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Cloud in marketing. Why do marketers choose the cloud computing solution?
Posted by on 17.03.2014 02:51

Cloud computing is no longer in its infancy - it has reached maturity and systematically displaces the old technology from the market. More and more industries recognize its advantages, including the advertising and marketing sector. In this material we will show you why this is happening.

 

Cloud is becoming widespread

We do not try to scare you - these are the simple facts. Forbes, Forrester or Gartner have long been informing about the dynamic expansion of the cloud computing technology worldwide. The big players in the industry predict that by 2016 as much as 33% of all digital data will be processed in the cloud.

This is mainly because of the fact that we become more and more digital society: bank statements, invoices for telephone or Christmas wishes - it is all, in the majority of cases, handled in digital form. It is estimated that statistical household in 2016 will process 3.3 TB of data in digital form. For comparison, in 2011 the same household processed only 464 GB.

At first glance, it appears that these are not the amount of data that we would like to keep ourselves at home and so, it is not happening - they are usually hosted on the outside, more often in the cloud.

Experts from Forrester go even further and argue that in 2020 the majority of users will abandon desktop applications and move on to online one. Interestingly, this is not always motivated by the will of the users, it is because of the fact that more and more vendors will migrate their desktop applications to the clouds.

 

Marketing and IT are excellent couple

Let us refer to another study, Gartner, in the report from 2013 stated that over the next five years, the heads of marketing (CMO) expenses on the technology will outweigh the heads of technology (CIO) expenses. Confused? We are not. If we look at the changes that occur in the structures of the operation of enterprises, we see that more often it is the marketers that decide on IT purchases, new technologies more and more work to satisfy their needs.

Still unconvinced? Pay attention to such phenomena as:

  • database management and customer relationship (CRM),

  • digital marketing,

  • database marketing,

  • marketing automation (MA),

  • client analytics,

  • mobile marketing,

  • e-commerce.

In all these cases, the marketer needs application-specific, computing facilities in order to cater to your needs: knowledge and content distribution. In other words, today the marketing departments are often a source of demand for internal IT and are an incentive for investment.

Today - again, according to Gartner - up to 30% of IT needs, the marketing departments are buying on their own, without the involvement of internal departments and in the case of up to 50% of purchases that are a major source of demand. Even a new function within the organizations was born - CMTO which stands for the Chief Marketing Technology Officer - the person responsible for providing the company the right technology and marketing tools.

 

Why cloud in marketing?

There are several answers to this question. Let us start with the simplest. Firstly, cloud is a service, not the hardware. Marketer wants a ready platform for terminating his problem, not the elements of the platform. Therefore, the ability to run on the cloud any infrastructure, platforms and applications - we can add: on demand - will always be crucial for marketing departments. Service nature of the cloud, the ability to harness its only for a specific task at a given time and a given size is something that gives you a sense of having at hand the appropriate resources, but also identifies the specific savings associated with the lack of the need to invest in infrastructure.

Secondly, the cloud is a technological aspect that is revealed to the marketer in a special way on two levels:

  • scalability,

  • data processing speed.

Here, in a special way we touch Oktawave, the only cloud equipped in this regard really solidly. Oktawave is equipped with Autoscaler that continuously checks the load and dynamically increases or decreases the performance of the service ordered. Autoscaler works on two levels:

  1. vertical which changes the parameters of the server (CPU power and RAM amount) up and down,

  2. horizontal which adds or subtracts additional servers and balances traffic between them.

Furthermore, Autoscaler - as the name suggests - works automatically, it means that the marketer is not worried about the technical process. In this way, no load on the server (for example because of the campaign which was a success) affects the availability of the system or platform. 

The second solution especially important for marketing departments is a way of storing the data, available in Oktawave - Oktawave Volume Storage. It is the drive that allows for very quick delivery of data to the processor and so, finally, to extremely powerful analytics. We do not have to tell anybody how important it is in times of Big data.

 

What marketer gets from the cloud?

Let us now try to gather knowledge about contact of clouds and marketer in the list of specific benefits. We hope that you are close to understand the role of cloud computing in the modern world of marketing.

1. The speed of implementation

Factor, which we call the TTM (Time To Market), which is the ability to quickly respond to market needs, is crucial for modern marketing. Imagine that as marketers you go to the IT department and ask for the server on Friday because you are starting new campaign. Do you always get it on Friday? In the cloud, any number of servers, platform or application starts in a few minutes - often without the need for IT department intervention. This is a advantage, which will not be ignored by any marketer, because thanks to this, social media applications, mobile web sites, online games, advertising campaigns or digital TV immediately find a place of its run.

2. Scalability

We already have said something about it, but lets repeat. Cloud frees marketers from the need to predict whether a particular solution will meet their expectations, for example in relation to withstand certain traffic or computational efficiency. In the case of clouds marketer starts solution in it and infrastructure automatically adapts to the requirements of this solution. This abolishes completely the risk of situations in which effective campaign is pulled back because of inability to properly handle it.

3. Savings

It is a derivative of the second point. Lowering the cost of IT infrastructure is something we hear all the time in the context of cloud computing. For marketing companies it means the end of the need to maintain its own infrastructure and the acquisition of resources only when there is a real demand for it. In other words - marketer buys a solution when it is needed, use them to the extent necessary to meet the needs and then turns off, so as not to have to pay for them. All this can happen even in hourly cycle.

4. Larger audience

Cloud has expanded the horizon of customers. Until now digital marketers can interact with the computer user. Today, thanks to the development of mobile applications and thus - through the cloud, marketers can reach users who are on the tram, train, generally are away from computers.

5. Easy accessibility to resources

Specificity of the marketer work, needs to have a constant access to the files, or - more generally - to resources. Cloud gives him such an opportunity - whether using a smartphone or tablet - corporate databases, CRM platform and mailing system will be always at hand.

6. Reliability

In medium-sized and large companies, where much data is processed, the reliability of the infrastructure is important. The competition is not sleeping, if they use cloud solutions, not only they will process the data faster, but something like a hardware failure does not stop them before an effective campaign. Recall that the cloud is resistant to hardware breakdown, since it frees the runtime from a specific physical infrastructure.

7. Security of data

The problem of physical data loss was not uncommon a few years ago - badly disconnected flash drive or hard drive failure and data pass into history. In cloud computing data is always safe and combined with the corresponding security policy in the company, will be like a USB stick held in the vault, which - even if it is destroyed - will not lose data.

 

Cloud is a chance

It is not revealing to say that to succeed in business, you need to stay ahead of the competition. Now is a chance - in a few years will be too late, because the cloud will disseminate for good, becoming a standard (also in marketing).

All marketers benefit from the cloud computing what they previously could not have - power at their disposal, that so far only the big networks or corporations operating in the industry had. It makes small businesses to be able to compete with aces of industry.

For marketers cloud brings another benefit - to use it in the form of SaaS, you do not need to be a qualified professional. Applications running in the cloud are usually easier to use than the desktop - just think how well you navigate the CRM or customer e-mail (such as Gmail).

However, one of the biggest benefits for marketers who have chosen cloud computing is that, thanks to savings, they have more money to carry out marketing campaigns and ultimately, isn't that exactly the point?

Still not convinced? In Oktawave we know that picture is worth a thousand words, so we offer 25 PLN for each client to start. It's enough to test Oktawave and illustrate the difference between the old technology and cloud computing. If you need help with the migration or installation of your software, we will give you a team of qualified people that will change the way that you manage your IT marketing. Visit us http://www.oktawave.com.



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