Gartner Research

The Top Four Impacts of Cloud Computing on Integrated Marketing Applications

Published: 07 November 2013

ID: G00258144

Analyst(s): Kimberly Collins

Summary

Cloud-based marketing applications are having a significant impact on how IT departments work with and support marketing organizations for IMM. CIOs must understand four key impacts of cloud computing, most notably SaaS, on IMM as they work with CMOs and marketing leaders.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • SaaS solutions enable marketing organizations to avoid the IT organization's influence when sourcing IMM applications
  • The use of different deployment models for IMM applications means IT organizations will have to adapt to hybrid deployment models
  • Subscription-based pricing models for cloud deployments of IMM applications will force IT organizations to keep a closer eye on the TCO
  • Cloud-based offerings are providing resource-constrained midmarket organizations with greater accessibility to IMM applications

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