What is Cloud Marketing
What is Cloud Marketing?
The Cloud is a term coined to describe a future Internet that acts as a repository for all data, content and applications and is accessible from anywhere and from anything.
Simply put, Cloud Marketing is traditional marketing + Software as a Service. It’s all supported by a third party devoted to the maintenance of the platform. It consists of migrating all marketing assets to exist online in customized consoles. Placing these assets online makes them easy for all parties involved to create, modify, use and share. It helps the businesses navigate web based social networks, content platforms and web based media marketing. Consulting, SEO, video production, website design, social media, email marketing, blogging, mobile apps.
Why we need Cloud Marketing
Even the process of conducting business is now heavily dependent upon technology, whether it is in the forms of emails or seamless, real time channels of communications. Using technology allows marketing sector to do a couple of things:
? Reach out to customers more comprehensively.
? Integrate various data sources across traditional and digital media (radio, print, events, social media, agency database etc.)
? Use analytics to not only up sell/ cross sell but also precision targeting, allowing for the optimum match between the consumers need and services/ products offered.
Any company will be successful only if it pays attention to PPT- People, Processes and Technology. Clearly the idea, and indeed, the need of the hour to seamlessly bring all three together.
Cloud computing offers a platform that essentially delivers seamlessness while plugging technology gaps. Two of the most glaring gaps being:
? While the most marketers collect and analyse their own data for better targeting, there is little or no integration of 3rd party data or data from other sources such as social media or traditional marketing vehicles such as television, events, radio, print etc.
? The analysis of the data to observe patterns is still one-dimensional, focused on only one or two marketing objectives. Very few marketers are using cloud to identify cross-boundary synergies that runs across industry verticals from banking to retail, manufacturing to insurance to airlines etc.
Ultimately, technology is a tool that can serve to enhance existing models and in some cases generate new models that can enable two important things- expansion of a product/company’s existing customer base and perhaps, more importantly, help in retention of customers that works towards creating brand loyalty.
How Cloud Marketing Helps
Technology is having a profound impact on marketing as a function and business process. The integration that cloud computing offers can literally allow the whole model to be re-imagined in a way that allows a seamless match be-tween what the consumer wants and what is offered by the companies.
Here is how;
? Cloud makes the integration of diverse data sources such as third party agency data, data collected from mall events, radio and sms campaigns, phone surveys, etc., easier, faster and cheaper.
? Cloud enables analysis across such multiple data sources easily and in real-time due to its pervasive and distributed structure.
What is Cloud Marketing Strategy
Cloud Marketing Strategy will
? use limited budgets to help both ends of the channel reach the end
? will limit competitor encroachment and allow for capture of market share
? marketers with the largest channel presence will be able to come in and capture larger portion of the market
Current Practices Vs Cloud Marketing
? Vendor provides Partner Portal access
? Vendor updates their end
? Partners need to get the information and placed it to their website
? not all Partners have a Web developer on hand.
? By the time content actually reaches VAR websites, it may already be out-dated
With Cloud Marketing Strategy each Partner
? Have custom console tailored to their specific relationship with the vendor
? select which bits of information they want to appear on their websites and it appears there automatically
? Effective time to market: zero
Cloud Marketing Case Studies
The company is a 200 year old bank. Both technology and data are the backbone of any financial services business. Citibank regularly maps the patterns of customer purchases to identify trends and then uses that to categorize its customers to be able to deliver a different, possibly a more personalized experience to each type of customer. So, better technology, such as cloud computing can help improve its functionality significantly.
Retail as an industry, both from the traditional brick and mortar side to the new dot.com side, lends itself very well to targeting, specifically contextualized targeting, which starts with a loads of data. And technology is the enabler for this. Shopper’s Stop analyse their data to identify trends across customer demographics. Then they categorize customers based on shopping habits and pitch a new product or a promotion based on this analysis. Their success speaks for their method.
A niche campaign run by run by Britania is a case in point. Technology in this case enables them to target a specific group of end point consumers and enter into a rewarding engagement with that target group. In a category like theirs, the direct customers they are actually dealing with are retailers and not the end of the line customers. They have 6000 direct customers and a staggering 400 million consumers. Britania points that it is here that they use the digital space to build engagements such as an online community that talks about health. Reach comes cheaper for them through other mediums such as television. Technology in this case creates a connection between creator and consumer.
Dealing with a very different model is a company such as NIIT Ltd. NIIT is trying to straddle both worlds because the company provides an educations, knowledge service; where the consumer is not the customer. The consumer is a 17-18 year old who is leaving class 12 and getting into college while the customer is his father who is a digital mi-grant, if at all he is digital. In such a case, while NIIT uses the latest of technology in terms of its service, offering a cloud campus for its flagship three years long GNIIT course, it has to use two different mediums to reach its consumers and customers. While the consumer is completely digital, the customer or parent has to be reached through traditional means such as print and television advertisements. An example of technology helping is their curriculum sup-port program, which was launched in 2005 with 100% print advertising and moved completely to digital marketing in 2008. Today, 60% of their advertising spend is on digital platforms.
So, here we had a very small discussion on the most emerging technology of future, Cloud Marketing. Simple known as Cloud Computing+Marketing. Hope it will be helpful for the people who want to do more research on Cloud Marketing. Further suggested reading about Cloud Marketing are welcome in the comments.