How Embracing Cloud-Based Technology Is Paying Off for Advertisers

Brands are seeing greater returns on investment

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The hottest thing in the brand ecosystem, the marketing cloud, could stand to find a new name for itself. Advertisers across the spectrum are not only finding clarity in the cloud, they’re basking in the sunny warmth of greater returns on investment, working with the likes of Marketo, Adobe, Oracle and Salesforce. And the forecast appears to only get better—although it’s not known for being a simple solution.

“You cannot boil the ocean,” comments Dana Cutter, director of  marketing communications for Aetna Accountable Care.



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This story first appeared in the March 13, 2017, issue of Adweek magazine. Click here to subscribe.