USE OF CLOUD COMPUTING AND E-SERVICES IN DIGITAL MARKETING

SUBMITTED BY:

BHAVIN PATEL

JIGNASA GOHIL

SUBMITTED TO:

PROF. DINESH THAPAK

SHANTI BUSINESS SCHOOL

PGDM 2012-2014

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ACKNOWLEDGEMENT

The information that we collected under Cloud Computing, Digitalservices and e-services subject was found very useful as ithelped as to gain knowledge about the Cloud Computing and how itis interlinked with the Digital Marketing.

First of all as a group we would like to thank Prof. DineshThapak for giving us such a wonderful opportunity to choose thetopic and how the companies manage all the activities related toCloud and Digital Marketing. By doing this studies we came toknow how they work and what measures the companies take for theirsecurity purpose as it holds important position in the IT sector.

Finally this study will help us in future by keeping importantpoints in mind how they maintain their processes and systems.

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TABLE OF CONTENTS

Sr. No. ParticularsPageNo.

1. Introduction 42. Cloud Computing 63. Influence Of Digital Marketing 114. Abstract’s 155. Digital Marketing 176. Social Media Facts 237. Case Studies 268. Conclusion 35

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INTRODUCTION4

TO THE TOPIC

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SR NO.

CLOUD COMPUTING

DIGITAL MARKETING E-SEVICES

1 DEFINITION

Cloud computing is a type of computing that relies on sharing computing resources ratherthan having local servers orpersonal devices to handle applications. These services are broadly divided into three categories: Infrastructure-as-a-Service (Iaas), Platform-as-a-Service (Paas) and Software-as-a-Service (SaaS). 

The promotion of products or brands via one or more forms of electronic media. For example, advertising mediums that might be used as part of the digital marketing strategy of a business couldinclude promotional efforts made via the Internet, social media, mobile phones and electronic billboards, as well as via digital and television and radio channels.

E-services include e-commerce transaction services for handling onlineorders, application hosting by application service providers (ASPs) and any processing capability thatis obtainable on the Web.

2 PURPOSE Cloud Computing is the act of releasing computing and storage capacityto a group of beneficiaries. It was name cloudbecause of the cloud shape lookit showed on charts and diagrams it represented as well as the

To achieve their primary goal: highly-qualified, sales ready leads. They would publish and share stories and informationthat would help their buyers do their job better through their own expertise. And alsothey would communicate the market to their customers.

It will workas intermediatebetween cloud computing and digital marketing

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DEFINITION: CLOUD COMPUTING The Gartner Group defines Cloud Computing as “a style ofcomputing in which massively scalable IT-related capabilities areprovided “as a service” using Internet technologies to multipleexternal customers.”

The most recent NIST definition states, “ Cloud Computing is amodel for enabling ubiquitous, convenient, on –demand networkaccess to a shared pool of configuration computing resources(e.g., networks, servers, storage, applications, and services)that can be rapidly provisioned and released with minimalmanagement effort or service provider interaction.”

THE BASIC TYPES OF CLOUD COMPUTING SERVICES:

Software as a service (SAAS):

The most widely known and widely used form of Cloud Computing,SaaS provides all the functions of a sophisticated traditionalapplication, but through a Web browser, not a locally-installedapplication. SaaS eliminates worries about application servers,storage, application development and related updates, commonconcerns of IT. Highest-profile examples are Salesforce.com,Google's Gmail and Apps, instant messaging from AOL, Yahoo andGoogle, and VoIP from Vonage and Skype.

Platform as a Service (PAAS):

The consumer uses a hosted environment for their ownapplications. The consumer controls the applications that run inthe environment (and possibly has some control over the hostingenvironment), but does not control the operating system, hardware

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or network infrastructure on which they are running. The platformis typically an application framework.

Infrastructure as a Service (IAAS):

The consumer uses “fundamental computing resources” such as gridsor clusters or virtualized servers, networks, storage and systemsoftware designed to augment or replace the functions of anentire data center. The highest-profile example is Amazon'sElastic Compute Cloud [EC2] and Simple Storage Service, but IBMand other traditional IT vendors are also offering services, asare telecom providers (e.g. Verizon).

Network as a service (NAAS):

A category of cloud services where the capability provided to thecloud service user is to use network/transport connectivityservices and/or inter-cloud network connectivity services. NaaSinvolves the optimization of resource allocations by consideringnetwork and computing resources as a unified whole.

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FEATURES OF CLOUD COMPUTING:

INDIVIDUAL USE ON REQUEST:

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A user can use the resources when he desires, from any placeand at any time via the global network. These resourcesinclude server time or a network space (physical space onstorage devices) that is accessed without the need for humanintervention from a client or the service provider.

