How Cloud Computing Can Change Digital Marketing

By Lindsey Patterson, Contributing Writer  |  May 09, 2017

The cloud isn’t something many people on the street understand. To them, it’s just another meaningless buzzword that has no connection to their daily lives. However, most people do use cloud computing every single day with the host of apps and services on their smartphones. The cloud simply refers to software or files that are accessed purely through the Web instead of having to do so through local hardware. It represents a sea of change for how the Internet operates and provides significant advantages over traditional computing.

There are many different industries that can benefit significantly from cloud adoption. In fact, 90 percent of companies are using the cloud in some form. One industry that can certainly benefit from the use of the cloud is digital marketing. Here are some of the big changes the cloud is likely to cause for digital marketing as a whole.

Online Marketing Analytics

By and large, most companies these days analyze their marketing campaigns through the use of cloud powered software. The two leaders of the cloud computing industry are cloud powered analytics software and data storage.

This of course follows the trend that most software is following. The benefits of cloud powered software are pretty clear. No software has to be installed on a local machine. Instead, it is provided directly by the vendor. This of course lessens the workload for companies as well as the need for expensive in-house IT staff. Instead, all the grunt work is performed by the vendor for you as well as the troubleshooting of any problems. As such, cloud powered software is often provided on a subscription basis.

In regard to digital marketing, cloud powered marketing analytics tools can be very powerful. They can allow you to analyze the progress of a campaign from any computer you have access to. This means being able to check up on your digital marketing or even email marketing efforts in the office, at home, in a hotel or even while on the plane. You will be able to see exactly how well your ads are performing and how many conversions are produced by your digital ads in real time. If adjustments are needed, you’ll be able to make them in the timeliest manner possible.

Big Data Integration

One of the greatest things about marketing with the cloud is that it can be used in tandem with your big data collection efforts. Information procured through your big data efforts can be integrated with cloud computing technology through the use of platforms like kafka as a service that use stream processing. What this means is that all the information collected from customer interactions, sales and past marketing campaigns’ performances can be integrated directly into your future campaigns.

For example, information collected regarding consumers from certain geographic locations can be used as part of the automated decision making for what ads those people see when surfing the Internet. Instead of loading a generic Web ad for a person from Ohio, they will instead be sent an ad that correlates to what your data says your Ohio customers are most interested in when the cloud software detects an Ohio IP. This kind of tailored digital marketing strategy is integral for improving conversion rates. As more data is accrued, your marketing efforts will be more informed and more successful.

Digital Marketing Campaign Streamlining

One thing the cloud will do for digital marketing is streamline the entire process. This means all elements of marketing from the planning stages to deployment of new campaigns will be managed directly through a single cloud powered marketing suite. The ads will then be loaded directly through the cloud to consumers with real time results being provided to management with access to the software suite.

The cloud isn’t just a buzzword. It’s changing how the Internet works for businesses and people as a whole. This is proved, for example, by the fact that Microsoft (News - Alert) now makes 30 percent of its revenue from cloud services. This certainly holds true for marketing as the cloud quickly overtakes the digital marketing industry.

Edited by Alicia Young