MarketingProfs.com & Citrix present<br />Marketing<br />in the<br />Cloud<br />by Scott Brinker<br />Twitter: @chiefmartec...
How many of you use cloud applications in marketing today?<br />
Trick question: 100%<br />You’re using a cloud-based application — GoToWebinar — for professional development in marketing...
Or maybe you’ve used one of these lately?<br />P.S. Want to share a tweet? I’m @chiefmartec.<br />
Today’s Agenda<br />What exactly is cloud computing?<br />><br />Landscape of cloud-based marketing applications<br />><br...
Cloud computing is Internet-based computing, whereby shared resources, software, and information are provided to computers...
“<br />A hundred years ago, companies stopped generating their own power with steam engines and dynamos and plugged into t...
Not being a Harvard professor myself, I have a far simpler definition…<br />
You use it on the web.<br />
But doesn’t that describe almost everything we do these days?<br />TIME ON COMPUTER<br />- MS Office / iWork<br />- Adobe ...
2 Kinds of Cloud Applications for Marketing<br />
All social media is a kind of cloud computing…<br />…a huge impact on marketing…<br />…but not our focus here.<br />
Cloud Computing<br />On Demand<br />Software-as-a-Service (SaaS)<br />Web-Based<br />Hosted<br />Same biscuit, different n...
So how many tools are out there?<br />
Golden Age of Marketing Technology<br />More choices<br />><br />More capabilities<br />><br />Less cost<br />><br />
…more on the way…<br />
A Perfect Storm for Marketing Technology<br />Large market<br />New  Ventures<br />Relatively easy to sell<br />Low barrie...
A Tour of the Marketing Cloud:<br />8Categories of Cloud Applications<br />>  Web analytics<br />>  PPC management<br />> ...
Web Analytics<br />>  Google Analytics Apps<br />>  Chartbeat<br />>  KISSmetrics<br />>  Crazyegg<br />>  Clicktale<br />...
PPC Management<br />>  Marin Software<br />>  Click Equations<br />>  Clickable<br />>  Yield Software<br />>  ClickSweepe...
SEO Management<br />>  Covario<br />>  SEOmoz<br />>  WordStream<br />>  HubSpot<br />>  SEOintelligence<br />>  Conductor...
Social Media Marketing<br />>  PostRank<br />>  Radian6<br />>  Lithium (Scout Labs)<br />>  trackur<br />>  Wildfire<br /...
Post-Click Marketing & Behavioral Targeting<br />>  Google Website Optimizer<br />>  LiveBall (ion interactive)<br />>  un...
Marketing Automation<br />>  Eloqua<br />>  Marketo<br />>  Demandbase<br />>  Pardot<br />>  Manticore Technologies<br />...
Email Marketing<br />>  Exact Target<br />>  Constant Contact<br />>  MailChimp<br />>  Emma<br />>  Campaign Monitor<br /...
Virtual Events<br />>  Citrix Online<br />>  WebEx<br />>  Altus<br />>  Unisfair<br />>  6connex<br />>  VirtualEvents365...
5 Advantages ofSoftware-as-a-Service(SaaS)<br />
#1. SaaS is easy to try.<br />
#1. SaaS is easy to try.<br />Demos are easy to see and WYSIWYG<br />><br />Freemium or low-cost trials often available<br...
#2. SaaS is easy to buy.<br />
#2. SaaS is easy to buy.<br />No capital expense (or committee)<br />><br />Scale up—or down—as budget and needs require<b...
Isn’t it better to own than rent?<br />For real estate, which appreciates (usually), probably yes.<br />><br />For softwar...
Capex vs. Opex<br />>  Economies of scale<br />>  Peak capacity planning<br />>  Time to launch<br />>  Early exit (write ...
#3. SaaS is always fresh.<br />
#3. SaaS is always fresh.<br />Always have the latest version<br />><br />Access it anytime, anywhere<br />><br />No delay...
#4. SaaS is one-call support.<br />
#4. SaaS is one-call support.<br />Single authoritative source for help<br />><br />No intermediaries<br />><br />Vendor i...
#5. SaaS is freedom from IT.<br />
#5. SaaS is freedom from IT.<br />Your budget<br />><br />Your timeframe<br />><br />Your decision<br />><br />Difference ...
