Most African organizations are turning to the cloud to help them succeed in the face of the growing demand for flexible workplaces. As we mentioned in our previous column in countries like South Africa, although only around 5% of the South African enterprise market is fully on the cloud, many more are now considering this option.
Hybrid work scenarios, e-commerce modernization, distance learning, and online religious services, formerly unthinkable worldwide, are now commonplace thanks to cloud computing. This is according to a recent whitepaper published by Pawa IT Solutions, a Cloud Solutions provider for Africa.
One other area that is also taking full advantage of the cloud is the digital marketing industry.
According to the Power IT solutions report, integrating emerging technologies, adapting to the shifting work landscape, heightening digital trust, and harnessing the power of the hybrid cloud platforms are just some of the strategies that agencies and advertising firms are utilizing to increase collaboration.
Cloud computing has made it easier for small marketing agencies to get momentum and cooperate, making it easier to compete.
With cloud, digital marketers may employ a wide variety of analytical tools provided by cloud computing in addition to the data of their customers. These tools may help them better understand their customers better and also use them to follow leads, and identify the best marketing channels and approaches for their target demographic. For example, CRM softwares hosted in the cloud may help companies better understand their customers’ wants and requirements.
According to a report by Research and Markets, the global cloud advertising market size is expected to grow at a CAGR of 19.6% during the forecast period, to reach USD 6.7 billion by 2026 from USD 2.7 billion in 2021.
The report notes that marketing has evolved to a great extent in the past decade; new forms of marketing have taken over with continuously upgrading tools. Marketers can target the specific customer they want from the comfort of their homes.
Outdoor marketing is no longer the only medium to reach the targeted audience; nowadays, marketers can market their products and services to the target audience they like. Different forms of marketing can help end users reach the exact kind of customer they want. Different types of marketing, such as social media marketing, email marketing, etc. help end-users analyze the target audience.
Data analytics provide marketers accurate details of their target audience so that advertising can be optimized and lead to efficient results. This increasing demand for targeted marketing and consumer analytics bolsters the growth of the cloud advertising market.
Simon Ngunjiri Muraya is Google Cloud Architect at Incentro Africa.