It’s apparent that technology has brought the marketing field a long way — digital marketing wouldn’t even exist without it.
However, many marketers don’t recognize just how much and how often technology is impacting their daily work. With the ever-present changes in data-driven marketing, and the technologies that drive this change, it’s more important than ever for digital marketing teams to recognize the impact these shifts are having, and understand how it happens.
One of the most influential technologies to transform today’s marketing landscape is cloud computing. Before the cloud came into the picture, marketing was a tedious task. With limitations in time, distance, and reach, traditional marketing techniques incurred large costs, time, and effort. However, introducing the cloud’s capabilities has offered many opportunities for marketing teams to improve their digital strategy which we will highlight below:
Marketing is no longer location dependent
Gone are the days where marketing meant knocking on doors, gathering focus groups, and traveling from place to place to gather customer feedback. The introduction of the cloud offers a simple method for brands to reach their audience.
Not only has the cloud ruled out location dependency, but it has also paved the way for an instant connection. Today, digital marketers can garner engagement and feedback through a simple form, video call, or live chat, all of which are fueled by the cloud. This instant connection makes it easier for the consumer to contact a business, and also makes it easier for teams to improve customer relationships by providing instant fixes.
It creates stronger social campaigns
The cloud has enabled marketers to plan their campaigns faster using cloud-based collaboration tools like Google Drive, Slack, and Trello, while also storing the results of these campaigns in one place with marketing-specific platforms like Hubspot or BuzzSumo.
In addition to planning and tracking social campaigns, the cloud has enabled digital marketers to improve their social listening skills. Social listening allows marketing teams to monitor conversations on social media platforms in order to best understand consumer sentiment surrounding their brand. Because these cloud tools give marketers the space to pool all of their social data in one place, it improves the quality of social analysis. Marketers can extract more thorough insights that they can use toward future campaigns, incorporating a stronger sense of data-driven decision making.
Digital marketers can use real-time occurrences to their benefit
Because the cloud is online and is accessible anywhere and at any time, it enables marketing teams to quickly transform opportunities into actual projects and make the most of them. For example, an after-work-hours current event, or trending online topic can be implemented into a social media strategy before it becomes irrelevant.
Rather than waiting too long to weigh in on the trending topic, marketing teams can use their cloud collaboration tools to devise a social media plan, implement it online, and track the results. This demonstrates that the brand is quick to respond, up-to-date on topics that matter most to their audience, and is forward-thinking in their creative strategy.
It allows marketers to integrate data and analyze it in one location
Digital marketers collect data from various touch points like video, mobile, and search, among others. This pool of data, however, isn’t useful unless it can be integrated and stored in a common location. This is where the cloud has a very important role.
By using platforms equipped with cloud technologies, marketers can compare and contrast data from different channels, study an aggregate, or decide which touchpoints are their most successful.
Cloud computing is just one of the many emerging technologies that are vastly changing today’s business processes. As a marketer, be sure to study up on today’s most important technologies, whether it be virtual reality, artificial intelligence, or even robotics. You never know which might transform your business next!