Article | June 30, 2021
While cloud computing technology is already at the matured stage, many organizations have recognized its extensive benefits and begun integrating it to achieve their business goals. According to Markets and Markets, the global cloud computing market size expects a hike from USD 371.4 billion in 2020 to USD 832.1 billion by 2025, at a Compound Annual Growth Rate (CAGR) of 17.5%. Thus, by adopting cloud computing technology continuously in various sectors, businesses are paving their route to success. Although the last year was challenging for marketers due to the global pandemic, the widespread vaccination drives are reopening some industrial sectors, contributing to improved marketers' confidence this year. Marketing or, better to say, digital marketing is one of the prime verticals to reap maximum benefit by integrating with cloud computing technology. We know how the cloud serves extensive benefits to businesses and trends in the technology market. Cloud computing and marketing can jointly make the organizations future-ready and drive tremendous business growth. The combination can considerably change how organizations can improve their marketing strategies.
This article will elaborate on the benefits of integrating cloud computing with digital marketing and how this exclusive collaboration works for business growth.
Top benefits of Cloud Integration in Digital Marketing
By integrating cloud services into digital marketing, several organizations of all sizes can succeed and enhance their versatility. Cloud computing democratizes the platform, allowing businesses to gain traction and collaborate easily. Marketers also appreciate the flexibility of the cloud, which allows scaling with fluctuations at any point in time. As per Skyhigh’s research, the cloud can help companies with collaborative tasks, file sharing, content sharing, and data security. The average employee uses 36 cloud-based services in their daily schedule. Integrating cloud computing and marketing strategies, small enterprises can compete with industry giants, save costs, improve productivity, and streamline workflows.
Easy Data Accessibility
In the modern world, data is king. When you promote your products and services online, you are not communicating with your target audience in person; hence, you need to find a more brilliant way to learn about your target market. The experts at Outreach Monks say the ideal way to drive decisions from the target audience is by thoroughly knowing them. When you have essential customer data, you see the demand of your target audience and their expectations from your products or services. Thus, you may track and store much data captured from the surveys, questionnaires, events, advertisements, etc., and monitor their interest. However, manual efforts to store and organize all of this information can be laborious and time-consuming. A cloud data center offering cloud computing services for marketing makes it easy to store, manage and access your data, making remote work possible. The cloud allows you to improve collaboration and communication both within the team and with clients. Additionally, the risk of data loss is negligible.
As compared to the legacy data storage method, cloud computing allows more cost-savings. As a marketer, when your primary focus is minimum investment, a collaboration of cloud computing and marketing techniques is the best choice for you. As saving cost is one of the primary motives, with cloud computing, you no longer need to set up and pay for expensive infrastructure, hardware, or licensing fees to store the crucial marketing data. In addition, you have the option to automate the processes and improve efficiency and save time. Hence, cost-efficiency is a direct benefit for enterprises that trust the cloud for their digital marketing strategy.
Enhanced Data Analytics
Marketers have a vast collection of actionable, real-time customer data in-store. However, arbitrary data is not helpful unless marketers have the correct tools to analyze and extract valuable insights. The marketers can leverage cloud-based data analytics tools to track leads, evaluate new marketing channels with negligible risk, and determine the fundamentals of marketing strategy that is the best suite for the target audience. Further, with SaaS platforms like cloud-based CRM applications, it is easier to keep track of the needs of prospects and customers. Based on a survey by Fortune Business Insights, the global cloud analytics market size recorded USD 13.15 billion in 2018 and is estimated to reach USD 72.40 billion by 2026, at a CAGR of 24.3% during the forecast tenure.
Valuable Insights for Engaging Content
Apart from providing information about the target audience, the cloud-empowered data analytics tools also serve vital insights on the content to attract prospects. Marketing content is the key motivational factor behind inbound marketing that engages the audience and helps them decide whether or not to purchase products or services. Hence, ensuring the quality of marketing and business content is the route to client engagements and conversions. Cloud-based data analytics tools help you recognize the best-performing content and provide information about the customers' interaction with that particular content piece. Further, it can also identify strategic modifications made by the marketers to attract more customer attention. In addition, the power to effectively analyze and utilize the insights helps in effective decision-making.
