This document provides an overview of cloud computing applications for marketing. It begins with defining cloud computing as internet-based computing resources provided on demand. It then discusses the growth of marketing technology categories available in the cloud like web analytics, PPC management, SEO, social media marketing and more. The benefits of cloud applications like ease of use and always having the latest version are covered. Risks around reliability, security and exiting a service are addressed. Finally, it discusses how marketing is taking on more technology roles with the rise of cloud applications.
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Marketing in the Cloud
1. 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
2. How many of you use cloud applications in marketing today?
3. 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. >
4. Or maybe you’ve used one of these lately? P.S. Want to share a tweet? I’m @chiefmartec.
5. 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” >
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.
7. “ 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. ”
8. Not being a Harvard professor myself, I have a far simpler definition…
10. 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?
22. A Perfect Storm for Marketing Technology Large market New Ventures Relatively easy to sell Low barriers to entry
23. 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
72. #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 >
74. #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 >
75. Isn’t it better to own than rent? For real estate, which appreciates (usually), probably yes. > For software, which depreciates (always), probably no. >
76. Capex vs. Opex > Economies of scale > Peak capacity planning > Time to launch > Early exit (write off) > Cash flow
78. #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 >
81. #4. SaaS is one-call support. Single authoritative source for help > No intermediaries > Vendor is responsible for everything > Subscription model is good incentive >
91. How Secure is the Service? Reference customers > Web architecture > Uses, access control > User generated content > External monitoring, auditing, review > Secure data transfer > Browser security >
93. “ 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
97. 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
98. What Holds Us Back in SaaS Switching? Legacy mindset > Historical data > Institutional knowledge >
99. “ 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
102. A New Pillar in Marketing Creative Strategy Technology
103. Marketing CTO(Chief Marketing Technologist) • Reports to CMO • Coordinates with IT • Coordinates with products • Technology expertise • Marketing savvy • Strategic role
104. 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