WIDE RANGE OF NETWORK ACCESS CAPACITIES:

System capacities are available to customers through anetwork and can be accessed from different devices such asdesktop computers, mobile phones, smart phones and tabletdevices.

MEASURABLE SERVICE – PAYMENT PAY-PER-USE:

Cloud systems automatically control and optimize necessaryresources depending on the needs of users and required typesof services (disk space, power of processor, amount of RAMand so on). All these services are measurable and theirusage is transparent, both for the provider and clients.This is very important because the financial momentum playsa huge role when it comes to this new technology, especiallyfor large enterprise systems and companies.

AGILITY:

Agility improves with users ability to re-provisiontechnological infrastructure resources.

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With most organizations focusing on leveraging the cloud in orderto cut capital expenditure and control operating costs, there isaggressive growth in business for cloud adoption. However, thecloud can bring security risks and challenges for IT Management,which can be more expensive for the organization to deal with,even considering the cost saving achieved by moving to the cloud.Therefore, it is very important for businesses to understandtheir requirements before opting for various deployment modelsavailable on the cloud.There are primarily four cloud deployment models, which arediscussed below, along with scenarios in which a business couldopt for each. These models have been recommended by the NationalInstitute of Standards and Technology (NIST).

The Private Cloud: This model doesn’t bring much in terms of cost efficiency: it iscomparable to buying, building and managing your owninfrastructure. Still, it brings in tremendous value from asecurity point of view. During their initial adaptation to thecloud, many organizations face challenges and have concernsrelated to data security. These concerns are taken care of bythis model, in which hosting is built and maintained for aspecific client. The infrastructure required for hosting can beon-premises or at a third-party location. For example, for thehealthcare and pharmaceutical industries, moving data to thecloud may violate the norms. Similarly, different countries havedifferent laws and regulations for managing and handling data,which can impede the business if cloud is under differentjurisdiction.

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The Public Cloud: The public cloud deployment model represents true cloud hosting.In this deployment model, services and infrastructure areprovided to various clients. Google is an example of a publiccloud. This service can be provided by a vendor free of charge oron the basis of a pay-per-user license policy.

This model is best suited for business requirements wherein it isrequired to manage load spikes, host SaaS applications, utilizeinterim infrastructure for developing and testing applications,and manage applications which are consumed by many users thatwould otherwise require large investment in infrastructure frombusinesses.

This model helps to reduce capital expenditure and bring downoperational IT costs.

The Hybrid Cloud: This deployment model helps businesses to take advantage ofsecured applications and data hosting on a private cloud, whilestill enjoying cost benefits by keeping shared data andapplications on the public cloud. This model is also used forhandling cloud bursting, which refers to a scenario where theexisting private cloud infrastructure is not able to handle loadspikes and requires a fallback option to support the load. Hence,the cloud migrates workloads between public and private hostingwithout any inconvenience to the users.

The Community Cloud: In the community deployment model, the cloud infrastructure isshared by several organizations with the same policy andcompliance considerations. This helps to further reduce costs ascompared to a private cloud, as it is shared by larger group.

Various state-level government departments requiring access tothe same data relating to the local population or informationrelated to infrastructure, such as hospitals, roads, electricalstations, etc., can utilize a community cloud to manageapplications and data.

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HOW CLOUD COMPUTING INFLUENCES DIGITALMARKETING:

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Now that cloud computing technology has already gone past theinfancy stages, many industries have already realized thebenefits it provides, and have already started adopting andintegrating the technology to their businesses. One key sectorthat stands to benefit a lot from the cloud is marketing, as ithas the ability to drastically change the ways in which theyreach and engage their audience, particularly with regard todistributing and storing mission-critical data.

The Future for Consumers is in the Cloud-The most recent technology forecasts released by Forbes, Cisco,Forrester, and Gartner all reveal that there is a widespreadadoption of cloud computing going on in a global scale. Theforecasts were unanimous in their predictions, with over onethird of digital content in the world estimated to be stored inthe cloud by 2016. Last year, the stats peg it at 7%.

As for storage, it is estimated that the average data storageconsumed per average household will grow from 464 gigabytes last2011 to 3.3 terabytes in 2016. Not every household will have

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large enough storage devices to accommodate that much data, somajority of it will be hosted on the cloud. This will result inan increase in spending towards the cloud; with the studiespositing that the global market for cloud computing will see anincrease from $40.7B last 2011, to more than $241 billion in2020.

