As marketing technology landscape continues to evolve and grow, organizations are struggling to continually incorporate the latest and most effective techniques into their approach. Finding ways to lower the total cost of ownership for marketing technologies is of paramount concern. The appetite for large investments in infrastructure has decreased significantly. Instead, marketers today require more flexibility, preferring to employ dynamic test-and-learn capabilities. Cloud-based technologies, including infrastructure, platform, and software as a service, open new options for marketers to stretch their budgets and are changing the way they view and utilize marketing data and technologies.
The good news is it’s no longer necessary to acquire and maintain all of the cumbersome components long-term in a hosted environment. Rather than making large investments in solutions that aren’t guaranteed to keep up with future needs, marketing organizations are looking for alternatives that can better optimize costs. These new options are changing the technology game; supporting business needs by:
- employing architectures that can allow for costs directly tied to optimal storage and processing requirements;
- creating environments that have smooth and predictable costs based on actual usage, minimizing spikes in capital acquisition; and
- reducing the time and effort required to add technology resources to keep pace with the changing needs of marketing and customer experience.