connected customer

Join us at Forrester’s Forum For Marketing Leaders

Hello! The IBM Smarter Commerce Market team will be heading to Forrester’s Forum For Marketing Leaders later this week, where the theme will focus on the Connected Customer.  What excites me about this stimulating topic is how it ties nicely into one of the biggest challenges that CMOs face today: The always on, always engaged […]

The Rise of Connected Consumerism: Brian Solis Speaks

A couple of weeks ago, I had the pleasure of hosting a webinar with Altimeter Group’s Brian Solis. So what is connected consumerism and why should we, as marketers, care? The simple answer is that connected consumers—those digital natives whose smart phones or tablets are never out of reach and who feel that it’s not […]

How to Better Manage Marketing to Optimize People, Processes and Resources

We marketers seem to be doing a very good job of making our professional lives more complicated than they should be. Consider that as a global group, we’re responsible for spending more than 1 trillion USD each year. A huge number to be sure. But most of us are still managing our marketing programs with […]

What marketing can learn from logistics

Written by Paul McNulty, Director of Marketing, Enterprise Marketing Man­­agement Group. I’m a big fan of the “We ♥ Logistics” TV ads by UPS. If I’m browsing the web with a television on in the background and that commercial comes on, I’ll often turn my attention to the TV and enjoy the upbeat music, the […]

Match the Right Message to the Right Customer

Decisions, decisions. They can make or break marketing success. Yet as customers and channels grow more complex, so does decision making. As choices multiply, marketing becomes more challenging than ever. The days are past when marketers could rely strictly on good judgment and business acumen. Technology for decision and process automation gives marketers a pronounced […]

CMOs and Social Media: Learning from Cosmetics Companies

“’Trying to guess what the [mass] audience wants and then trying to satisfy that is usually a bad recipe for getting something good.’” So says Aaron Sorkin in an interview in this month’s issue of Vanity Fair magazine. Sorkin, as most everyone knows, is the writer behind The West Wing, The Social Network and the […]

Free eBook: How to Use Analytics to Build Marketing that Works

“The unexamined life is not worth living.” So said Socrates. It turns out that the ancient Greek philosopher’s maxim is still relevant for today’s marketers. There’s no point in collecting data on customer behavior if you can’t understand what it means and how to act on it. Your customers are offering you a wealth of […]

I am the Connected Customer (and So Are You)

In the last week, I’ve read two different articles—the first in The New Yorker and the second in GigaOm—that point out either subtly (in the case of The New Yorker) or overtly (GigaOm) that our use of Big Data is changing business in much the same way that data analysis changed the game of baseball. […]

Free eBook: How to Turn Customer Data into Dollars

Good marketing is like a conversation. You have to listen to your customers. In our connected world, that means listening to the data they generate in their interactions with your brand. Collecting data to build rich customer profiles is an essential step in interactive cross-channel marketing that drives revenue and loyalty. As customers become more […]

What Does Marketing Mean in a Service Economy?

Over the weekend, I found myself poring over Joseph E. Stiglitz’s article, “The Book of Jobs,” which appeared in the January 2012 issue of Vanity Fair. It’s a long, scholarly article that constructs an interesting argument debunking the typical explanations for the Great Depression. In a nutshell, Stiglitz makes the case that the Great Depression […]

Are You Generation C?

The idea of Generation C has gotten quite a lot of play recently. In fact, we here at IBM feel that we’ve found a kindred spirit in Altimeter Group’s Brian Solis, so similar are our trains of thought around the Connected Customer. We believe that there’s a whole new category of customers out there; and […]