According to Forrester’s research, majority of users in 2020 willbe abandoning local client-installed programs in favor of web-based applications. The move is not purely motivated by personalpreferences, as the companies themselves are pushing formigration to the cloud due to the cost savings they incur.

The Cloud Has Broadened the Field:

One of the key effects of the cloud that will benefit digitalmarketing is that it has provided marketers with more venues fromwhich to approach potential customers, while at the same time, ithas also allowed more individuals to become potential customers.For instance, a person who is watching TV and texting on thecouch used to be out of reach of digital marketers. Now, thecloud has made it possible for the same person to access his datathrough his phone and his TV without even leaving the couch.There’s no need for complicated user interfaces or servers. Theperson is also more likely to access the Internet simply becauseit is now possible, making him more accessible to digitalmarketers.

DIGITAL MARKETING IN THE CLOUD:

Today, there are extensive services available for companies tomanage their digital communication without ever building up their

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own IT infrastructure. The cloud services are changing the waycompanies can digitalize their communication by using just theweb browser.

Marketing Solutions for IBM SmartCloud for SmarterCommerce

IBM Marketing Center

An all-in-one marketing platform, IBM Marketing Centercombines customer analytics with real-time marketingexecution. This end-to-end marketing platform includesdigital marketing analytics, A/B testing, email marketing,site personalization and more, in one intuitiveapplication.

Coremetrics Digital Marketing Optimization Suite

Marketers are racing faster than ever before to harnessthe unprecedented explosion of technology, transparency,and social interactions that their customers are adopting.IBM Coremetrics Digital Marketing Optimization enablesmarketers to capitalize on this opportunity by bringingscience to the art of marketing. Through the fusion of

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customer profiles, sophisticated web analytics and a broadportfolio of digital marketing applications, IBM empowersmarketers to turn browsers and online visitors into repeatcustomers and loyal advocates by orchestrating acompelling experience throughout each customer’s digitallifecycle.

Coremetrics Enterprise Analytics

IBM Coremetrics Enterprise Analytics is an addition forusers of IBM Coremetrics Web Analytics. It is designed fororganizations that have deployed a large number ofmicrosites, mobile applications, and other digitalproperties across brands, geographies, or for uniqueaudiences or business initiatives. IBM's solution offersglobal reporting capabilities with specialized navigationand advanced roll-up logic for enterprises whose businesssuccess depends on the coordinated management of 10s or1000s of digital properties and social widget

Core metrics Multichannel Analytics

With the most flexible and open data architecture for anycloud-based analytics platform, IBM Core metricsMultichannel Analytics enables users to enrich analyticsand customer profiles with third party data, includingoffline data sources. Marketers can correlate online andoffline customer behavior to further optimize and targetmarketing campaigns using a much broader set of customerinformation.

Core metrics Social Analytics17

IBM Core metrics Social Analytics provides onlinemarketers with a centralized console for analyzing socialmedia channels and campaigns. Its seamless integrationwith the IBM Core metrics Digital Marketing OptimizationSuite allows users to track social channels alongsideother online marketing channels to help understand theperformance (ROI) of campaigns to allocate marketingresources more effectively.

Core metrics Digital Data Exchange

IBM Core metrics Digital Data Exchange provides an easysolution for companies to take advantage of IBM and third-party services providing a single source for thecollection and distribution of real-time behavioraldigital data. IBM's solution radically simplifies themanagement and ongoing maintenance of page tags withminimal IT support.

ABSTRACT OF RESEARCH PAPERS Clouds in Space: Scientific Computing using Windows

Azure:Steven J Johnston, Neil S O’Brien, Hugh G Lewis, Elizabeth EHart, Adam White and Simon J Cox

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ABSTRACT: In this paper they have given report on cloudbased solution that they design and implement for spacesituational awareness. They started introducing the area ofbackground to the area of the work and area of the spacesituational awareness. They examine the strengths that cloudbased solution offer in general and how these specificallyfit to the challenges of the space situational awareness,before describing the architecture they design for the thatproblem.

Trust mechanisms for Cloud Computing:Jingwei Huang  and David M Nicol

ABSTRACT: Trust is a critical factor in cloud computing; inpresent practice it depends largely on perception ofreputation, and self assessment by providers of cloudservices. They begin this paper with a survey of existingmechanisms for establishing trust, and comment on theirlimitations. We then address those limitations by proposingmore rigorous mechanisms based on evidence, attributecertification, and validation, and conclude by suggesting aframework for integrating various trust mechanisms togetherto reveal chains of trust in the cloud.

