Cloud computing is certainly here to stay. Especially when you now consider many of the developments in web advertising like real time bidding on web properties like Yahoo, News International et al.

With broadband connections becoming superfast with the BT C21 project developments and demand for mobile computing – the importance and widespread use of cloud computing will become even more commonplace. Companies such as Telegraph Media Group have already moved their IT onto the cloud.

But as the paperless office never happened, there is still a place for having a local infrastructure (i.e. non cloud) as back up.

Its amazing how many companies claim to do strategic business communications, strategic communications consultants consultancy and even have the bare cheek to say they do this online.  They will even claim to have the benefits of lead generation when most of the backgrounds in media is largely print based and at best display media based.

The rules have changed so much in the last 5 years let alone 10 years – consider the growth of SEO + PPC = Search, then consider ad exchange advertising which is revolutionising the way display advertising is being done.  Then we are entering an age where you will be able to overlay data purchased from popular trusted sites to behavioural target the people you want to make advertising laser efficient.

Or what about retargeting people on your website that came via search?

Some consultants simply have no clue yet are able to plough much funding and capital with little sense or regard for those that are in the know.

Sure these consultants may know contacts for TV and print buying buts thats getting easier as its less exclusive and if you know a business with cash to do it, you’ll get the media sellers attention before long as its a stagnating form of media. Strategic communications consultants better know the tactical before they can walk strategy.