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 />

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 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 />

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 />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 />

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 />

“<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 />

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 Creative Suite<br />- Finance and HR<br />100% Online?<br />

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 name?<br />

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 barriers to entry<br />

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 />

Web Analytics<br />> Google Analytics
Apps<br />> Chartbeat<br />> KISSmetrics<br />> Crazyegg<br />> Clicktale<br />> VisiStat<br />> Clearsaleing<br />> Visible Measures<br />

PPC Management<br />> Marin Software<br
/>> Click Equations<br />> Clickable<br />> Yield Software<br />> ClickSweeper<br />> SearchForce<br />> Kenshoo<br />> SiteWit<br />

SEO Management<br />> Covario<br />>
SEOmoz<br />> WordStream<br />> HubSpot<br />> SEOintelligence<br />> Conductor<br />> BrightEdge<br />> GinzaMetrics<br />

Social Media Marketing<br />> PostRank<br
/>> Radian6<br />> Lithium (Scout Labs)<br />> trackur<br />> Wildfire<br />> Viralheat<br />> Strutta<br />

Post-Click Marketing & Behavioral Targeting<br
/>> Google Website Optimizer<br />> LiveBall (ion interactive)<br />> unbounce<br />> Monetate<br />> Amadesa<br />> SeeWhy<br />> Dapper<br />

Marketing Automation<br />> Eloqua<br />>
Marketo<br />> Demandbase<br />> Pardot<br />> Manticore Technologies<br />> marketbright<br />> SilverPop<br />

Email Marketing<br />> Exact Target<br
/>> Constant Contact<br />> MailChimp<br />> Emma<br />> Campaign Monitor<br />> Bronto Software<br />> Silverpop<br />> Vertical Response<br />

Virtual Events<br />> Citrix Online<br
/>> WebEx<br />> Altus<br />> Unisfair<br />> 6connex<br />> VirtualEvents365<br />> Adobe Connect<br />> Yugma<br />

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 />><br />Short contract lengths<br />><br />Minimal integration requirements<br />><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<br />><br />Economies of scale<br />><br />Move out whenever you want<br />><br />

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 />

Capex vs. Opex<br />> Economies
of scale<br />> Peak capacity planning<br />> Time to launch<br />> Early exit (write off)<br />> Cash flow<br />

#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 delays or upgrade costs for new version<br />><br />Pace of new updates usually much faster<br />><br />

#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 is responsible for everything<br />><br />Subscription model is good incentive<br />><br />

#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 between being a customer vs. a coworker<br />><br />

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 />><br />SLAs<br />><br />Historical uptime<br />><br />Technical support<br />><br />Who’s infrastructure?<br />><br />

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 />><br />User generated content<br />><br />External monitoring, auditing, review<br />><br />Secure data transfer<br />><br />Browser security<br />><br />

Remember: Risks are Relative<br />

“<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 />

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 />><br />Discuss exit strategy<br />><br />Contingency planning<br />><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 />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 />

What Holds Us Back in
SaaS Switching?<br />Legacy mindset<br />><br />Historical data<br />><br />Institutional knowledge<br />><br />

“<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 />

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 products<br />• Technology expertise<br />• Marketing savvy<br />• Strategic role<br />

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 />

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 />http://www.ioninteractive.com<br />