Why Cloud Computing is a Marketer’s Dream Come True
Cloud computing offers huge possibilities to companies in terms of scalability and cost-savings. However, the department that should really be excited about all of the possibilities cloud computing has to offer is marketing. As marketing has moved online with social media, marketers have found themselves increasingly dependent on the IT department to help them access and run the tools they need. The problem is that many businesses are unable to provide the data space and advance applications marketers are looking for to take their work to the next level. Thankfully, cloud computing in large part seems to address this issue providing multiple benefits to marketers such as the following:
1. Broader Access to the Consumer
While the main focus of cloud computing has been on what it can do for business. Cloud computing has also helped consumers connect to the Internet from wherever they are on multiple devices. This means that online advertising, social media outreach and email offers are reaching more people for a greater amount of time because the consumer no longer has to be sitting at a computer in order to be reached.
2. Access Flexibility
Marketers that keep their data in the cloud are then able to access that data from wherever they are as long as they have a mobile device. This provides the flexibility to adapt campaigns and work on ideas as soon as they have them. The marketing director at Whole Foods, for example, manages the company’s pins on Pinterest from wherever he is, whenever a creative idea comes to him.
3. Less Resources Go to Infrastructure
Vanson Bourne surveyed 1,300 organizations in the U.S. and U.K. on how cloud computing had affected their businesses. Within the marketing department, 76 percent of those surveyed indicated that cloud computing had reduced the need for the IT team to maintain infrastructure, freeing up time and resources for strategy and innovation. While IT maintenance is one of those important costs to keeping a company up and running, it doesn’t contribute directly to the profitability or growth of the company. Freeing up IT to be able to focus purely on strategy allows for faster implementation of applications and less lag time between coming up with an idea for a research project or campaign and implementation of the idea.
4. Access Big Data Analytics
Examples of how big data can dramatically improve marketing outreach abound. From Netflix using big data to successfully create its original show, House of Cards, to BloomReach’s smart app that customizes a mobile app’s landing page to the individual based off of their previous online activity, most companies have started to think about how big data can help them. The problem is many businesses don’t have the internal capacity to handle the amount of data online activity—such as social media interaction—creates. However, thanks to big data as a service, companies can connect to the cloud in order to access big data analytics. This means more effective social media engagement and a better understanding of the online customer is as simple as signing up for a service and getting started from day one.
5. Compete with Bigger Brands
Wouldn’t it be nice to have the infrastructure to run the high-end social media campaigns that big companies do? Thanks to cloud computing, anyone with a business idea can connect to an infrastructure complete with the software in place in order to start operating immediately. This means that small and medium sized businesses can now compete with bigger brands and run the big social media and other online campaigns that they have been dreaming of.
Are there any benefits we’ve missed? How has cloud computing benefited you or your business?
Author Bio: Gil Allouche is the Vice President of Marketing at Qubole. Gil began his marketing career as a product strategist at SAP while earning his MBA at Babson College and is a former software engineer.
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