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RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS of Ukraine (KHARKIV, UKRAINE)

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Liburkina L. M.

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How to Integrate Internet Marketing into a Cloud Storage System: Developing a Microservice for Customer Acquisition
Vilkhivska O. V., Brynza N. O., Bulakh M. I.

Vilkhivska, Olga V., Brynza, Natalia O., and Bulakh, Mykyta I. (2026) “How to Integrate Internet Marketing into a Cloud Storage System: Developing a Microservice for Customer Acquisition.” Business Inform 2:442–455.
https://doi.org/10.32983/2222-4459-2026-2-442-455

Section: Management and Marketing

Article is written in English
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UDC 004.738.5:004.75:339.138

Abstract:
The article addresses the pressing issue of enhancing the efficiency of promoting cloud data storage services amid intense competition in the SaaS and IaaS markets. The article analyzes current trends in cloud technology development and the critical role of internet marketing as a key tool for customer acquisition and retention in IT companies. Based on a theoretical review, market dynamics analysis, and business process modeling, the study substantiates the need to integrate digital marketing tools directly into the information system of a cloud storage provider. The “Best-of-Breed” strategy is proposed and substantiated. This approach involves targeted integration of best-in-class specialized services, such as SendPulse for email campaign automation, Google Ads for contextual advertising, and Ahrefs for SEO monitoring, rather than expensive, risky all-in-one platforms like HubSpot or Salesforce Marketing Cloud. The architecture was designed, and a microservice called “Integration Module” (acting as an API Gateway) was implemented. This ensures unified, asynchronous, and secure data exchange between the company’s core information system and external marketing platforms. The microservice is built in Python using the modern asynchronous FastAPI framework, Pydantic for input data validation, SQLAlchemy with PostgreSQL for storing on-boarding events and logs, and pytest for comprehensive unit and integration testing. Emphasis is placed on automating on-boarding and customer retention: trigger-based email sequences are launched automatically upon account status changes (e.g., the start of a trial period, transition to a paid plan, approaching the end of promotional offers), significantly improving conversion rates and customer lifetime value (LTV). The full software development lifecycle is presented: requirements analysis, business process modeling using BPMN 2.0 notation, architecture design with UML component diagrams, implementation of key endpoints, testing (including negative scenarios and validation checks), containerization with Docker, and successful production deployment. The results demonstrate that this solution optimizes marketing costs, accelerates response to user behavior, enables personalized communication, and makes the information system more flexible and scalable. The developed microservice serves as a universal tool adaptable to IT companies of any size, offering subscription-based digital services. This also provides a solid foundation for future functional expansion (integration with chatbots, behavioral analytics, referral systems, etc.). The work holds both theoretical significance and high practical value for advancing digital marketing within cloud infrastructure.

Keywords: cloud storage, information system, internet marketing, digital marketing, SaaS, IaaS, microservice, API Gateway, FastAPI, Python, on-boarding automation, email marketing, customer retention, Best-of-Breed, Docker, BPMN 2.0, UML.

Fig.: 9. Tabl.: 1. Bibl.: 24.

Vilkhivska Olga V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Informatics and Computer Engineering, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Brynza Natalia O. – Candidate of Sciences (Engineering), Associate Professor, Associate Professor, Department of Informatics and Computer Engineering, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Bulakh Mykyta I. – Master, Department of Informatics and Computer Engineering, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

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