In 2013, 48 percent of marketers surveyed said they would increase their content marketing spending. The response illustrates the third consecutive year content marketing budgets grew at or near a 50 percent pace. The number one reason stated for the increase was a prior success. As more built environment companies put more emphasis on content marketing, you can also see that more and more of the tools being used are cloud-based marketing programs.

Today about 70 percent of companies are making the switch and using some form of cloud computing. Means-of-Production uses cloud-based marketing platforms, such as Buffer, Squarespace, HitTail, Hatchbuck and MailChimp and we recently upgraded our Adobe Creative Suite software to the Adobe Creative Cloud. Cloud marketing will likely continue to increase, too, as marketing firms and their clients learn the benefits of this technology.

For those who know little about this relatively new technology, cloud computing can seem mysterious, confusing and -- excuse the pun -- a bit nebulous. What is cloud computing? It’s a way to manage all your computer programs, apps and hardware on one shared system hosted independently from your internal network. For example, instead of having your IT professional install or upgrade software across your company’s network, the software exists in the cloud and is continually updated by the parent company for all who use it. Cloud-based programs can also be installed more quickly, saving time and manpower.

Fortune 500 companies have been making the move to the cloud for a few years, and now smaller businesses are joining them. Website development company Squarespace, social media management software HootSuite and others are offering small businesses cloud-based tools at very affordable prices. 

Cloud Computing Makes Marketing Easier - Before you make your next major upgrade, consider these benefits of cloud-based marketing.

1. CLOUD MARKETING SAVES YOU TIME AND MONEY

Using cloud-based marketing software helps keep you up to date and means less time spent installing new programs and working out the kinks. It also means less money spent on IT services, either in-house or contracted. According to a recent survey of small, medium and large companies by Rackspace, 62 percent said cloud computing helped them invest more money back into their businesses. The average increase in profits was 22 percent and cloud computing had the biggest impact on their marketing efforts, said those surveyed. 

2. CLOUD MARKETING REQUIRES LESS CAPITAL EXPENSE

Let’s face it. Marketing software and tools are expensive, and you don’t always know if the ROI promised will ever become a reality. Instead of making a large one-time capital expense for new software, cloud computing relies on an operational expense model. In other words, it’s a subscription service. For many companies, this can be a more affordable option, especially if you decide to no longer use the service.

3. CLOUD MARKETING MAKES IT EASIER TO LAUNCH NEW CAMPAIGNS

Using cloud-based marketing tools when starting a new initiative, marketing campaign or launching a new product line can be an asset. It takes less time to get the tools you need up and running; they are continually updated and in some cases fully integrated.

Take the Adobe Marketing Cloud as an example. This service offers users a complete set of software tools, such as analytics, social media and customer targeting, that are continually updated and synched. This gives your staff the latest information about your marketing projects at all times. Using Adobe Marketing Cloud to market its product, Adobe continually beat its targets for sales accepted leads and direct inquiries. 

A common concern of clients is whether the cloud is secure. It is scary to think of important company data just floating around in the ether. But just as security measures protect company information from outside forces on your network, so does encryption and other technology in the cloud. 

According to a 2010 survey by Mimecast, 57 percent of respondents agreed that cloud computing improved their security. That was over five years ago. It's time to make the move, save money and improve security for your built environment firm.