon focus groups and expensive experiments to gauge consumer behavior in a controlled environment. Today even the smallest of companies can have access to a rich array of real-world data about their consumers' behavior and their consumers. The amount of data that is stored today dwarfs the data of only a few years ago by several orders of magnitude.

So what kind of information are businesses storing for marketing purposes? Some examples include:

- Demographic information — age, gender, ethnicity, education, occupation and various other individual characteristics.

Not too long ago, Apple added something phenomenal to the iPhone OS: a dashboard screen. If you have a Macintosh computer, you may be familiar with the dashboard that is available (regularly) by pressing F4. Otherwise, you can draw similarities to your Windows 7 Dashboard on the right hand side of your desktop, that shows you updates on your applications and widgets you add to it. Finding your dashboard on your iPhone is just as easy: just put your finger on the top of your iPhone screen, and drag down.

Here, in your dashboard, you will see all of the updates that has been pushed into such by your applications that desire to send you messages: things like new text messages, new updates to your subscribed magazines, your messages on payment applications. If you have reviewed a message set by an application by tapping on it, that message will automatically become deleted. However, if you don’t desire to go into the application to delete it, simply tap in the top right on the bar that categorizes that particular application, and tap again to clear all of the messages set by that application, and clear up your dashboard.

But, your dashboard isn’t all about your application. You not only get your messages, but you get important information set by default applications, such as the weather. If you don’t feel like scouting out your weather application amidst all your applications you have downloaded, simply go into your dashboard, and find out the forecast for the whole week, just by a simple swipe. Not only that, tickers for your stocks are displayed near the bottom of the dashboard.

Social marketing firm Buddy Media is being bought out by Salesforce.com in a $689 million stock and cash deal. The transaction will close Oct. 31 (the end of the third fiscal quarter).

Among its 1,000 customer, Buddy Media includes the companies ofFord, Hewlett-Packard and Mattel. Thanks to its capabilities of sending targeted marketing content through YouTube, LinkedIn and Facebook, Salesforce.com will build on the monitoring technology in social media through its recent Radian6 purchase.

According to Salesforce.com CEO Marc Benioff, the Marketing Cloud leadership will enable the company to take advantage of the massive opportunity within the next five years.

The purchase is arriving on the heels of rival Oracle’s buyout of Virtue, who is the competitor to Buddy Media.

Disruptive technologies such as hand-held devices, cloud computing and social media are rattling the foundations upon which traditional businesses are built. Enterprise customers have grown smarter at ensuring the latest technological trends work in their favor. Everyone is trying to zero in on their core competencies by employing commodity services to run their business.

Likewise, enterprise application vendors need to zero in on their core competencies and enhance more value to the businesses of their clientele by leveraging standards-based commodity services, such as IaaS and PaaS, provided by leaders in those segments (e.g. Amazon EC2, Google Cloud Platform etc.).

What else enterprises need to do is learn to adopt new and emerging technologies such as cloud, utility and social computing to build on them to penetrate new market avenues.

New small and medium-sized entrants into the market are constantly challenging enterprises given their ability to rapidly turnaround and address the requirements of the customers in a cost-effective manner. Additionally, these new advancements also affect how enterprises create, deploy, and manage solutions and applications. If you take the example of Force.com, for instance, you find that it’s a common war zone for enterprise application vendors to furnish SME markets with their applications, with the new entrants mostly having an edge.