So SaaS is greatest thing since fire…<br />…but can I get burned?<br />
Risks with SaaS—and How to Mitigate Them<br />
How Reliable is the Service?<br />
How Reliable is the Service?<br />Reference customers<br />><br />Backup, recovery<br />><br />Economic stability<br />><b...
How Much Availability?<br />
How Secure is the Service?<br />
How Secure is the Service?<br />Reference customers<br />><br />Web architecture<br />><br />Uses, access control<br />><b...
Remember: Risks are Relative<br />
“<br />Cloud-based security concerns have abated somewhat as enterprises realize the difference in risk profile between in...
How Do I Exit the Service?<br />
How Do I Exit the Service?<br />Cancellation options<br />><br />Data export options<br />><br />Disposable adoption<br />...
Migration Challenges:On Premise vs. On Demand<br />easy<br />hard<br />On Premise<br />easy<br />hard<br />On Demand<br />
Why On Premise Is More “Sticky”<br />Hardware duplication<br />><br />System requirements<br />><br />easy<br />hard<br />...
What Holds Us Back in SaaS Switching?<br />Legacy mindset<br />><br />Historical data<br />><br />Institutional knowledge<...
“<br />If you don’t worry about history, then you are not tied to the past. You can think smart and move fast.<br />You ca...
Marketing App Multiplication<br />
Rise of the Marketing Technologist<br />
A New Pillar in Marketing<br />Creative<br />Strategy<br />Technology<br />
Marketing CTO(Chief Marketing Technologist)<br />• Reports to CMO<br />• Coordinates with IT<br />• Coordinates with produ...
Why Brands Should Embrace Technological Change<br />“CMOs must… recognize that technology is no less a marketing tool than...
Marketing & Technology Together in the Cloud<br />
Enjoy your journey into the cloud.<br />Thank you.<br />Scott Brinker<br />@chiefmartec<br />http://www.chiefmartec.com<br...
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Marketing in the Cloud

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The wonderful world of software-as-a-service applications for marketers in The Golden Age of Marketing Technology.

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Marketing in the Cloud

  1. 1. MarketingProfs.com & Citrix present<br />Marketing<br />in the<br />Cloud<br />by Scott Brinker<br />Twitter: @chiefmartec<br />President & CTOion interactive, inc.<br />http://www.chiefmartec.com<br />http://www.ioninteractive.com<br />
  2. 2. How many of you use cloud applications in marketing today?<br />
  3. 3. Trick question: 100%<br />You’re using a cloud-based application — GoToWebinar — for professional development in marketing right now.<br />><br />MarketingProfs is using it to run a marketing online event.<br />><br />And no one from IT is involved.<br />><br />
  4. 4. Or maybe you’ve used one of these lately?<br />P.S. Want to share a tweet? I’m @chiefmartec.<br />
  5. 5. Today’s Agenda<br />What exactly is cloud computing?<br />><br />Landscape of cloud-based marketing applications<br />><br />Benefits of cloud-based applications<br />><br />Risks of cloud-based applications<br />><br />Shift from IT to marketing’s own “marketing technologists”<br />><br />
  6. 6. Cloud computing is Internet-based computing, whereby shared resources, software, and information are provided to computers and other devices on demand, like the electricity grid.<br />
  7. 7. “<br />A hundred years ago, companies stopped generating their own power with steam engines and dynamos and plugged into the newly built electric grid.<br />The cheap power pumped out by electric utilities didn’t just change how businesses operate. It set off a chain reaction of economic and social transformations that brought the modern world into existence.<br />Today, a similar revolution is underway.<br />”<br />
  8. 8. Not being a Harvard professor myself, I have a far simpler definition…<br />
  9. 9. You use it on the web.<br />
  10. 10. But doesn’t that describe almost everything we do these days?<br />TIME ON COMPUTER<br />- MS Office / iWork<br />- Adobe Creative Suite<br />- Finance and HR<br />100% Online?<br />
  11. 11.
  12. 12.
  13. 13. 2 Kinds of Cloud Applications for Marketing<br />
  14. 14.
  15. 15. All social media is a kind of cloud computing…<br />…a huge impact on marketing…<br />…but not our focus here.<br />
  16. 16.