Expands Inbound Marketing Tactics
Along with the content, social media engagement is amongst the most vital elements of the marketing strategy. The popular cloud-based platforms such as Facebook, YouTube, Twitter, and Instagram serve massive scope for empowering inbound marketing. Since these platforms are the receiver of massive user traffic every day, they prove to be the best tools for expanding the business reach. Thus, you get an opportunity to amplify their products and services through digital marketing with the adoption of cloud computing.
Efficient Time Management
The cloud computing tools allow you to control content and deploy strategies without any dependencies on other departments, allowing you to save time. As a result, cloud computing and marketing jointly help you improve processes, streamline the operations, stay focused and implement strategies more rapidly. Because, once you reduce the departmental interdependencies, implementing marketing plans and goals becomes more manageable. Additionally, the cloud-based systems have a nominal learning curve, and hence it cuts down the extra time taken for training new joiners. Thus, the automation of marketing operations empowers you by saving time. As a result, you can now shift your efforts to the other critical aspects of the business.
Improved Data Security
Cloud computing helps to provide a secured environment for digital marketers. Every piece of customer data that your digital marketing team stores is crucial, and you cannot afford to lose it. By integrating cloud computing and marketing, you can eradicate the chances of data loss, and thus, data security has greater significance towards your business growth. According to Salesforce, 94% of businesses experience significant online security improvements after shifting their data to the cloud. Data security and reliability matters when dealing with customer information. Otherwise, you may lose your customers' trust impacting the reputation of your business. Cloud services allow your organization to manage your customers' data, and it is critically important to maintain synchronization with data privacy regulations and compliance. Salesforce also attests that a massive 91% cloud helps to deal with government compliance requirements.
For the digital marketing process to work perfectly for your business, you have to use multiple tools concurrently with specific techniques. These tools may comprise PR marketing, email marketing, digital advertising, web analytics, and many more. You may also look forward to connecting with the right influencers to have maximum impact on your target audience. However, you may lose out time in the process. Thus, cloud computing and marketing collaboration requirements arise where cloud computing can help you streamline productivity using these techniques. It can help identify and reach the right influencer by saving your time to improve your customer reach.
Brings in Innovation
Marketers get exposure to several new marketing tools for enhanced accessibility, processes, and analytics when they integrate cloud computing and marketing. These tools effectively save time and energy, resulting in more bandwidth to focus on innovation. Now, you can have more time to research the target audiences, understand their interests, and spend more time creating innovative campaigns to connect with the customers. As a result, you can expand the reach of the business. By default, innovation in marketing positively impacts sales and drives comprehensive growth for the organization.
Why are Marketers inclined towards controlling their data?
The COVID-19 pandemic toppled traditional means of doing business and communicating. The recent CMO survey reveals that 72% of the marketers report that the significance of marketing has increased during the pandemic year. Thus, controlling customer-critical data to churn it into valuable insights is the priority for marketers. With the adoption of innovative and advanced techniques such as cloud computing services for the marketing landscape, they find practical solutions to utilize their data for the dynamic trends of the marketing world. Ever since Big Data has attained global focus, it has attracted marketers- big-time. It can provide valuable insights for solutions to all kinds of business problems. Today, data is the key to tap success in the business and marketing world.
In a Nutshell
When two of the intrinsic departments (Marketing and IT Departments) of your business team up, success is inevitable. Undoubtedly, several long-lasting benefits come from integrating cloud solutions with your digital marketing strategy. However, the incorporation may require an initial investment by your organization, yet its outcome is worthwhile. Therefore, businesses today should completely utilize the opportunity to mix cloud computing and marketing to design effective digital marketing strategies. The best tactic is to leverage cloud-based apps to help assess and optimize marketing strategies to place the right content in the proper forum and comply with all the rules and regulations. In a recent interview with Media7, Eric Sleeth, Senior Marketing Manager at Veriday, said, "With the battles and changes around privacy legislation, advertising, and cookies, there will be a major upliftment that all organizations need to go through to learn new technology and tactics to adapt to these changes."
What is Cloud Computing and Marketing?
