Cloud computing is a transformative technology that is expected to have a revolutionary impact on the business of marketing. By mashing disparate technologies and content platforms, cloud marketing empowers marketers to (1) create unique campaigns, (2) efficiently scale to support viral campaigns, (3) lower marketing distribution costs, and (4) support their corporate social responsibility (CSR) initiatives.

Cloud computing breaks down and disseminates bits of information so they can be reassembled into more complete narratives. It delivers unprecedented cost efficiency, scalability, agility, independence, interoperability, reliability, and security.

It's made feasible through the deployment and interoperability of three platform types: software as a service (SAAS), platform as a service (PAAS), and infrastructure as a service (IAAS).

Brand marketers leveraging cloud marketing will derive significant benefit from those platforms and gain a competitive advantage. Here are some examples.

SAAS: Accelerating Content Distribution and Marketing Efficacy

SAAS over the Internet eliminates the need to install and run applications on consumers' computers. This creates major implications for marketers as consumers move off their personal computers (PCs) and onto the portals of brands and software providers.

Hasbro teamed with Google to launch an online version of Monopoly. The game board leveraged Google Earth application programming interfaces (APIs) to provide users with unprecedented scale and interactivity: They can "own" any street in the world.

Instead of playing the popular game only on PCs, it is elevated to the cloud and becomes device-agnostic, enabling users to enjoy the game from their computers, smartphones, tablets, etc. In doing so, Hasbro can significantly expand its reach while reducing its distribution costs.

Advertisers should watch that trend as other traditional software providers move toward SAAS. For example, the Apple iPad's functionality will be powered in large part by its Internet connectively rather than by its operating system and software. As consumers move online for their software needs, including desktop publishing, photo editing, and tax preparation, new models will emerge, enabling advertisers to target consumers via the software providers' sites.

While the Apple iAd looks compelling, so do future cloud computing ad-targeting services. Soon, even ad production, creative development, media planning, asset management, and marketing research will be moved to the cloud.

Channel marketing and B2B marketing are some of the biggest beneficiaries of cloud marketing. Cloud training sites and intranet portals will serve as conduits for disseminating video tutorials, whitepapers, marketing tips, and collateral.

Companies will manage their B2B communications with customer relationship management solutions such as Salesforce.com and email solutions such as Constant Contact—both popular SAAS solutions.

PAAS: Speeding Up Marketing Innovation and Collaboration

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The Rise of Cloud Marketing: Empowering Marketing Innovation and Creating Massive Efficiencies

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ABOUT THE AUTHOR

Jacques Hart is the CEO of Roar Media, an integrated public relations and digital communications firm. Reach him at jacques@roarmedia.com or call Roar Media at (305) 789-6695.