  17. 17. Cloud Computing<br />On Demand<br />Software-as-a-Service (SaaS)<br />Web-Based<br />Hosted<br />Same biscuit, different name?<br />
  18. 18. So how many tools are out there?<br />
  19. 19.
  20. 20. Golden Age of Marketing Technology<br />More choices<br />><br />More capabilities<br />><br />Less cost<br />><br />
  21. 21. …more on the way…<br />
  22. 22. A Perfect Storm for Marketing Technology<br />Large market<br />New Ventures<br />Relatively easy to sell<br />Low barriers to entry<br />
  23. 23. A Tour of the Marketing Cloud:<br />8Categories of Cloud Applications<br />> Web analytics<br />> PPC management<br />> SEO management<br />> Social media marketing<br />> Virtual events<br />> Post-click marketing<br />> Marketing automation<br />> Email marketing<br />
  24. 24. Web Analytics<br />> Google Analytics Apps<br />> Chartbeat<br />> KISSmetrics<br />> Crazyegg<br />> Clicktale<br />> VisiStat<br />> Clearsaleing<br />> Visible Measures<br />
  25. 25.
  26. 26.
  27. 27.
  28. 28.
  29. 29.
  30. 30. PPC Management<br />> Marin Software<br />> Click Equations<br />> Clickable<br />> Yield Software<br />> ClickSweeper<br />> SearchForce<br />> Kenshoo<br />> SiteWit<br />
  31. 31.
  32. 32.
  33. 33.
  34. 34.
  35. 35. SEO Management<br />> Covario<br />> SEOmoz<br />> WordStream<br />> HubSpot<br />> SEOintelligence<br />> Conductor<br />> BrightEdge<br />> GinzaMetrics<br />
  36. 36.
  37. 37.
  38. 38.
  39. 39.
  40. 40.
  41. 41.
  42. 42. Social Media Marketing<br />> PostRank<br />> Radian6<br />> Lithium (Scout Labs)<br />> trackur<br />> Wildfire<br />> Viralheat<br />> Strutta<br />
  43. 43.
  44. 44.
  45. 45.
  46. 46.
  47. 47.
  48. 48. Post-Click Marketing & Behavioral Targeting<br />> Google Website Optimizer<br />> LiveBall (ion interactive)<br />> unbounce<br />> Monetate<br />> Amadesa<br />> SeeWhy<br />> Dapper<br />
  49. 49.
  50. 50.
  51. 51.
  52. 52.
  53. 53.
  54. 54.
  55. 55. Marketing Automation<br />> Eloqua<br />> Marketo<br />> Demandbase<br />> Pardot<br />> Manticore Technologies<br />> marketbright<br />> SilverPop<br />
  56. 56.
  57. 57.
  58. 58.
  59. 59.
  60. 60. Email Marketing<br />> Exact Target<br />> Constant Contact<br />> MailChimp<br />> Emma<br />> Campaign Monitor<br />> Bronto Software<br />> Silverpop<br />> Vertical Response<br />
  61. 61.
  62. 62.
  63. 63.
  64. 64.
  65. 65. Virtual Events<br />> Citrix Online<br />> WebEx<br />> Altus<br />> Unisfair<br />> 6connex<br />> VirtualEvents365<br />> Adobe Connect<br />> Yugma<br />
  66. 66.
  67. 67.
  68. 68.
  69. 69.
  70. 70. 5 Advantages ofSoftware-as-a-Service(SaaS)<br />
  71. 71. #1. SaaS is easy to try.<br />
  72. 72. #1. SaaS is easy to try.<br />Demos are easy to see and WYSIWYG<br />><br />Freemium or low-cost trials often available<br />><br />Short contract lengths<br />><br />Minimal integration requirements<br />><br />
  73. 73. #2. SaaS is easy to buy.<br />
  74. 74. #2. SaaS is easy to buy.<br />No capital expense (or committee)<br />><br />Scale up—or down—as budget and needs require<br />><br />Economies of scale<br />><br />Move out whenever you want<br />><br />
  75. 75. Isn’t it better to own than rent?<br />For real estate, which appreciates (usually), probably yes.<br />><br />For software, which depreciates (always), probably no.<br />><br />
  76. 76. Capex vs. Opex<br />> Economies of scale<br />> Peak capacity planning<br />> Time to launch<br />> Early exit (write off)<br />> Cash flow<br />
  77. 77. #3. SaaS is always fresh.<br />
  78. 78. #3. SaaS is always fresh.<br />Always have the latest version<br />><br />Access it anytime, anywhere<br />><br />No delays or upgrade costs for new version<br />><br />Pace of new updates usually much faster<br />><br />
  79. 79.
