Marketing strategies for cloud service growth: Ethical and digital approaches for competitive advantage

Abstract

This paper explores how marketing strategies drive transformation within the cloud services industry, emphasizing the role of digital and ethical marketing in enhancing brand visibility, customer trust, and competitive advantage. It highlights the importance of brand recognition and positioning for major providers such as AWS, Microsoft Azure, and Google Cloud, alongside medium to small providers like Alibaba, IBM Cloud, and others. The paper also examines how strategic collaborations among cloud companies foster industry growth and contribute to market expansion. Addressing a gap in the literature, this analytical review offers insights into cloud services from a marketplace perspective, focusing on business and marketing strategies. Targeted at professionals, researchers, and students, it provides a comprehensive analysis of marketing's role in shaping the competitive landscape of cloud services.