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Why a Revolution in Multi-Cloud Technology Will Shake-up CX and Marketing

Experiences are at the heart of the human condition, and in the business world, not only contribute to how consumers perceive a brand, but significantly help to create customer loyalty and drive sustained financial growth.

But, great experiences do not often happen by accident, nor are they achieved by good intentions alone. They must be created and nurtured deliberately, with more and more businesses turning their attention to the benefits of multi-cloud technology to help provide a seamless omnichannel customer experience (CX).

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Cloud has now become the centerpiece of new digital experiences, with Gartner predicting global cloud revenue to total $474 billion in 2022, up from $408 billion last year.

As a result, brands are now increasingly investing in cloud data systems as a means to bridge the gap between customer data, media data, commerce, and other marketing efforts, such as loyalty programs. All this, as well as data generated by multiple channels – from mobile, to conversation with a CRM agent or AI.

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With customer expectations soaring to great new heights, a multi-cloud strategy provides a huge opportunity for brands looking to transform their CX and brand marketing during a time where many are now calling the ‘expectation economy’.

The power of choice

Historically, brands would often be left with one Cloud provider to work with due to legacy and connectivity issues between multiple suppliers. However, using a single vendor can put parts of a business in a vulnerable position if a provider decides to raise its rates. Using just one can also mean choice is limited to a single provider’s catalogue and can therefore mean missing out on the key strengths and unique specialties that other vendors have to offer.

However, in recent years, the demand for cloud-based solutions has sky-rocketed, forcing vendors to create more out of the box connectors between all the major Cloud providers.

Today, a multi-cloud approach has become much easier, and the days of a single-cloud era are now over.

According to IDC, 90% of businesses surveyed said they intend to pursue the cloud more aggressively, relying on a mix of private clouds, multiple public clouds, and legacy platforms in order to build business continuity in the wake of the pandemic, by adding greater resilience and financial liquidity into their operations.

As cloud models reach maturity and widespread adoption, it’s becoming increasingly clear that there is no one size fits all model for today’s businesses. With a multi-Cloud approach, brands can avoid vendor lock-in and reduce risk by providing the ability to choose where and how to deploy data.

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With this comes the opportunity to mix and match different providers based on their specific strengths and capabilities and build a tailored architecture that suits a business’ particular needs. This is especially beneficial for organizations needing to share data with partners in their supply chain, which may all be working across diverse applications and data standards.

Transforming CX and Marketing

For today’s consumers, it’s imperative that brands meet them on their preferred touch-point and channel, with the right information, at the right time. But, with that expectation, comes the reliance on newer, more innovative technologies. A multi-Cloud architecture allows for greater flexibility and the ability to deploy applications anywhere, at any time, without having to worry about compatibility issues.

A multi-Cloud approach also allows for greater speed and agility versus a single Cloud strategy that requires moving everything into one place, which can take both time and a lot of skilled resources. It further allows businesses to control messaging quicker across media delivery, CRM, and creative deployment.

Elevating CX is only possible if businesses meet and exceed continuously shifting customer demands and the ability to test freely, at pace, and support new capabilities is a crucial benefit of an open, multi-Cloud infrastructure.

Additionally, with a variety of touch-points now available, the customer journey is no longer linear and cannot always be directed to one single path. It is therefore critical for brands to have open, connected technologies across their entire tech-stack.

With the correct infrastructure in place to piece together this data across multiple touch-points and channels, businesses can then build a full picture of every customer interaction from start to finish. By using a multi-cloud strategy to connect systems of insight like marketing, AI, to online interactions and social profiles, brands can deliver relevance and in turn, elevate the customer experience.

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Future facing 

When it comes to cloud and data storage, businesses often forget to recognize that technology is in fact the enabler. Far too often, organizations invest huge amounts in technology but barely use any of its capability. Without a clear plan of how to activate, utilize, predict outcomes, visualize and maximize data without a clear business case – brands are ultimately setting themselves up to fail.

As brands seek more flexibility, agility and choice, multi-cloud architecture allows businesses to build a rich multi-vendor ecosystem and tailor infrastructure around a model that supports a business today, and ensures optimal innovation in the future, as well as an experience that will keep customers coming back for more.

[To share your insights with us, please write to sghosh@martechseries.com]

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