Marketing in the Cloud
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Marketing in the Cloud



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

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 Marketing in the Cloud Presentation Transcript

  • & Citrix present
    in the
    by Scott Brinker
    Twitter: @chiefmartec
    President & CTOion interactive, inc.
  • How many of you use cloud applications in marketing today?
  • Trick question: 100%
    You’re using a cloud-based application — GoToWebinar — for professional development in marketing right now.
    MarketingProfs is using it to run a marketing online event.
    And no one from IT is involved.
  • Or maybe you’ve used one of these lately?
    P.S. Want to share a tweet? I’m @chiefmartec.
  • Today’s Agenda
    What exactly is cloud computing?
    Landscape of cloud-based marketing applications
    Benefits of cloud-based applications
    Risks of cloud-based applications
    Shift from IT to marketing’s own “marketing technologists”
  • 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.

  • A hundred years ago, companies stopped generating their own power with steam engines and dynamos and plugged into the newly built electric grid.
    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.
    Today, a similar revolution is underway.

  • Not being a Harvard professor myself, I have a far simpler definition…
  • You use it on the web.
  • But doesn’t that describe almost everything we do these days?
    - MS Office / iWork
    - Adobe Creative Suite
    - Finance and HR
    100% Online?
  • 2 Kinds of Cloud Applications for Marketing
  • All social media is a kind of cloud computing…
    …a huge impact on marketing…
    …but not our focus here.
  • Cloud Computing
    On Demand
    Software-as-a-Service (SaaS)
    Same biscuit, different name?
  • So how many tools are out there?
  • Golden Age of Marketing Technology
    More choices
    More capabilities
    Less cost
  • …more on the way…
  • A Perfect Storm for Marketing Technology
    Large market
    New Ventures
    Relatively easy to sell
    Low barriers to entry
  • A Tour of the Marketing Cloud:
    8Categories of Cloud Applications
    > Web analytics
    > PPC management
    > SEO management
    > Social media marketing
    > Virtual events
    > Post-click marketing
    > Marketing automation
    > Email marketing
  • Web Analytics
    > Google Analytics Apps
    > Chartbeat
    > KISSmetrics
    > Crazyegg
    > Clicktale
    > VisiStat
    > Clearsaleing
    > Visible Measures
  • PPC Management
    > Marin Software
    > Click Equations
    > Clickable
    > Yield Software
    > ClickSweeper
    > SearchForce
    > Kenshoo
    > SiteWit
  • SEO Management
    > Covario
    > SEOmoz
    > WordStream
    > HubSpot
    > SEOintelligence
    > Conductor
    > BrightEdge
    > GinzaMetrics
  • Social Media Marketing
    > PostRank
    > Radian6
    > Lithium (Scout Labs)
    > trackur
    > Wildfire
    > Viralheat
    > Strutta
  • Post-Click Marketing & Behavioral Targeting
    > Google Website Optimizer
    > LiveBall (ion interactive)
    > unbounce
    > Monetate
    > Amadesa
    > SeeWhy
    > Dapper
  • Marketing Automation
    > Eloqua
    > Marketo
    > Demandbase
    > Pardot
    > Manticore Technologies
    > marketbright
    > SilverPop
  • Email Marketing
    > Exact Target
    > Constant Contact
    > MailChimp
    > Emma
    > Campaign Monitor
    > Bronto Software
    > Silverpop
    > Vertical Response
  • Virtual Events
    > Citrix Online
    > WebEx
    > Altus
    > Unisfair
    > 6connex
    > VirtualEvents365
    > Adobe Connect
    > Yugma
  • 5 Advantages ofSoftware-as-a-Service(SaaS)
  • #1. SaaS is easy to try.
  • #1. SaaS is easy to try.
    Demos are easy to see and WYSIWYG
    Freemium or low-cost trials often available
    Short contract lengths
    Minimal integration requirements
  • #2. SaaS is easy to buy.
  • #2. SaaS is easy to buy.
    No capital expense (or committee)
    Scale up—or down—as budget and needs require
    Economies of scale
    Move out whenever you want
  • Isn’t it better to own than rent?
    For real estate, which appreciates (usually), probably yes.
    For software, which depreciates (always), probably no.
  • Capex vs. Opex
    > Economies of scale
    > Peak capacity planning
    > Time to launch
    > Early exit (write off)
    > Cash flow
  • #3. SaaS is always fresh.
  • #3. SaaS is always fresh.
    Always have the latest version
    Access it anytime, anywhere
    No delays or upgrade costs for new version
    Pace of new updates usually much faster
  • #4. SaaS is one-call support.
  • #4. SaaS is one-call support.
    Single authoritative source for help
    No intermediaries
    Vendor is responsible for everything
    Subscription model is good incentive
  • #5. SaaS is freedom from IT.
  • #5. SaaS is freedom from IT.
    Your budget
    Your timeframe
    Your decision
    Difference between being a customer vs. a coworker
  • So SaaS is greatest thing since fire…
    …but can I get burned?
  • Risks with SaaS—and How to Mitigate Them
  • How Reliable is the Service?
  • How Reliable is the Service?
    Reference customers
    Backup, recovery
    Economic stability
    Historical uptime
    Technical support
    Who’s infrastructure?
  • How Much Availability?
  • How Secure is the Service?
  • How Secure is the Service?
    Reference customers
    Web architecture
    Uses, access control
    User generated content
    External monitoring, auditing, review
    Secure data transfer
    Browser security
  • Remember: Risks are Relative

  • 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.

    —Internet Trends, July 2010
    Morgan Stanley
  • How Do I Exit the Service?
  • How Do I Exit the Service?
    Cancellation options
    Data export options
    Disposable adoption
    Discuss exit strategy
    Contingency planning
  • Migration Challenges:On Premise vs. On Demand
    On Premise
    On Demand
  • Why On Premise Is More “Sticky”
    Hardware duplication
    System requirements
    On Premise
    Capital investment
    Custom extensions
    IT attachment
    On Demand
  • What Holds Us Back in SaaS Switching?
    Legacy mindset
    Historical data
    Institutional knowledge

  • If you don’t worry about history, then you are not tied to the past. You can think smart and move fast.
    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!

    —Avinash Kaushik
    Web Analytics 2.0
  • Marketing App Multiplication
  • Rise of the Marketing Technologist
  • A New Pillar in Marketing
  • Marketing CTO(Chief Marketing Technologist)
    • Reports to CMO
    • Coordinates with IT
    • Coordinates with products
    • Technology expertise
    • Marketing savvy
    • Strategic role
  • Why Brands Should Embrace Technological Change
    “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.”
    – Avi Dan, January 19, 2010
  • Marketing & Technology Together in the Cloud
  • Enjoy your journey into the cloud.
    Thank you.
    Scott Brinker