Increasing virtual machine security in cloud environments:Roland Schwarzkopf, Matthias Schmidt, Christian Strack, Simon Martin and Bernd Freisleben

ABSTRACT: A common approach in Infrastructure-as-a-Service

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Clouds or virtualized Grid computing is to provide virtualmachines to customers to execute their software on remoteresources. Giving full super user permissions to customers easesthe installation and use of user software, but it may lead tosecurity issues. The providers usually delegate the task ofkeeping virtual machine up-to-date to the customers, while thecustomer expects the providers to perform this task. Developing asolution that handles multiple software repositories fromdifferent vendors and identifies correct packages is achallenging task.

TOP 10 COMPANIES USING CLOUD SERVICES GLOBALLY:

1 Amazon2 Rackspace3 Microsoft4 Google5 Red Hat6 Citrix Systems7 Salesforce.com8 Linode9 VM ware10 Verizon

TOP 10 COMPANIES USING CLOUD COMPUTING IN INDIA:

1 Zenith Info Tech2 Reliance Data Centre3 Wolf Frameworks4 Orange Scape5 TCS (Tata Consultancy Services)6 Infosys Technologies7 Cynapse India8 Wipro Technologies

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9 Synage10 Netmagic Solutions

DIGITAL MARKETING

Digital marketing is a broad term that refers to various anddifferent promotional techniques deployed to reach customers viadigital technologies.Digital marketing is embodied by an extensive selection ofservice, product and brand marketing tactics, which mainly usethe Internet as a core promotional medium, in addition to mobileand traditional TV and radio.Digital marketing is also known as Internet marketing, but theiractual processes differ, as digital marketing is considered moretargeted, measurable and interactive.

Techopedia explains Digital MarketingDigital marketing includes a raft of Internet marketingtechniques, such as search engine optimization (SEO), searchengine marketing (SEM) and link building. It also extends to non-Internet channels that provide digital media, such as shortmessaging service (SMS), multimedia messaging service (MMS),callback and on-hold mobile ring tones, e–books, optical disksand games.

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A key digital marketing objective is engaging customers andallowing them to interact with the brand through servicing anddelivery of digital media. This is achieved by designing digitalmedia in such a way that it requires some type of end user actionto view or receive the motive behind that media’s creation. Forexample, to receive a free e-book, a customer might be requiredto register or fill out a form, benefiting the advertiser with avaluable customer or lead.

IMPORTANCE OF DIGITAL MARKETING:

There’s no denying it, the world is rapidly shifting fromanalogue to digital. People are consuming more and more digitalcontent on a daily basis – on mobile phones, laptops, desktopcomputers at work, and more – and companies that have not yetrecognised this in their marketing strategies need to adapt fast.It is not only a rapidly growing force in the current marketingplaying field, it is set to be the future of marketing, and it

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seems likely that digital media will soon replace moretraditional forms altogether. Some of the key forms of it atpresent:

Websites and SEO content Blogs Internet banner ads Online video content Pay-per-click (PPC) advertising Email marketing Social media marketing (Facebook, Twitter, LinkedIn, etc.)

Digital marketing is marketing that makes use of electronic devices such as computers, tablets, smart phones , cell phones, digital billboards, and game consoles to engage withconsumers and other business partners. Internet Marketing isa major component of digital marketing.

Digital marketing is a marketing process which leads to the development of any organization or brand by using a variety of digital channels such as email, social networks etc.

Pull Versus Push In pull digital marketing, the consumer actively seeks the

marketing content, often via web searches or opening an email, text message or web feed. Websites, blogs and streaming media (audio and video) are examples of pull digital marketing.

In push digital marketing the marketer sends a messagewithout the consent of the recipients, such as displayadvertising on websites and news blogs. Email, textmessaging and web feeds can also be classed as push digitalmarketing when the recipient has not given permission toreceive the marketing message

Marketing Mix or 4 P’s  The marketing mix is often crucial when determining a

product or brand's offering, and is often synonymous withthe four Ps: price, product, promotion, and place; 

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In recent times, the concept of four Cs has been introducedas a more customer-driven replacement of four Ps. And thereare two four Cs theories today. One is Lauterborn's four Cs(consumer, cost, communication, convenience), another isShimizu's four Cs (commodity, cost, communication, channel).

"P" category "C"category "C" definition

Product Consumer. The goods and services for theconsumers or citizens.

Price Cost

Reflecting the total cost ofownership. Many factors affectCost, including but not limited tothe customer's cost to change orimplement the new product orservice and the customer's cost fornot selecting a competitor'sproduct or service.

