Data is extremely important to drive decisions in the marketing field. Nothing can or should be done on a whim, so in order to find success, companies look to the cloud to help store and process marketing information. According to Mark Hurd, CEO of Oracle, “All enterprise data will be stored virtually in the cloud.” He adds that “more data is in the cloud now than in traditional storage systems.” Why are so many companies making this switch? Here are a few ways the cloud is helping to change the marketing field for the better.

Content Relevance

One of the most important factors in content marketing is that your content must be relevant to your product or client and to the community you’re targeting. If your content strategy isn’t relevant to your product or your target audience, you’re sure to see your efforts go to waste. According to Oracle, looking at data collected from both clients and audiences can help marketers make connections between them. Collecting information and honing in on specific issues can help clarify the central themes for your marketing campaigns. While this is already important in the marketing field, cloud technologies have revolutionized the way data is collected and analyzed. Now all your marketing information is in the cloud, and your applications can make inferences on their own.

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Personalization

Personalization is also a critical element in modern marketing campaigns. Cloud-based data has greatly improved the degree of specificity to which marketing professionals can target their audience with demographic and psychographic details. The immense amount of data out there allows one to get a better picture of their target and deliver more tailored content via personalized ads. It was difficult to personalize anything for larger pools of consumers before the advent of cloud software. Now, this data can even help detect and predict behaviour patterns and anticipate an audience’s readiness something new. This can help marketers to assemble personalized content to win their audience over.

Less Human Participation

Collecting data, tracking feedback, and making inferences for strategic purposes can take a lot of time and energy. Thanks to the cloud, there is now less human interaction needed for marketing campaign production. However, this doesn’t mean the cloud is taking jobs away from marketing professionals. In fact, it frees up time for these professionals to work on more pressing matters. Professionals can use this time they’ve saved to discover insights and focus their efforts on creating better campaigns. In essence, the cloud isn’t replacing jobs, it’s making jobs more efficient.


Data is changing the way marketing works and the jobs the field may require in the future. A growing dependence on software and information calls for more tech-savvy talent. Marketing agencies are now hiring data scientists and tech professionals who better understand the systems in use and can help pull out the whos, whats, wheres, whens and whys the software produces. Marketing is ever-changing, but its end goal has always been making sales, and the cloud can help make that process even smoother.

Posted by Wendy Dessler

Wendy is a super connector who helps businesses find their audience online through outreach, partnerships and networking. She frequently writes about the latest advancements in digital marketing and focuses her efforts on developing customized marketing plans depending on the industry and competition.

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