Cloud computing and SaaS solutions are growing and changing businesses processes, thankfully for all good reasons. How cloud computing principles impact advertising and marketing industry? Is it practical to quote that cloud computing is revolutionizing the marketing landscape?
In the era of cloud computing and big data, chief marketing officers (CMOs) can either go down or float depending on their strategies to identify the significance of the consumer information available to them or what they are able to capture and put it to use. Technological advancements over the past ten years have revolutionized the marketing industry – conversations take place in real-time, messages are more personalized and content is king. Marketing has entered a golden age. While these advancements have dramatically formed strategies – both at a business and marketing level – they have also redefined the traditional role of the CMO.
Marketing is quite important function for today’s corporations. Decent budgets and robust technical support is the must to have for marketers. Today’s marketers need fast and innovative tools that will help drive demand for their products and measure result of their campaigns real time. These needs are not luxury but a necessity for lead and demand generation. Cloud computing could be a great help for marketers in fulfilling these needs. Cloud based applications make it easy to share data and processes and deliver efficient campaigns within budgets. SaaS subscriptions based tools are quite popular nowadays and easy to try and test.
As expected, Data is the new fuel for marketing campaigns. It drives all decisions. Good news is tremendous volume of consumer data is available. It is more interesting to see that this huge data is the biggest treasure as well as hardest challenge for CMOs. As the number of communication channels increases, there are new sources of behavioral data available to marketers. No doubt, all can add valuable perception, but the danger is that there’s currently so much data that it’s become increasingly tough to know how to efficiently make use of it all, how to collect, store and manage it.
One of the expected duties of the CMO is assuring that capabilities exist within the organization to recognize, mine and analyze the convenient data-sets and turn it into actionable insight. This means investing in, and possibly fighting for, the right systems, processes and people. This requires a step-change in thinking and skill-sets. Besides traditional marketing expertise, the CMO of the future will need to be proficient in Information Technology as the management of information will be absolutely critical to business decisions.
The need for IT capabilities within the role of today’s CMO is further enhanced by the emergence of cloud computing and its potential to transform digital marketing. In addition to the immense volumes of consumer data, another important challenge has always been the integration of different internal CRM systems. The cloud gets round this problem by permitting CMOs to pile up all data from different departments into one, easily accessible system.
Most significantly, from a marketing perspective, it permits brands to utilize the vast volumes of behaviour data at their fingertips to deliver extremely targeted, personalized and effective communications. But again, such gains can solely be achieved with foresight and an understanding of the most recent technological developments and their potential application to the business and its existing systems.