Promotion Communication

Communications can includeadvertising, public relations,personal selling, viraladvertising, and any form ofcommunication between theorganization and the consumer.

distribution(Place)

Convenience With the rise of Internet andhybrid models of purchasing, Placeis becoming less relevant.Convenience takes into account theease of buying the product, findingthe product, finding information

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about the product, and severalother factors.

IMC :

The first definition for integrated marketing communicationcame from the American Association of AdvertisingAgencies (also 4A's) in 1989, defining IMC as "an approachto achieving the objectives of a marketing campaign througha well-coordinated use of different promotional methods thatare intended to reinforce each other." The 4A's definitionof IMC recognizes the strategic roles of variouscommunication disciplines (advertising, public relations,sales promotions, etc.) to provide clarity, consistency, andincreased impact when combined within a comprehensivecommunications plan. Basically, it is the application ofconsistent brand messaging across both traditional and non-traditional marketing channels.

Integrated Marketing Communication (IMC) is a term thatemerged in the late 20th century regarding application ofconsistent brand messaging across myriad marketing channels.

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SOCIAL SITES FOR MARKETING:

According to the statistics 93% of marketers use social media forbusiness.

Social media has reached middle aged. The fastest growing segmentof social media users is now adults aged 45-54%. 55% of this agegroup now has a profile on at least one social network.

Facebook, Twitter and Google+ are the most popular socialnetworks with search engine marketers. The second-most populartier includes YouTube, blogging and LinkedIn. The least popularmajor networks are Flickr, Tumblr and StumbleUpon.

Marketers aren’t like ordinary people. (A pause here while youabsorb the shock of that statement). While 86% of marketingprofessionals have “liked” at least one brand on Facebook, just58% of consumers have done so. And the gap is even more dramatic

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on Twitter, where 61% of marketers but just 12% of consumersfollow at least one brand.

So through this we can say that social media have become must toall the business units whether a huge giant or a small businessthey need to do digital to attract people.

Furthermore–75% of social media users object to major companiesand platforms using their personal information for commercialpurposes.” And just 12% admit to having their purchasesinfluenced by Facebook “Likes” or Google Plus.

As of January 2013, the five largest social networks basedon active monthly users were:

Facebook (1 billion), YouTube (800 million), Google+ (343 million), Followed by Twitter and LinkedIn with 200 million active

monthly users each.

EXAMPLE:

IBM launches Digital Marketing Network in the cloudIBM, joined by more than 100 business partners, recently launchedthe IBM Digital Marketing Network in the cloud to help chiefmarketing officers (CMOs) and their teams more quickly and easily

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integrate new marketing services to measure and improve theireffectiveness in real-time.

IBM Digital Marketing Network provides customized dashboards fore-commerce, mobile and digital marketers, allowing them to viewhow their marketing campaigns are performing across paid, earnedand owned channels.

Part of IBM’s Smarter Commerce initiative, the IBM DigitalMarketing Network can syndicate real-time analytics to anymarketing service such as Google Display Network, DoubleclickSearch and Badgeville, to help marketers create a more consistentand compelling customer experience based on individual buyerbehaviors. Creating a relevant experience is critical; the IBM2013 State of Marketing Survey cites $83 billion in sales is losteach year due to poor, inconsistent customer experiences.

This new network helps marketers improve customer engagement andresponses. Clients can now monitor real-time activity throughoutthe network in customized dashboards for e-commerce and mobile,giving digital marketers the ability to view how their campaignsare performing across paid, earned and owned channels. This isparticularly critical at a time when companies are drivingdouble-digit growth in online ad sales for the past threeconsecutive years, topping $36.6 billion last year according toInteractive Advertising Bureau’s Internet Advertising RevenueReport, 2012.

The IBM Digital Marketing Network is powered by IBM DigitalMarketing Optimization, part of IBM’s Cloud Suite for CMOs. Theintuitive drag-and-drop interface tightly links these servicestogether in as little as two clicks. This approach alsoeliminates the need to custom integrate each service and easesthe burden of managing redundant tags that slow sites down.

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SOCIAL MEDIA FACTS AND STATISTICS

93% of marketers use social media for business. (Word PressHosting SEO)

Social media has reached middle age (d). The fastest growingsegment of social media users is now adults aged 45-54%. 55% ofthis age group now have a profile on at least one social network.

Face book, Twitter and Google+ are the most popular socialnetworks with search engine marketers. The second-most populartier includes YouTube, blogging and LinkedIn. The least popularmajor networks are Flick, Tumblr and Stumble Upon. (B2B Infographics)

Marketers aren’t like ordinary people. (A pause here while youabsorb the shock of that statement). While 86% of marketingprofessionals have “liked” at least one brand on Face book, just58% of consumers have done so. And the gap is even more dramaticon Twitter, where 61% of marketers but just 12% of consumersfollow at least one brand.

