When in cloud 
 
Cloud computing has been around for so long that, for some, it has become somewhat of a cliché. It is predicted that the term will soon end up on a buzzword graveyard1the reason being that a vast majority of systems and services used by all kinds of companies are already cloud-based. Thus, pointing out that they ARE cloud-driven may feel a little redundant. A few months back, Forbes revealed that 83% of company workload would be stored in the cloud by the end of this decade2. Now approaching 2020, we can see that the cloud adoption rate is, indeed, on the increase3 - and it shows no sings of slowing down.  
 
The whole situation is, of course, far from being unfounded as, in computing terms, the Cloud can serve dozens of purposes – and it does so remarkably well. Opening up hundreds of new opportunities for growth and innovation, not only has it found its way into every possible industry, but it has also become the single most powerful tool in the business arsenal. This is but one explanation of why the Cloud is so popular among marketing and customer engagement professionals recently. But, as always, there is more. 
 
Marketing cloud – a symbol of digital revolution 
 
Just like every other business management process, marketing is easily influenced by technological progress. We have all seen the radical change in advertising caused by social media. And now, in a time when companies process a staggering amount of data every day, the Cloud is proving to be the missing link between modern enterprises and today’s customers, helping bring the two groups closer together.  
 
So why are marketers so keen on using cloud computing for promoting their brands and driving customer loyalty? There are several answers to this question. 
 
First, time required for implementation. It is much easier to get, for example, a cloud-based customer relationship management (CRM) platform up and running than it is to implement an old-fashioned on-premises system. That is due to the nature of the Cloud itself; it was designed to be instantaneous without compromising on the quality of services. As a result, every promotional activity, such as a new, personalized marketing campaign, can be performed within a few minutes of system initiation. For this reason, the Cloud guarantees the shortest time to market, which plays a major role in modern marketing.  
 
Then, there is the matter of scalability and cost-effectiveness. Marketing clouds are advanced, yet still very affordable IT solutions, the functionality of which can be easily configured to meet any marketer’s requirements and expectations. Many marketing cloud providers, such as Comarch, deliver their products in a pay-per-use (subscription-based) model, allowing their clients to pay only for the services they use and transactions they make. It goes without saying that the Cloud also ensures substantial savings resulting from reduced operational costs, which arise from the lack of need to perform any maintenance processes. In addition, any cloud user can assign their IT departments to other tasks that will prove just as critical for the company’s success.  
 
When discussing their migration to the Cloud, marketers also place great emphasis on security and reliability – and rightly so. Thanks to cloud computing, physical data loss is a thing of the past. Storing data in their state-of-the-art data centers with the highest security standards, cloud technology providers ensure that their marketing clients can process all their sensitive data efficiently and get instant access to that information anywhere, and at any time, without worrying about data integrity or security vulnerabilities.   
 
Finally, do not make the mistake of thinking that clouds are but compressed IT solutions of limited functionality. Incorporating algorithms of emerging technologies such as artificial intelligence and machine learning, today’s cloud-based CRM systems are just as effective as their on-premises relatives, if not more so. Many of them provide thousands of features such as big data analysis, offer personalization, and loyalty program management, which marketers can use to promote their brand across multiple channels, engage new and existing customers, and drive better business results in no time.  
 
No two clouds are the same 
 
As you can see, there are many benefits of implementing a cloud-based solution in your business. But it is important to remember that, just like in nature, no two clouds are the same. Cloud-based marketing solutions may differ in terms of their application functionalities, or their price range, but key to = becoming a successful marketing cloud user is to choose the right technology provider; as a partner that understands your business needs and provides all the tools you need to reach your goals. 
 
The Cloud is a business opportunity – so be sure to seize it. If you don’t, you can be sure that your competitors will not be so lax. And then, it will be even more challenging to keep up with them.   
 

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