  80. 80. #4. SaaS is one-call support.<br />
  81. 81. #4. SaaS is one-call support.<br />Single authoritative source for help<br />><br />No intermediaries<br />><br />Vendor is responsible for everything<br />><br />Subscription model is good incentive<br />><br />
  82. 82. #5. SaaS is freedom from IT.<br />
  83. 83. #5. SaaS is freedom from IT.<br />Your budget<br />><br />Your timeframe<br />><br />Your decision<br />><br />Difference between being a customer vs. a coworker<br />><br />
  84. 84. So SaaS is greatest thing since fire…<br />…but can I get burned?<br />
  85. 85. Risks with SaaS—and How to Mitigate Them<br />
  86. 86. How Reliable is the Service?<br />
  87. 87. How Reliable is the Service?<br />Reference customers<br />><br />Backup, recovery<br />><br />Economic stability<br />><br />SLAs<br />><br />Historical uptime<br />><br />Technical support<br />><br />Who’s infrastructure?<br />><br />
  88. 88.
  89. 89. How Much Availability?<br />
  90. 90. How Secure is the Service?<br />
  91. 91. How Secure is the Service?<br />Reference customers<br />><br />Web architecture<br />><br />Uses, access control<br />><br />User generated content<br />><br />External monitoring, auditing, review<br />><br />Secure data transfer<br />><br />Browser security<br />><br />
  92. 92. Remember: Risks are Relative<br />
  93. 93. “<br />Cloud-based security concerns have abated somewhat as enterprises realize the difference in risk profile between internal and external environments is lower than they once believed.<br />”<br />—Internet Trends, July 2010<br />Morgan Stanley<br />
  94. 94. How Do I Exit the Service?<br />
  95. 95. How Do I Exit the Service?<br />Cancellation options<br />><br />Data export options<br />><br />Disposable adoption<br />><br />Discuss exit strategy<br />><br />Contingency planning<br />><br />
  96. 96. Migration Challenges:On Premise vs. On Demand<br />easy<br />hard<br />On Premise<br />easy<br />hard<br />On Demand<br />
  97. 97. Why On Premise Is More “Sticky”<br />Hardware duplication<br />><br />System requirements<br />><br />easy<br />hard<br />On Premise<br />Capital investment<br />><br />Custom extensions<br />><br />easy<br />hard<br />IT attachment<br />><br />Mindset<br />><br />On Demand<br />
  98. 98. What Holds Us Back in SaaS Switching?<br />Legacy mindset<br />><br />Historical data<br />><br />Institutional knowledge<br />><br />
  99. 99. “<br />If you don’t worry about history, then you are not tied to the past. You can think smart and move fast.<br />You can have a lot more fun because you get to learn, adapt, get value, and move on. It is damn exciting and damn liberating!<br />”<br />—Avinash Kaushik<br />Web Analytics 2.0<br />
  100. 100. Marketing App Multiplication<br />
  101. 101. Rise of the Marketing Technologist<br />
  102. 102. A New Pillar in Marketing<br />Creative<br />Strategy<br />Technology<br />
  103. 103. Marketing CTO(Chief Marketing Technologist)<br />• Reports to CMO<br />• Coordinates with IT<br />• Coordinates with products<br />• Technology expertise<br />• Marketing savvy<br />• Strategic role<br />
  104. 104. Why Brands Should Embrace Technological Change<br />“CMOs must… recognize that technology is no less a marketing tool than, say, market research, and appoint a marketing-technology czar to champion it… to act as a cross-functional facilitator and identify technology that can enhance marketing activity and brand building.”<br />– Avi Dan, January 19, 2010<br />
  105. 105. Marketing & Technology Together in the Cloud<br />
  106. 106. Enjoy your journey into the cloud.<br />Thank you.<br />Scott Brinker<br />@chiefmartec<br />http://www.chiefmartec.com<br />http://www.ioninteractive.com<br />
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