Furthermore–75% of social media users “object” to major companiesand platforms using their personal information for commercialpurposes.” And just 12% admit to having their purchasesinfluenced by Face book “Likes” or Google “+1s”.(Relevanza)

How big are these networks? As of January 2013, the five largestsocial networks based on active monthly users were: Face book (1

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billion), YouTube (800 million) and Google+ (343 million)followed by Twitter and LinkedIn with 200 million active monthlyusers each.

Social media users are more social than non-social-media-using-internet-users in real life too: social networkers are 18% morelikely to work out at a gym or health club, 19% more likely toattend a sporting event, and 26% more likely to give theiropinion about politics and current events.

Half of all social media users under age 35 follow their onlinefriends’ product and service recommendations.

Three-fourths of marketers planned to increase strategic effortson social media and social networking sites this year, with 68%also focusing more on SEO and 63% on blogs.

As universal as business use of social media can seem to be, 26%of companies still block access to social media sites in theirworkplaces. 31% have no social media policy in place

54% of consumers say that “smaller communities have greaterinfluence on a topic than larger ones.”

Social media to engage or to advertise? Turns out agencies areslightly more likely than in-house marketers (81% vs. 75%) toadvertise on social networks, while corporate marketers aresignificantly more likely to utilize “free” social media tools(89% vs. 71%).

70% of brand marketers (and 60% of agency professionals) viewsocial media advertising as more valuable for building brandawareness than for driving direct response.

But–contradicting the statistic above–66% of brand advertiserswant to see a measurable sales bump from social mediaadvertising.

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How the Inc. 500 Fastest-Growing CompaniesUse Social MediaOnly one-third of the companies in the Inc. 500 say they canadequately determine ROI for the social media spending.

Yet 35% of marketers say ROI is the most important measure ofinbound marketing success. 24% say marketing’s influence on salesand 16% cite conversion rate as the key metrics.

90% of Inc. 500 companies use at least one major social mediaplatform. And 62% say social media is either “somewhat” or “very”necessary to their growth. But just 44%

of Inc. 500 companies maintain a blog. “This low number is asurprise since blogs drive social media, content marketing andsearch.”

While 31% of businesses overall have no social media policy inplace that is true for only 22% of Inc. 500 firms.

How Small to Midsized Businesses (SMBs) UseSocial Media21% of small businesses plan to increase spending on social mediaadvertising this year. 

92% of small businesses say that social media is an effectivemarketing technology tool. They are evenly split on theeffectiveness of social media for attracting new customers vs.engaging existing customers.

A whopping 95% of small businesses view blogging as an effectivemarketing technology tool–second only to email marketing. 15% sayblogging is most effective at engaging existing customers; 11%

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value it more for attracting new customers; and 69% say bloggingis equally effective for both objectives.

CASE STUDIESCase 1: IBMThe IBM Digital Marketing Network can interconnect real-timeanalytics to any marketing service, such as Google DisplayNetwork, Double-click Search and Badgeville, to help marketerscreate a more consistent and compelling customer experience basedon individual buyer behaviors.

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By leveraging the power of the cloud, the Digital MarketingNetwork hopes to help marketers enhance customer engagement andresponse.

Myron.com, a provider of promotional business gifts, has recentlyswitched to the IBM Digital Marketing Network service.

The IBM Digital Marketing Network is backed by IBM DigitalMarketing Optimization, part of IBM's Cloud Suite for CMOs.

IBM Digital Marketing Network customers like Myron can also havean integrated access to more than 100 solutions from certifiedpartners in digital marketing areas such as Ad Networks (formaking easier to buy targeted ad inventory from numeroussources), Data Management Platforms (for enabling the collectionof audience intelligence towards better ad relevancy),  DemandSide Platforms (for buying digital advertising by managingmultiple ad exchanges), Gamification (for engaging customers withgame style sets of rewards), Privacy Management (for helpingcompanies and consumers manage data privacy preferences), SearchMarketing (for marketing promotion via paid and organic searchchannels), Social Engagement/Loyalty (for managing customerengagement via social media or crowd sourced means), and SocialMedia Marketing (for executing marketing via social mediachannels).

SaaS solutions from IBM by roleIBM's software as a service (SaaS) and business process as aservice (BPaas) solutions are tailored to meet the needs ofbusiness users. We've organized our SaaS and BPaas offerings formarketers, procurement leaders, sales executives and other roles,so you can deliver value to your organization faster.