Integrating cloud computing services with digital marketing is an innovative step to empower marketers to utilize advanced technology and innovate their marketing strategies. The combination of cloud computing and marketing can help to upgrade the marketing strategies of an organization. Moreover, it also offers easy data accessibility, flexibility to scale, price management, valuable marketing insights, security, time efficiency, and innovation.
Is cloud computing and marketing effective for small businesses?
Cloud computing provides a robust platform for all sizes of businesses, allowing them to engage with a wide range of prospects, and grow marketing resources at the same pace. It equalizes the opportunities so that small businesses get identical exposure as their large-scale peers. Hence, cloud computing and marketing are equally effective for small businesses as the industry giants.
How can cloud computing help to connect with the target audience?
For marketers, the cloud is an all-inclusive, ready solution, which provides on-demand services to marketers. It provides valuable data analytics which helps to understand the needs and demands of the target audience. It also offers insights on effective content that attracts the customers and allows the marketers to improvise their strategies to reach prospects.
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Article | May 20, 2020
The current patterns of cloud migration include simple “lift and shift,” which moves data with as little work as possible, typically by refactoring or redoing the applications and data so they work more efficiently on a cloud-based platform. More and more migrations include multi-cloud, which contributes to the appearance of new data complexity issues. When leveraging multi-cloud architectures, it’s important for IT leaders and cloud professionals to rethink how to deal with data complexity.
If businesses are tasked with this massive and growing data management problem, it seems to me they ought to get their IT house in order. That means across a vast heterogeneity of systems, deployments, and data types. That should happen in order to master the data equation for your lines of business applications and services.
Table of Contents
What is multi-cloud?
Why use multiple clouds?
How to manage multi-cloud data complexities?
What is multi-cloud?
Multi-cloud is the use of two or more cloud computing services, including any combination of public, private, and hybrid. The end result is the capacity to orchestrate resources across multiple private or public cloud platforms that contain multiple cloud vendors, accounts, availability zones, or regions or premises.
Why use multiple clouds?
The three most important benefits of utilizing multiple clouds are:
High availability – The multi-cloud provides protection for an organization’s data storage against threats. If a cloud is unavailable, other clouds remain online to run applications.
Flexibility – Multi-cloud gives businesses the option to select the “best” of each cloud to suit their particular needs based on economics, location, and timing.
Avoid Vendor Lock-In – This allows the application, workload, and data to be run in any cloud based on business or technical requirements at any given time.
Cost effectiveness – Multi-cloud enables businesses to control their costs by optimizing the public cloud and choosing infrastructure vendors based on price. Public cloud services deliver functionality without having to hire personnel.
Multi-cloud allows you to choose the right platform for your application and customers while using the best features from each cloud service provider. This gives companies the flexibility they need to select the “best” of each cloud to suit their particular needs based on economics, location, and timing.
Multi-cloud also provides protection against the failure of a single cloud platform. Large enterprises may also be able to maximize the benefits of different infrastructure vendors that are competing on price for their business (smaller companies won’t have this luxury).
Cloud is very different from your internal IT stuff — the way you program it, the way you develop applications. It has a wonderful cost proposition, at least initially. But now, of course, these companies have to deal with all of this complexity.
- Martin Hingley, President and Market Analyst, IT Candor Limited
Read more: How To Derive Data Insights In Hybrid Cloud Model And Drive Innovation
How to manage multi-cloud data complexities?
The reasons for the rising data complexity issues are fairly well known and include the following:
The rising use of unstructured data that doesn’t have native schemas. Schemas are typically defined at access.
The rising use of streaming data that many businesses employ to gather information as it happens and then process it in flight.
The rise of IoT devices that spin off massive amounts of data.
The changing nature of transactional databases, moving to NoSQL and other non-relational models.
The continued practice of binding single-purpose databases to applications.
Finally, and most importantly, the rise of as-a-service cloud-based and cloud-only databases, such as those now offered by all major cloud providers that are emerging as the preferred databases for applications built both inside and outside of the public clouds. Moreover, the use of heterogeneous distributed databases within multi-cloud architectures are preferred.
