Nowadays security technologies such as IoT, Big Data, Artificial Intelligence, User Behaviour Analytics, Cloud Computing are on the rise. Rapidly changing customer needs force firms to adapt and create new business models. More and more companies choose to implement cloud systems, because of the rising number of digital identities rises and the rising need to protect and manage how personal information is collected, used and distributed.

Cloud based applications are convenient for different types of businesses and at the same time enable secure data management, analysis, and access from anywhere. Businesses that implement cloud computing, report improved security, efficiency, agility and scalability.

Agility

Companies should regularly reinvent their business models and when using Cloud systems, they are provided with the required infrastructure, platforms and computing abilities that helps them stay agile and ready for a change.

Security

Cloud offers increased protection at each layer from threats such as data breaches, disasters, and system shutdown. 

Efficient collaboration and flexibility

Cloud computing gives the business the flexibility to share files or data, from different devices, with the people across the world.

Cloud systems also play a crucial role in marketing activities, bringing the following benefits to marketing teams:

1. Superior Customer Experience

Cloud business model helps marketers to offer a superior customer experience. Not only because of the single sign-on convenience, but because of the unified cloud infrastructure, as well. It allows marketers to easily access and share their files, both within the team and with clients. That makes the collaboration and communication easier and more effective than ever.

2. Improved Analytics

The cloud makes it easier to track leads, customers and prospects by the use of CRM system. Marketers have the ability to test new channels, and to determine which elements of the marketing strategy worked well and which not.

3. Innovation

With improved accessibility, collaboration, and analytics, marketers can focus better in understanding customer needs and their pain points, consequently they can spend more time creating innovative campaigns to connect with customers and respond their requirements.

Beside this, there are some examples for successful marketing activities in the cloud. One of them is IBM Digital Marketing Network in the cloud. It provides customized dashboards, allowing marketers to integrate new marketing services, to view how their marketing campaigns are performing through the different channel thanks to real-time analytics to any marketing service such as Google Display Network, Doubleclick Search, etc. This is an efficient way to improve customer engagement and responses.

The next successful example is Amazon Web Services. AWS is a cloud computing solution that allows millions of customers to build applications with increased flexibility, scalability, security, and reliability. A lot of marketers use Amazon Simple Email Service (SES) which provide the software for doing e-mail campaigns. In this way they can easily send email communications to large numbers of customers, and prospects.

Moving forward to Hybrid Cloud

As cloud computing becomes mainstream, many organizations prefer their IT environments to include public and some private cloud. Most of them believe that exactly the combination of clouds ensures robust cloud governance model.

Hybrid plays a key role for organizations that want to successfully manage data access between private networks and public clouds. And this interconnection acts as the bridge to securely and directly connect cloud service providers and enterprises. In this way the companies will be able to continue their business transformation journey and develop deeply innovative and business models for future growth.