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Martech industry is the next big word in the domain of digital innovations. For example, up to 98% of modern high-growth companies use tools from martech stack to ensure marketing automation. Organizations from a broad range of industries keep up with marketing technology trends in order to establish more efficient promotional campaigns and market targeting. Data is the core asset of the martech industry, and problems often appear when it comes to a marketing technology stack that has to work with significant information loads.
Cloud-based platforms, such as AWS, Microsoft Azure, and GCP, bring solutions to the main issues associated with marketing technologies. With their help, businesses can save time and cost. Such software also improves the overall efficiency of apps that automate technology marketing practices. In this material, we will elaborate on cloud technologies for martech engineering and the main benefits of such an approach.
Improved scalability
Martech software has to work with significant data loads that may grow dramatically in particular circumstances. At a specific point, bandwidth demands may exceed the capacity of the application. Cloud technologies bring a solution to such issues. While using a cloud platform for martech engineering, you get an opportunity to scale your software up and down more efficiently.
The scaling of on-premise applications may require you to buy expensive hardware and install costly upgrades. In cloud computing, scaling can be handled by technology providers, such as AWS, Microsoft Azure, and GCP. Industry leaders offer a broad range of functionalities for scaling your martech stack up and down. While choosing a reliable cloud service provider, you make your martech platforms much more flexible. You also receive additional guarantees that a rapid increase in processed data loads will not become an insurmountable obstacle.
Fortified data security
Relevance and uniqueness of information bring a competitive edge in the domain of digital technology marketing. It means that confidentiality and security of all insights become a must. Marketing technology applications also work with significant loads of customer private information. Data leaks in your technology for marketing may ruin customer loyalty and brand positioning or even lead an organization to legal issues.
How can cloud technologies in marketing aid with this problem? Providers of cloud computing platforms integrate baseline protections in their products. The main security barriers include authentication protections, encryption, and access control. Organizations that use cloud-based marketing technology solutions can expand their data protection capabilities by setting additional security barriers for sensitive data. Control and customizability are the most significant security benefits of cloud computing solutions for martech platforms.
Enhanced business continuity
Business continuity is often overlooked by organizations that use digital technologies. A company may have terabytes of relevant data stored in its marketing technology database and skillfully apply them in its business practices, but it may be completely unprepared for unpredictable circumstances. A disaster, power failure, or any other crisis can make it temporarily or completely lose access to its essential information assets stored in a data management platform. Needless to say that such a situation is a catastrophe for an organization that relies on marketing technologies.
Cloud technologies, such as AWS, have disaster recovery options that promote business continuity. They provide additional backup for all martech information because all the data is stored in a remote and safe location. While applying cloud-based marketing technology services, you may feel secure that all your insights and loads of customer data will not be lost in one moment because of unprecedented circumstances.
Improved flexibility
It is impossible to overestimate the value of flexibility for the domain marketing technologies. Timely response and adaptivity are the essentials of this rapidly-changing sphere. A high-quality data management platform or any other marketing application has to adapt to the emerging requirements and needs of a business. To make the difference, a product of martech engineering has to be packed with filtering, sorting, and data processing functions. Another point that makes marketing technology software more flexible is connectivity. Marketing technology solutions that work with relevant data or distribute ads should perfectly work with supplementary tools and systems. The ability to access an application from different devices also makes it more flexible.
Flexibility is one of the main benefits of cloud computing technologies. While employing the potential of such platforms as AWS, the organization gets better opportunities for storing, retrieving, recovering, or processing big data loads. Also, the world’s leading cloud platforms ensure:
- high level of customizability of your marketing technology stack;
- connectivity with other systems and supplementary applications;
- improved productivity of apps that provide martech services;
- mobility that allows accessing cloud-based applications from various locations with different devices;
- enhanced control over all data manipulations in your martech platforms for more efficient decision-making.
Cost-efficiency
(Source: Gartner )
A recent study shows that 58% of marketers view upselling opportunities as the main benefits of marketing technologies. Unfortunately, the cost of software development may be very high. It makes the use of marketing technology solutions much less profitable for your business practices. Most probably, developing a highly scalable marketing application with a rich set of functionalities will not go cheap. Organizations understand it and may spend much time seeking the most cost-efficient options for developing marketing technologies.
Cost-efficiency is one of the most valuable benefits of the cloud-based martech development approach. While using such technologies, an organization cuts the cost of maintaining IT infrastructures. Such martech business solutions do not require expensive equipment and large teams of specialists to handle the operations of cloud data centers. Overall, the cost-efficiency of cloud computing allows companies to launch cutting-edge technology for marketing without overspending.
In conclusion
Cloud computing becomes an increasingly popular technology used in marketing. It provides significant opportunities for the development of martech business solutions that deal with immense data loads. Such platforms as AWS, Microsoft Azure, and GCP can be used for creating highly-scalable and secure applications with advanced disaster recovery functions. Also, such solutions provide a significant marketing technology stack that allows delivering flexible apps at an affordable price.Binariks is a certified partner of AWS and GCP with significant experience in applying cloud technologies. Make sure to check our portfolio for more information. We are also proud of our solid expertise in the domain of marketing technology solutions. Our martech development approach focuses on quality, agility, and collaboration. We provide multiple engagement models and deliver quality and fresh insight. Sounds promising? Contact us to discuss your project and explore the potential of cloud technologies in marketing.