Some marketers are hesitant to use cloud-based marketing software, due to a perception of less security and the cost and time needed to move on-premises software and customer records. But marketers experimenting with cloud-based software are realizing efficiency benefits such as lower software costs, anywhere access and automatic updates. "Marketing toolsets -- especially those that are interacting with digital channels anyway -- make great sense to be cloud-based," said Mark Yolton, Cisco's vice president of digital.

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