|By Ava Cambellini||
|March 1, 2014 07:51 AM EST||
As Cloud computing continues to grow and expand, industries like marketing are learning how to take advantage of all the benefits and efficiencies it can provide. These tools and technologies can change the approach marketers take when working to engage their audience and nurture sales leads.
Marketers are looking to the Cloud for a variety of reasons. When working in the Cloud, marketers can have confidence their data is secure. Additionally, there is no need to worry about losing data to a server failure, as Cloud service providers have well-planned backup and redundancy systems. Another big plus to using a marketing Cloud is its cost-efficiency. Unlike all that is involved with supervision of server room infrastructure for management and deployment of marketing materials, utilizing a Cloud-based marketing system is far less costly. The Cloud vendor takes care of all the hardware management, security patches, and more.
The biggest advantage to using a Marketing Cloud system is what it can do. As marketing opportunities continue to evolve, it is quite challenging to stay up to date on emerging technologies and build effective campaigns. There are a variety of marketing opportunities today – social, mobile, multimedia, web, email – it can be difficult to build an effective message, deploy it, manage analytics and leads, refine as needed, and redeploy. It can prove challenging to manage time effectively. This is where a Cloud system can make a huge difference. Cloud systems provide the flexibility marketers need today to create completely unique experiences that will get the attention of contacts so they can turn into customers. In the digital realm, consumers expect personalized content across a variety of channels that work effectively on multiple platforms. This is the only way to engage and retain current customers as well as find new customers. It is the job of marketers to deliver the best possible digital experience to consumers and the way to accomplish that is by reviewing analytics of previous campaigns in order to determine what provided the best ROI. That is where the marketing Cloud soars.
A system like Marketing Cloud by Salesforce allows marketers to create and manage programs across multiple channels, including email, mobile, social, and the Web. By using a Cloud-based marketing system, the analytics for all these different programs are centrally located so it is easier to see what worked well and what didn’t so the next campaign can be improved prior to deployment. Understanding these insights on a global scale will continue to improve campaign performance.
For example, according to a study released in 2013 by Econsultancy and Adobe, content marketing and conversion rate optimization are top priorities for client-side marketers. Other important topics included social media engagement, targeting and personalization, content optimization, and mobile optimization, to name a few. This is proof that the job of the marketer is growing increasingly complex. Having all campaigns centrally located in the Cloud helps to bring a sense of order and consistency to the marketing professional. By having a single dashboard to review analytics and make sure each campaign includes with a consistent message, chances are customer engagement will have a better opportunity at remaining high, while keeping everything organized.
What is most important to any professional, regardless of industry, is defining success and then achieving it. For marketers, success can mean engaged contacts, improved brand loyalty, more clicks, lower bounce rate – the list could seemingly go on forever. By utilizing a Marketing Cloud Service, that definition of success, and how to track it, can be more attainable than in the past.