By IBM Smart Cloud

1. Accelerate business process innovation2. Deliver analytics at the point of impact.

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3. People with collaborative networks

SaaS solutions for marketers

Marketing operations, digital analytics and merchandising in thecloud

IBM offers an array of powerful software as a service (SaaS) andbusiness process as a service (BPaas) solutions for the modernmarketer. Leveraging the IBM SaaS portfolio, your team canquantify customer demand, develop deep digital analytics andinsights, and plan your marketing campaigns using cloud-basedsolutions offered through convenient monthly subscriptions.

Case 2 :

AWS(Amazon Web Services)Amazon Web Services offers a cloud computing solution thatprovides online and digital marketing businesses a flexible,highly scalable, elastic, and low-cost way to deliver theircontent.

The AWS marketplace is full of thousands of partners to provideyou the software and services you want for your digitalmarketing. From big data products like MapR to packaged solutionslike Adobe CQ; the AWS marketplace is the fastest way to gettheir software up and running in AWS.

Email is a core part of many digital marketing campaigns. AmazonSimple Email Service (SES) give you the ability to costeffectively send email communications to large numbers ofcustomers, and prospects. SES also helps by ensuring that youmessage gets delivered by pre-screening your message for contentthat might get your email filtered at the ISP so more of youremails get to your target.

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Case 3 :

CISCO Systems

It’s more apparent now more than ever that cloud computing isindeed the future of the digital world. The digital landscapeitself is moving from “systems of transaction” as Lew Tucker, theVP of Cisco Systems put it at the Cloud Connect 2013 conference,to “systems of engagement.” The old system is a system of record,the new one is a system of interaction.

Case 4:

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Oracle Cloud found Modern Marketing Solution

Further enhancing the industry’s most complete digital marketingsolution, Oracle Marketing Cloud announced new integrationsbetween Oracle Eloqua and Oracle Social Relationship Management(SRM) that will enable modern marketers to manage their digitalinteractions from a single platform, helping to reduce complexityand improve marketing effectiveness

The enhanced social analytics, tracking, publishing and customtargeting capabilities will help modern marketers understand,analyze and engage with target audiences to deliver higherquality leads more efficiently.

Oracle Eloqua’s platform provides marketers with a way to targetand segment the right

Nurture and score leads to improve lead generation, executeglobal marketing campaigns, and track and manage campaignperformance, including revenue growth.

Oracle SRM delivers a complete, unified and integrated socialbusiness solution, providing publishing, workflow, analytics,listening, monitoring and collaboration capabilities all from aneasy-to-navigate interface.

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Case 5 :Yahoo teams up with DropboxDropbox is available within Yahoo! Mail. This integration allowsyou to share and store files more easily, whether they arevacation photos or important documents like tax returns andresearch papers.

You can add stuff from Drop-box to any e-mail message and saveattachments back to Dropbox, too," Drop-box wrote in a blog post."Since this integration is Dropbox-powered, you can even sendthat big album of vacation pictures without worrying about the25MB file limit."

The integration will be available in Yahoo webmail in English,French, Spanish, German, and Italian. Yahoo users not yetregistered for Dropbox will be able to create a Dropbox accountfrom within Yahoo Mail, Yahoo's blog said.

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Case 6 :

Salesforce simplifies cloud app managementwith single sign onSalesforce.com has struck a deal with ForgeRock to provide asingle sign on feature, as the firm looks to simplify itscustomer relationship management platform.Under the deal, Salesforce will launch a new cloud app‘Salesforce Identity’ that lets clients consolidate userauthentication and application access control on a single tool.

The tool will be available for customers with Enterprise andUnlimited Edition licenses for several of the vendor's products,including Sales Cloud, Service Cloud and Salesforce Communities,as well as for customers of the Force.com platform as a service.With Salesforce Identity, the company wants to simplify for ITadministrators the process of provisioning and managing theircompanies' collection of mobile, cloud and on-premisesapplications, which in many enterprises is growing in size anddiversity.Basic Salesforce Identity services are free for Enterprise andUnlimited Edition licensed users of Salesforce Sales, Service andMarketing cloud services.

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The service includes a brand-able log-in page and App Launcherportal from which companies can present managed, single-sign-onapps.

Case 7: Infosys is using cloud based platform digital marketingInfosys, the global consulting, outsourcing & technology leader,and WPP, the world's largest communications services group,unveiled Infosys BrandEdge in partnership with Fabric, a WPPcompany.

