havas Content printed form Havas - The Download - https://download.havas.com/posts/the-race-to-the-cloud/
Ideas

The Race to the Cloud

The Race to the Cloud

Cynthia Machata

Cynthia Machata

October 28, 2019

Havas Media NA’s Head of Planning Cynthia Machata shares that while cloud migration is everywhere, some brands still have concerns.

"Cloud migration is time-intensive, expensive, and complex—get it right and you’re a hero; get it wrong and you might be fired."

Although many of today’s CEOs and top business leaders talk about migrating to the cloud, are they actually doing it? It’s a question that our latest study, Cloud Race, set out to address. 

Investing in meaningful media builds more meaningful brands, translating to greater return on investment (ROI). The cloud race permeates nearly everything experienced in today’s world, ranging from how we use and store personal data to how we operate and access tools in the office.

To tap into the consumer decision journey, Havas Media adopted a qualitative and quantitative approach, leveraging a proprietary solution fueled by IBM Watson. Canvassing 800 B2B decision-makers across eight countries and spanning four continents, the survey sought to understand the current challenges facing these marketers as they look to adopt cloud solutions. It addressed the market’s growing complexity as a result of new entrants such as Amazon and Google, as well as the surge of buyers interested in digital transformation for their respective companies. 

These are the key findings of our global study: 

EVERYONE MIGHT BE TALKING ABOUT IT, BUT NOT EVERYONE IS MOVING TO THE CLOUD.

Globally, 59% of IT decision-makers have made the move to the cloud. The remaining 41%, however, are still thinking it through and indicate that it could be up to another two years before they do so. 

SECURITY CONCERNS KEEP DECISION MAKERS UP AT NIGHT.

More than half of this demographic (56%) cites security as concern number one in moving to the cloud, with topics like privacy, compliance, and government regulation as secondary concerns. In countries like Brazil and India, where cloud deployment and privacy regulations are still maturing, security issues are heightened. In Brazil alone, 75% of decision-makers are focused on how they will solve security issues, almost double what we found in France, where only 40% have the same concerns. 

IT COMES DOWN TO TRUST.

IT decision-makers want to know that they can trust their cloud providers. Cloud migration is time-intensive, expensive, and complex—get it right and you’re a hero; get it wrong and you might be fired. It’s no wonder this group favors a process of review and evaluation, examining the current provider alongside other players in the cloud marketplace. 

LEGACY IS NOT A GUARANTEE.

Among recent buyers who made the move, as many as 40% had switched to a new provider as a result of the review process. They began their cloud evaluation with high hopes of what a migration could do for their company; but, as they went through the process, they realized that their current provider might not be as efficient as they thought and might not be delivering on their needs as promised. Ultimately, they chose those partners that they felt would be there for them during the process of moving their business needs to the cloud. Globally, most countries said relative newcomers like Google and Amazon Web Services (AWS) were the partners they find trustworthy. Most countries cited Google as the most trustworthy brand, with 86% of decision-makers in India giving it top marks, followed by 70% in Brazil, and 68% in the US.

"Investing in meaningful media builds more meaningful brands, translating to greater ROI."

EXPECT CLOUD ADVANCES TO FREE UP TIME TO DO OTHER THINGS.

One of the main reasons to consider a large infrastructural disruption is the promise that life will be easier and that more tasks will be automated, which will free up time to concentrate on business building. Some countries, like Mexico and India, noted that their current systems were becoming too time-consuming to scale and grow the company. 

CUSTOMERS EXPECT TECHNOLOGY COMPANIES TO BEHAVE MORE LIKE HUMANS.

The rise in the expectation that companies will give back to their community and to the environment has made its way to the tech industry. It’s not enough that your technology partner is innovative, secure, and trustworthy. Customers also want to know that the company they do business with shares the same values and cares about how it does business. 

THE JOURNEY TO THE CLOUD IS A LONG ONE.

It doesn’t stop once you’ve decided on the right partner for your journey, and many decision-makers find that their employees are unfamiliar with cloud service products during the onboarding phase. The Pan Pacific region noted the highest talent gaps, with more than 50% of respondents in Japan and Australia saying it is one of the biggest barriers they face. 

PARTNERSHIP GOES ALL THE WAY.

With all the hurdles decision-makers can encounter, is it worth it to migrate to the cloud? While frustrations certainly arose, many decision-makers ultimately expressed hope for how the cloud could transform their businesses. Those with the most positive viewpoints had selected partners that worked with them to “iron out the bugs,” which left the buyer saying “I’m happy nothing went wrong” along the way.

Today’s B2B tech giants have their heads in the clouds. Cloud products and platforms have become big business, estimated to grow 18% to $214 billion in revenue this year alone, according to Gartner, a global research and IT advisory company. Everyone wants in on it, with brands like Amazon, Alibaba, and Google challenging industry stalwarts like Oracle, IBM, and Microsoft Azure. Nearly 70% of businesses use the cloud in some capacity, rendering the above insights more prevalent than ever in the media and marketing community.

