Living in Your Own Private Cloud: Better for Marketers?
One of the advantages of good old-fashioned software that you install in-house is that you have full and unfettered use of that resource. You want a sandwich at three in the morning? The restaurant may be closed, but your kitchen is always there waiting for you. Can't get a table at the popular restaurant down the block? Your own dining room table is there waiting for you.
Technically referred to as "multitenant" solutions, most cloud-based implementations today lump hundreds of brand and direct marketers onto what's effectively a single system. The resource out there in the cloud is shared. Yes, you've gotten IT out of the picture and found a level of automation you didn't have before, but you may discover during peak times that accessing all of that resource is difficult. While you may be willing to wait 45 minutes for a table at a restaurant, having your email marketing campaign delayed by other clients using the system has a real bottom-line cost. Flash commerce, daily-deal sites and others trying to get messages delivered during specific times of day that have proven optimal for conversion can be severely compromised due to the shared nature of most cloud services.
Enter the private cloud. Private clouds effectively give you the best of both worlds: the convenience of a hosted solution and the dedicated resources of an always-on system that's configured just for you. Imagine owning your own restaurant, staffed by professional chefs and the best waiters, but the only one they serve is you — whenever you want, however much you want.
The private cloud means no latency for large email sends. Many customers discover the need to achieve huge sends during small time windows to maximize revenue; with a private cloud, you have full use of the resource, enabling you to send as many messages as you want, as quickly as you want. The kitchen, so to speak, isn't busy serving other customers; everything is there for you alone.