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 […]
It’s all in the delivery. This chestnut is as true of Lucille Ball’s screwball comedy, as it is of that FedEx package you’re literally waiting for, or of that email offer that just popped into your inbox. The fact is that the delivery matters. Consumers are receptive to intimacy with their favorite brands. They readily […]
Join the Conversation – Yuchun Lee Discusses Marketing Best Practices and Trends During Special Twitter Chat
During the IBM Smarter Commerce Global Summit 2012 – Madrid, Yuchun Lee, vice president and general manager of IBM’s Enterprise Marketing Management Group, will lead the Marketing Innovation Summit, which will bring together marketing experts and industry-leading customers from around the world. TheSummit will engage attendees to explore best practices, enhance marketing skills, and learn […]
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 […]
“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 […]
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 […]
Did you know that 63% of CMOs believe shifting consumer demographics will significantly impact marketing functions? Understanding and delivering value to empowered customers and fostering lasting relationships with these customers are key areas in need of improvement. Get more details in IBM’s CMO study.
The digital revolution is transforming the marketplace. Empowered customers can see—and say—more about the organizations that serve them than ever before. They want better products and services, more choice and more value. And they expect organizations to act in a socially and environmentally responsible manner. Business customers are also buying more carefully, haggling harder over […]
by Yuchun Lee, Vice President and General Manager, IBM Enterprise Marketing Management Group Consumer empowerment is the name of the game today. Since IBM launched its Smarter Commerce initiative, we’ve seen companies transform the way they buy, market, and sell products and services. Why? Because customers now use social networks, mobile devices, Web sites and influencers […]
Thanksgiving has always fascinated me. It’s the one day a year that every American family is eating basically the same meal (with a few variations, of course) and watching football and the Macy’s Thanksgiving Day Parade. The entire country stops and collectively does the same thing. Now we can add one more national activity to […]
A wise colleague of mine once said that “analytics without segmentation is dangerous”. And it’s true. Without segmentation, analysts must make multiple assumptions in order to make use of the data at hand. How many assumptions are you making during your analyses? How accurate are these assumptions? You may never know! Personalization of marketing, site […]
Once upon a time, the number one source of information for evaluating marketing software (and in fact almost any software) was “my peers, colleagues, and people like me.” But in a recent Unica survey of online marketers, we found that “peers and colleagues” finished dead last in sources of information. And that other offline sources did nearly as poorly.