Today’s Marketers – More Like Imagineers?

In some ways, marketing hasn’t changed at all. It’s still about knowing consumers and connecting your company’s value to that audience in order to create customers. In other ways, marketing has changed completely. A “day in the life” of marketers past might have been like Madmen, driven mainly by artists and creative types. In those […]

How Effective is Your Organization with B2B Collaboration?

In a recent report, Bryan Ball of Aberdeen Research found that leading organizations are significantly more likely to have B2B collaboration initiatives with customers and suppliers. Those leading organizations were found to be doing measurably better against a number of key performance metrics. For example, on average, they had achieved: Customer service rate of 97%, compared […]

“Crowdselling” – Understanding the B2B Customer in Context

Unlike in consumer sales, when you’re a manufacturer selling to another business – especially for high unit value items – you’re not selling to one person.  You’re selling to a “crowd”: a design engineer, a procurement analyst, a line of business exec, and so on. Just how does one understand the “sentiment” of such a […]

Data is driving the customer experience

Recently, I was told an interesting story by a friend about a less-than-optimum experience he had with a well-known service provider. My friend’s experience exemplified some of the key challenges that many organisations face in relation to effectively sharing data across channels. Organisations that are not using data are missing out on the opportunity to […]

Backstage With Omni-Channel Retailing

More and more retailers are evolving from multi-channel (i.e., selling through more than one channel, but where those channels operate independently) to cross-channel (i.e., bridging siloed systems to give the consumer a seamless brand experience and while enabling improved execution across channels). But, those who’ve tasted the benefits of cross-channel have come to recognize a […]

B2B Collaboration: A High Priority for Smarter Commerce

According to a study from the Aberdeen Group, the number of companies starting initiatives for collaboration has doubled in the last two years. Their research indicates that collaborating with customers and partners are both in the top five actions being taken by survey respondents. The driver behind this collaboration, according to IBM, is Smarter Commerce […]

Rethink Marketing: Creating a System of Customer Engagement

Marketers today are facing unprecedented levels of change in the way they do business. Customers have changed the ways they shop, connect with each other, and interact with the companies they do business with. However, dealing with change can be difficult. Many marketers are responding by simply doing more of what they’ve always been doing: […]

Is Anybody Out There?

One of the first things you learn in business school, should you be fortunate enough to be able to pay the tuition, or foolish enough, like me, to take on the debt, is that everyone is a customer.  This sounds simple enough.  So why is this idea sometimes missed? Many companies are learning that if […]

Cyber Monday Is the Biggest Shopping Day of the Year

Cyber Monday results are in and they’re not big. They’re huge. As in the kinds of numbers that make retailers sit up and take notes. For starters, consumers made Cyber Monday the biggest shopping day of the year—spending their way to an all-time high 30 percent over Cyber Monday 2011, according to IBM’s Digital Analytics […]

Join the #GetRealChat Conversation – Whirlpool’s Jacques Leroy and IBM’s Jay Henderson

In the $120 billion global home appliance industry, social networks are the main source consumers turn to for brand information.  Whirlpool Corporation is taking advantage of this trend by developing new marketing programs that deliver content and communications relevant to each consumer.   During the IBM Smarter Commerce Summit 2012 – Orlando, Whirlpool’s Senior eCommerce Manager […] uses Smarter Commerce to better resonate with consumers

As consumers interact with brands across a wide array of channels, it’s important for companies to understand their customers and deliver personalized marketing messages. The goal of marketing isn’t to simply sell a product, but instead create a dialogue with the customer that is perceived as a service, rather than an intrusion., the Netherland’s […]