Vol. 5 No. 2 (2021)
Articles

A Conceptual Distributed Framework to Support the Role of Cloud Computing in Marketing Management

Published 2021-07-31

Abstract

Effective marketing management leads to profitable results for an organisation. Proper marketing helps in revenue generation, obtaining competitive advantage and establishment of a larger customer base. In this regard, the paper investigates the role of cloud computing in supporting marketing management. In the era of digital revolution and industry 4.0, utilisation of advanced technology for various organisation operations have become highly popular. 67% of organisations invest in cloud computing services such as Microsoft Azure and Amazon Web Services. The use of cloud computing in data storage, data distribution and data analysis have also aided digital marketing through promoting creative content generation, easy access to information, inbound marketing, management of multiple tasks and so on. The data has been gathered and analysed by following a qualitative approach, followed by a comprehensive thematic analysis. It has been concluded, with the generation of a conceptual framework, that in recent times, especially with the growth of e-commerce and digital media usage among customers, cloud computing plays a significant role in ensuring that the large-scale data is being processed and utilised in a beneficial manner. Organisations are able to control and maintain various marketing operations as cloud computing has enabled these organisations to identify general market trends as well as personalised demands. In essence, with the help of cloud computing the organizations are able to enhance customer engagement across various digital platforms and create multiple communication channels for maintaining a high-quality customer experience.