This cloud-based offering simplifies digital marketing bybringing together integrated marketing and technology expertiseon a single unified platform. It transforms the full spectrum ofdigital marketing activities including creation and management ofdigital properties, data management, coordination with multiplepartners, and campaign execution.

Infosys BrandEdge™, in partnership with Fabric, a WPP company, isdesigned to provide a single, flexible solution for large-scaleorganizations to simplify this complexity.

Powered by an underlying BLUE framework, the platform comprisesfour modules that enable marketers to efficiently BUILD digital

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assets, effectively LISTEN to and UNDERSTAND target segments andeasily ENGAGE consumers across a wide array of digital channels.

BUILD: Helps marketers create, manage, and reuse digitalproperties efficiently. It brings together internal and externalstakeholders on a single platform to collaborate seamlessly,reducing time-to-market by up to 40 percent and costs by up to 30percent.

LISTEN: Integrates, owned and earned digital asset data, with CRMdata and other third-party data sources to allow organizations toset measurement, privacy and security standards and control thisdata.

UNDERSTAND: Provides advanced intelligence to analyze consumerbehavior across multiple digital channels.

ENGAGE: Helps marketers maintain homogeneity in communicationacross digital channels.

Case 8 :Adobe Marketing Cloud

Adobe Marketing Cloud pulls all your data together — includingemail, point-of-sale, CRM, third-party data, and more. With asingle source of truth, you’ll have powerful new ways to monitorand adapt campaigns, accurately assign attribution, and makeinformed decisions based on powerful, predictive logic.

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With Adobe Marketing Cloud, marketers can:• Combine data across solutions and third-party data sources,such as CRM, POS, email, and survey, to create a single view ofthe customer.• Deliver personalized customer experiences across channels andon any device.• Use predictive analytics to stay a step ahead of customer’swants and needs.• Access all Adobe Marketing Cloud solutions from one centralizedplatform and visualize, socialize, and collaborate across teamswith the interface.• Accurately forecast and continually optimize your paid digitalmarketing mix.• Manage, deploy, track, and monetize social programs.• Store, assemble, and distribute digital assets to deliver high-quality brand, campaign, and content experiences.• Integrate with over 200-plus partners in 20-plus countries,covering the entire digital marketing ecosystem.• Easily add, alter, and deploy marketing tags on your website,resulting in consistent page performance and accurate datacollection.Case 9:6 ways digital marketers can use Facebook’sCustom Audiences   feature Facebook recently released its “Custom Audiences” feature, whichallows digital markets to run advertising campaigns targetedspecifically to certain customers and prospects.With nearly 83 percent of marketers using Facebook, marketers canactually do this:1) Target customers and prospects on Facebook according to how

they interact with your brand outside of Facebook.2) Increase the effectiveness of your “customer nurture”

programs.3) Target friends of customers.4) Increase your ROI from events.5) Retarget.

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6) Drive in-store purchases with mobile ads.

Case 10:MICROSOFT

Microsoft Digital Marketing Solution Benefits

Monetization Benefits

Provides content delivery over multiple media, brands, andlocations

Drives focused marketing and advertising of products and services Increases number of unique visitors, click-throughs, and online

conversion rates Significantly boosts cross-sell and upsell activities for

generating more revenue

IT Benefit

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Speeds time to market Reduces IT staff burden and lowers IT support costs Supports better deployment and configuration process for new

tools and technologies Provides scalable, extendable infrastructure Increases flexibility for expanding content and user experience Offers centralized, integrated tools to effectively manage and

secure the enterprise platform Facilitates building compelling websites that provide rich

customer experiences

CONCLUSION:

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• Companies can have cloud computing in back-end and digital marketing as front end and eservices as inter-mediate.

• Cloud Computing has lower the IT-operators cost by managingall resources by data analysis and process handling.

• By Digital marketing, Organization can increase ROI and alsopromote their brands anywhere anytime at minimal cost. To interlink both cloud computing and digital marketing, eservices plays a good role.

• Thus ,by appropriate cloud deployment model and proper digital marketing for STP(Segmenting, Targeting and Positioning)of the brands ,company should have proper strategy

• Therefore, I we would like to conclude that Cloud Computing has lower the IT-operators cost.

• The percentage who say they will limit their cloud activity to private clouds (18%) or to using sofware as a service (7%) is declining.

• Large companies, with 1,000 or more employees, are somewhatmore conservative about the public cloud than are small and mid-sized companies, with less than 1,000 employees. Most companies (59%), however, regardless of company size, are still working to identify IT operations that are candidates for cloud hosting.

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