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Cloud Services Profoundly Impact Marketing

June 30, 2014

Worldwide adoption of cloud services is impacting more than the overall efficiency and capability of businesses. It is changing the roles of chief marketing officers and chief digital officers by allowing technology to catch up with the responsibilities people in those positions have managed for years.

Dana Teahan, founder of tech startup Divide by Zero and previous CDO at Virgin Money Australia, recently wrote a blog post at ZDNet outlining the effect that cloud services are having on individuals in those roles. He begins by stating that CDOs and CMOs have long been involved with cloud-type services before the actual cloud was a glimmer in any business's eye.

By marketing products through websites or by reaching out to customers through email and other methods of electronic communication, CMOs have been performing services akin to what the cloud provides now.

"The concept of cloud always existed," Teahan says, "because you're delivering websites, Web services, but it wasn't called cloud, and it's only recently that technology has caught up with where [the] digital web had been for many years."

What the cloud does now is provide such marketers with a technological backing to their aims. Consider email marketing, Teahan points out. Cloud-based email marketing apps are available for businesses of all sizes; previously, they were only available for large enterprises that could afford to have IT teams construct similar applications in house.

Small and medium-size businesses do not have dedicated IT teams, and they do not have the capital to invest in such endeavors. As a result, they were left behind. Cloud service providers, though, manage all that heavy lifting for businesses of any size, and now small outfits can compete with large enterprises on a level playing field.

Furthermore, as IT professionals begin to focus on the relationship between marketing and the cloud-based apps they use, IT has begun to understand more about what marketers do on a daily basis. Before, IT teams concentrated on constructing software. Now that software construction is out of their hands, IT can work on a more intimate level with marketers to fine tune software to make it operate in ways marketers need and expect. And because IT now has time to develop more intimate relationships with other departments, they can make sure every piece of cloud-based software their businesses need work well in tandem with one another.

Because of this, entire businesses can improve not only marketing efficiency but also overall operating efficiency as a function of the interoperability of their software and their various departments.



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