In today’s complex dynamic digital world, marketers must engage a multi-instrumented customer with a shorter than ever attention span at multiple touch points across multiple channels, sometimes at the same time. And they may have all but 30 to 300 milliseconds at any one touch point to grab the customer’s attention, share their story, make a connection and secure their intent to purchase.
To make their marketing dollars work in such fleeting periods, marketers need to move at the speed of digital and deliver consistent, personalized experiences across channels on all devices. To drive relevancy and deliver the most personalized experience, it’s the right content to the right person at the right time and place. But enterprises have tons of customer data everywhere, usually in siloed-function-specific apps, channel-based databases, or third part systems. The key to turning this data into a business asset is being able to collect it, harness it, dissect it, and extract actionable insights from it in real time.
Cloud Has Moved in, and It’s Loaded!
Cloud-based digital marketing platforms help you bring the data from across touch points, like social, search, mobile, video, CRM, call centers, point of sale, and third-party marketing systems such as email or ad serving, on one integrated platform so marketers can easily analyze the real-time trends and uncover actionable insights to tailor content that delivers the most relevant customer experiences at scale and amplify the ROI one their digital marketing investment. Marketing cloud platforms better equip you to mine through terabytes of data in real time and give you a flexible environment to deliver and test new digital strategies and continually refine your work to optimize experiences for your customers.
Cloud = bigger reach-better insights-compelling content-optimized experiences-accelerated marketing performance
A lot of enterprises that have gone the cloud way are discovering that leveraging marketing cloud platforms they can significantly increase the signup rate for a loyalty program, almost double website lead conversion, improve the reach and conversion on a multichannel brand campaign, or just cut down the time it takes to generate reports by a factor of 20 .
Cloud affords the marketer the powerful ability to make better decisions and execute them faster, by providing the capabilities like:
Real Time Analytics and Reporting
Leveraging marketing cloud platforms helps you get real-time web, social and mobile analytics and reporting capabilities that enable data-driven decision-making.
Testing and Targeting at Scale
Cloud platforms deliver scalability tests and target digital experiences at scale, so you can alter and optimize your web, social, and mobile site conversations to create differentiated personalized experiences.
Streamlined Multichannel Campaign Execution
Integrated cloud platforms enable marketers to optimize advertisement spend to deliver the highest return possible by leveraging great analytics to effectively execute multichannel campaigns-from search, to display, social media, mobile, and video.
Optimized Social Engagement
An integrated cloud platform helps you manage and optimize social marketing by enabling integrated social listening, publishing, and analytics to help you connect the dots between social interactions and business results in one place. This powerful integration helps you uncover meaningful insights to create content that is immediate, relevant and compelling.
Among all capabilities and benefits of cloud computing in marketing that you’ve read above, the one common factor and the key benefit is the massive ability the cloud gives to deliver relevant experiences to today’s customers, who are constantly evolving their ways of interaction and aspirations from a brand. When structured and managed efficiently according to your needs, these integrated cloud platforms provide you the flexibility, scalability and the intelligence you need to optimize every customer interaction, drive greater engagement, and increase conversion rates to generate incredible business results
