Until recent years, cloud technology was only used by a handful of organizations. However, it’s since become crucial to firms of all sizes in every industry. From manufacturing to real estate, the cloud offers an array of benefits that allow businesses to run more efficiently. Oracle CEO Mark Hurd has even gone as far as describing the cloud as “foundational to modern business.” Many businesses, especially marketing-related businesses, cite the cloud as a critical component of their success. In fact, 15 percent of digital marketers already use the cloud to support their marketing efforts. According to Mark Yolton, VP of digital strategy and enablement at Cisco, “Marketing toolsets, especially those that are interacting with digital channels anyway, make great sense to be cloud-based.”
For marketers, cloud is a “ready” solution. It gives on-demand services to marketers by allowing them greater flexibility to purchase as many features as they want and the ability to deploy applications immediately. That greatly reduces the time to market, a factor which often governs marketing success.
Here are a few ways in which the cloud is influencing marketing strategy:
1. Optimizes social engagement
An integrated cloud platform helps you manage and optimize social engagement by enabling social listening, which allows marketers to gather more information about client sentiment from niche communities. They can identify common threads or trends in sentiment for a particular brand, product or corporation. From there, marketers can better understand the perceived value of their target communities and tailor marketing campaigns to match. This ensures that marketing teams provide relevant experiences to their customers, who constantly evolve in their ways of interacting and communicating with a brand. Integrating the cloud with social listening tactics puts the customer at the forefront of digital marketing, which should be a top-of-mind consideration for marketers today.
Cloud technology has created a streamlined method for sentiment analysis and social listening, which previously would have been a tedious task. With all the social platforms available at the fingertips of today’s consumers, searching for related text and identifying patterns would have otherwise taken a huge amount of time. Utilizing the cloud to gather this information, however, has enabled marketers to plan campaigns more quickly and centralize the results of these campaigns into one singular hub.
1. Fosters collaboration and communication
Marketers have the cloud to thank for many of their workflow efficiencies, which have been shaped by the many collaborative tools established by cloud technologies. Because the cloud operates through the internet, it enables users to access programs and data anywhere with an internet connection. Paper documents and file folders have gone the way of the cloud, and as a result, a paperless business environment has basically become the norm. Cloud-based document sharing solutions like Google Drive, Dropbox and a host of others have made documents accessible regardless of location.
Remote access also makes organizational communication much easier. Rather than sending files back and forth over email or exchanging information through lengthy phone calls, team members can collaboratively update shared files in real time. This reduces the time it takes to collaborate on new campaign materials, in-house presentations or client-facing deliverables and allows teams to efficiently accomplish daily tasks.
1. Improves cost efficiencies
As cost effectiveness continues to be at the forefront of marketing executive decisions, many would be happy to know that cloud-based systems are immensely cost efficient. Because access to cloud-based systems is offered on a per-month, per-user basis, front-end investments are slim, and the business is only required to pay for the resources they use. Aside from eliminating the high cost of hardware, users can enjoy a subscription-based model that’s much kinder to cash flow. With this cost structure, marketing teams are able to examine and invest in channels that bring a higher ROI.
Additionally, cloud-based systems can easily scale up or down, so as your business grows or shrinks, you can easily “rent” storage as needed. This ensures that your marketing budget isn’t being spent where it’s not needed, and adding additional services is just as cost-effective. The cloud continues to gain ground as an integral component for business solutions across almost all industries vying for consumer attention in today’s marketplace. The cloud and its many functions provide marketing teams with the flexibility, scalability and intelligence their business needs to optimize every customer interaction, drive greater engagement and increase conversion rates to generate impressive business results.