"Cloud migration is time-intensive, expensive, and complex—get it right and you’re a hero; get it wrong and you might be fired."

Although many of today’s CEOs and top business leaders talk about migrating to the cloud, are they actually doing it? It’s a question that our latest study, Cloud Race, set out to address. 

Investing in meaningful media builds more meaningful brands, translating to greater return on investment (ROI). The cloud race permeates nearly everything experienced in today’s world, ranging from how we use and store personal data to how we operate and access tools in the office.

To tap into the consumer decision journey, Havas Media adopted a qualitative and quantitative approach, leveraging a proprietary solution fueled by IBM Watson. Canvassing 800 B2B decision-makers across eight countries and spanning four continents, the survey sought to understand the current challenges facing these marketers as they look to adopt cloud solutions. It addressed the market’s growing complexity as a result of new entrants such as Amazon and Google, as well as the surge of buyers interested in digital transformation for their respective companies. 

These are the key findings of our global study: 

EVERYONE MIGHT BE TALKING ABOUT IT, BUT NOT EVERYONE IS MOVING TO THE CLOUD.

Globally, 59% of IT decision-makers have made the move to the cloud. The remaining 41%, however, are still thinking it through and indicate that it could be up to another two years before they do so. 

SECURITY CONCERNS KEEP DECISION MAKERS UP AT NIGHT.

More than half of this demographic (56%) cites security as concern number one in moving to the cloud, with topics like privacy, compliance, and government regulation as secondary concerns. In countries like Brazil and India, where cloud deployment and privacy regulations are still maturing, security issues are heightened. In Brazil alone, 75% of decision-makers are focused on how they will solve security issues, almost double what we found in France, where only 40% have the same concerns. 

IT COMES DOWN TO TRUST.

IT decision-makers want to know that they can trust their cloud providers. Cloud migration is time-intensive, expensive, and complex—get it right and you’re a hero; get it wrong and you might be fired. It’s no wonder this group favors a process of review and evaluation, examining the current provider alongside other players in the cloud marketplace. 

LEGACY IS NOT A GUARANTEE.

Among recent buyers who made the move, as many as 40% had switched to a new provider as a result of the review process. They began their cloud evaluation with high hopes of what a migration could do for their company; but, as they went through the process, they realized that their current provider might not be as efficient as they thought and might not be delivering on their needs as promised. Ultimately, they chose those partners that they felt would be there for them during the process of moving their business needs to the cloud. Globally, most countries said relative newcomers like Google and Amazon Web Services (AWS) were the partners they find trustworthy. Most countries cited Google as the most trustworthy brand, with 86% of decision-makers in India giving it top marks, followed by 70% in Brazil, and 68% in the US.

"Investing in meaningful media builds more meaningful brands, translating to greater ROI."

EXPECT CLOUD ADVANCES TO FREE UP TIME TO DO OTHER THINGS.

One of the main reasons to consider a large infrastructural disruption is the promise that life will be easier and that more tasks will be automated, which will free up time to concentrate on business building. Some countries, like Mexico and India, noted that their current systems were becoming too time-consuming to scale and grow the company. 

CUSTOMERS EXPECT TECHNOLOGY COMPANIES TO BEHAVE MORE LIKE HUMANS.

The rise in the expectation that companies will give back to their community and to the environment has made its way to the tech industry. It’s not enough that your technology partner is innovative, secure, and trustworthy. Customers also want to know that the company they do business with shares the same values and cares about how it does business. 

THE JOURNEY TO THE CLOUD IS A LONG ONE.

It doesn’t stop once you’ve decided on the right partner for your journey, and many decision-makers find that their employees are unfamiliar with cloud service products during the onboarding phase. The Pan Pacific region noted the highest talent gaps, with more than 50% of respondents in Japan and Australia saying it is one of the biggest barriers they face. 

PARTNERSHIP GOES ALL THE WAY.

With all the hurdles decision-makers can encounter, is it worth it to migrate to the cloud? While frustrations certainly arose, many decision-makers ultimately expressed hope for how the cloud could transform their businesses. Those with the most positive viewpoints had selected partners that worked with them to “iron out the bugs,” which left the buyer saying “I’m happy nothing went wrong” along the way.

Today’s B2B tech giants have their heads in the clouds. Cloud products and platforms have become big business, estimated to grow 18% to $214 billion in revenue this year alone, according to Gartner, a global research and IT advisory company. Everyone wants in on it, with brands like Amazon, Alibaba, and Google challenging industry stalwarts like Oracle, IBM, and Microsoft Azure. Nearly 70% of businesses use the cloud in some capacity, rendering the above insights more prevalent than ever in the media and marketing community.

Cynthia is a 25+ year veteran of the media business and is a strong communications planning strategist with deep digital expertise.

contact our office

Call:

Stop by:

Connect:

Cookie Settings