Cloud Marketing

cloud

Content without walls.

Platform and channel independence. That’s the killer app of the content marketing world. We’re looking for content that can live in any environment and not only survive but prosper.

Technology per usual is ahead of marketing. The buzz word of the last five years has been “cloud computing”.

“We’re all in.

Cloud computing is a way of computing, via the Internet, that broadly shares computer resources instead of using software or storage on a local PC.

Microsoft has bet its future on this technology. You can find it being used to distribute .torrents, ease the pressure on servers and scale up and down appropriately. They’re “all in”, so why haven’t content creators jumped on board?

Fear and a loss of control.

The cloud breaks down and distributes and disseminates bits of information so they can be reassembled later in a more complete narrative. Marketing needs to work and think in this same way.

We can’t rely on our customers being able to see the entirety of an integrated campaign anymore. They’re far more likely to see bits and pieces of content here and there and only have a brief encounter with your messaging.

Therefore, your content has to be both self-contained in messaging and link up to form a greater narrative.

Voltron marketing.

Siloed thinking isn’t intentional, it’s merely a result of people specializing around different mediums; the same hurdles that affect print are very different from those faced by those creating video content.

How do we remedy this sort of thinking? By using the .torrent model and embracing the cloud.

It’s not about one idea. It’s about hundreds of smaller ones. Each with their own benefits, downsides and nuances. If you are able to have these ideas form up into a larger whole? Then you have something worth taking to market.

Where do we go from here?

Start engineering for fully autonomous but interdependent content. (Yes, I’m aware that’s a mouthful.) The previous mode of operation has been to reverse engineer a larger idea and make it fit into places where it can’t survive. The 30-second spot doesn’t translate to a cellphone, nor should it.

Your ideas shouldn’t be restricted by mediums anymore. If they are? You’re already thinking the wrong way.

Cloud marketing: where the sum is an improvement on the various parts but not its entire purpose.

Image Source: Marc Cooper

3 thoughts on “Cloud Marketing

  • Couldn't you use cloud computing as a crowdsourcing type tool? Integrate it into general marketing practices, and see the type of feedback you get.

    On the flipside, siloed thinking happens because it's encouraged by management in some. Practices are hard to break. Using something such as cloud computing might not register. Those hundred of smaller ideas might not be the best, but they can build into one big idea. You should be using as many tools as possible.

    Marketing has a hard time breaking down big ideas, so how can they break down the small ones? They should worry about foundation first, then build upon it.

  • I'm the former head of marketing for Siebel Systems. We used integrated marketing campaigns extensively to develop and promote our global brand. However, we primarily used traditional media to accomplish our objectives. In today's environment, if we were just starting out, I believe our “traditional” techniques would be far less optimal.

    You say “We can't rely on our customers being able to see the entirety of an integrated campaign anymore.” With so many mediums competing for our customers' and prospects' attention, you are absolutely right.

    I like the concept of breaking down a brand into its logical constituent elements where each element can stand on its own so each can be individually delivered through many mediums (e.g. mobile/SMS) using “short sound bites” but when integrated each supports the other.

    Perhaps, then, something as tried, tested and proven as understanding the good ol' fashioned brand promise and brand attributes takes on even more importance now than in the past.

  • My company actually does use cloud maketing as a sort of crowd sourcing, but for channel resellers via the enterprise. We take large amounts of marketing content and syndicate it to channel resellers websites but give the vendor control over updates. The VAR has the ability to customize, accept, or reject those changes.

    We aggregate all the data back up into a central admin console where the vendor can assess the success of the program and make changes as necessary. We also tie in lead generation and marketing automation tools that all feed directly in to resellers' existing websites.

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