A New Game for Marketers in the Era of Cloud Computing and Big Data
By Karla Robinson
August 22, 2012
August 22, 2012
- Cloud computing and big data is changing the game for marketers. CMOs will either “sink or swim depending on their ability to recognize the importance of the consumer information available to them and ability to capture and put it to use,” GigaOM writes.
- “Marketing is being redefined in the era of cloud-delivered, self-service applications and services and Web-connected consumers,” explains Barb Darrow in the post. “Several CIOs and CTOs have told me that they agree that CMOs gaining clout in their businesses — but the most successful CMOs are those who ‘get’ that effective marketing is both broader and more focused than it’s been in the past.”
- While marketing officers need to acknowledge the new data channels like social media, they also need to develop “narrower, less scattershot messaging” to reach customers, Darrow suggests.
- “In order to become customer-centric and deliver a consistent message to each individual regardless of the communication channel, companies must first integrate all their customer- and prospect-related data. Up to now, organizations would silo the various types of customer-related data,” says Evangelos Simoudis, senior managing director of Trident Capital.
- “Many firms spend lots of resources pursuing outside influencers who’ve gained following on the Web and through social media. A better approach is to find and cultivate customer influencers and give them something great to talk about,” adds Bill Lee of Lee Consulting Group.
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