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Cloud Marketing: How Marketers are Getting It Wrong


Much has already been said about cloud computing. Great volumes of online articles and visual material have been produced relating to how it is shaping the conduct of modern business. IT marketers are discussing at length why there is a pressing need for CEOs to shift to the cloud, telling of the huge organizational benefits it entails.

But when it comes to promoting the advantages of cloud computing, how do marketers fare in constructing effective messages?

A focus on IT lead generation certainly involves having to craft quality communications; the kind of stuff designed to draw in potential customers who are presumed to buy into the idea of using a cloud service. Then again, this appears to be an idea that would not bode well for IT managers.

One thing is that most IT buyers are reluctant to alienate their current systems. They are accustomed to them and at the least likely to abandon them entirely for the cloud.

And this is where most marketers falter: They create messaging that focuses more on the current hype on cloud computing than on the possible benefits it can bring to CEOs.

Cloud is no doubt a highly revolutionary tool, but trying to convince managers to make the shift is asking for too much.

Why bother transition into a system that has yet to be fully defined and has a lot of issues in its fold?


There are risks to consider, so making an absolute commitment to the cloud should be out of the question.

“Instead of asking customers to ‘move’ somewhere, cloud vendors are far better served by explaining the benefits of ‘leveraging the power’ of the cloud,”  wrote Keith Yazmir.

Patrick Buckley in a guest post for Forbes, “It’s about integrating the power of the cloud from within their comfort zone, not – quite literally – asking them to leave it.”

Instead, to market cloud services in a more effective manner, it is crucial to create messages touching on the value these services can bring to what managers have at the present. Integration is the key, and telling buyers that they can improve their current systems using cloud services is one step toward realizing their goals.

“Positioning it as a less threatening, more evolutionary, progression is a winning strategy for brands truly looking to connect with IT audiences and drive increased adoption,” says Savitz.





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