Challenge of multi-cloud
For the most part, those who build today’s data systems just try to keep up rather than get ahead of data complexity issues. The migration of data to net-new systems in multi-clouds is more about tossing money and database technology at the problem than solving it. Missing is core thinking about how data complexity should be managed, along with data governance and data security. We’re clearly missing the use of new approaches and helpful enabling technology within multi-cloud deployments that will remove the core drawbacks of data complexity.
The challenge is that you need a single version of the truth. Lots of IT organizations don’t have that. Data governance is hugely important; it’s not nice to have, it’s essential to have.
- Martin Hingley, President and Market Analyst, IT Candor Limited
The core issue is to move toward application architectures that decouple the database from the applications, or even move toward collections of services, so you can deal with the data at another layer of abstraction. The use of abstraction is not new, but we haven’t had the required capabilities until the last few years. These capabilities include master data management (MDM), data service enablement, and the ability to deal with the physical databases using a configuration mechanism that can place volatility and complexity into a single domain.
Virtual databases are a feature of database middleware services that technology suppliers provide. They serve to drive a configurable structure and management layer over existing physical databases, if that layer is in the requirements. This means that you can alter the way the databases are accessed. You can create common access mechanisms that are changeable within the middleware and do not require risky and expensive changes to the underlying physical database.
Moving up the stack, we have data orchestration and data management. These layers provide enterprise data management with the ability to provide services such as MDM, recovery, access management, performance management, etc., as core services that exist on top of the physical or virtual databases, in the cloud or local.
Moving up to the next layer, we have the externalization and management of core data services or microservices. These are managed, governed, and secured under common governance and security layers that can track, provision, control, and provide access to any number of requesting applications or users.
Most enterprises are ignoring the rapid increase of data, as well as that of data complexity. Many hope that something magical will happen that will solve the problem for them, such as standards. The rapid rise in the use of multi-cloud means that your data complexity issues will be multiplied by the number of public cloud providers that end up being part of your multi-cloud. So, we’ll see complexity evolve from a core concern into a major hindrance to making multi-cloud deployment work effectively for the business.
What’s needed now is to understand that a problem exists, and then think through potential solutions and approaches. Once you do that, the technology to employ is rather easy to figure out.
Don’t make the mistake of tossing tools at the problem. Tools alone won’t be able to deal with the core issues of complexity. Considering the discussion above, you can accomplish this in two steps. First, define a logical data access layer that can leverage any type of back-end database storage system. Second, define metadata management with the system use of both security and governance.
The solution occurs at the conceptual level, not with the introduction of another complex array of technology on top of already complex arrays of technology. It’s time to realize that we’re already in a hole. Stop digging.
Read more:Flexible building blocks for the new cloud and data-driven world
Article | May 25, 2021
And that’s a wrap for Google I/O 2021! Its virtual nature this year surely didn’t stop its viral nature, as we saw over 215,000 registrants, over 235 sessions, 186,565 badges earned, and dozens of workshops and AMAs. Viewers from around the world once again tuned in to learn about the latest launches from Google, including Android, WearOS, Flutter, and TensorFlow. Developers came to sharpen their skills by learning the newest tools, APIs, and improved experiences to help them build.
Google Cloud has become a big part of the excitement as it unveiled a number of major launches around AI, Google Workspace, and sustainability, including a new unified AI platform, rich collaborative experiences, and breakthroughs in carbon-aware computing. If you couldn’t make it and want a quick list of the best cloud sessions, check out my cloud developer’s guide to I/O. To get to the heart of Google Cloud I/O announcements, read on.
Article | February 11, 2020
Continuous intelligence (CI) relies on the real-time analysis of streaming data to produce actionable insights in milliseconds to seconds. Such capabilities have applications throughout a business. In today’s dynamic marketplace, new CI applications that use data from various sources at any given time might be needed on very short notice.The challenge is how to have the flexibility to rapidly develop and deploy new CI applications to meet fast-changing business requirements. A common approach employed today is to use a dynamic architecture that delivers access to data, processing power, and analytics capabilities on demand. In the future, solutions also will likely incorporate artificial intelligence applications to complement the benefits of traditional analytics. Increasingly, cloud-native is the architecture of choice to build and deploy AI-embedded CI applications. A cloud-native approach offers benefits to both the business and developers. Cloud-native applications or services are loosely coupled with explicitly described dependencies.