Marketing in the Cloud

MarketingProfs.com & Citrix present
Marketing
in the
Cloud
by Scott Brinker
Twitter: @chiefmartec
President & CTOion interactive, inc.
http://www.chiefmartec.com
http://www.ioninteractive.com

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?
TIME ON COMPUTER
- 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)
Web-Based
Hosted
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
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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
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Economic stability
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SLAs
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Historical uptime
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Technical support
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Who’s infrastructure?
>

How Much Availability?

How Secure is the Service?

How Secure is the Service?
Reference customers
>
Web architecture
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Uses, access control
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User generated content
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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
easy
hard
On Premise
easy
hard
On Demand

Why On Premise Is More “Sticky”
Hardware duplication
>
System requirements
>
easy
hard
On Premise
Capital investment
>
Custom extensions
>
easy
hard
IT attachment
>
Mindset
>
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
Creative
Strategy
Technology

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
@chiefmartec
http://www.chiefmartec.com
http://www.ioninteractive.com

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Marketing in the Cloud

by Scott Brinker

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