IBM - Smarter marketing - Overview
With technology now infused into every aspect of commerce, the entire craft of marketing becomes more instrumented, interconnected and intelligent. This leads to profound changes in ways the discipline is understood, led and practiced.
To understand what marketing will look like in the future, it’s useful to consider its fundamental nature. At its core, marketing has always been based on basic principles: understanding customers, meeting their needs and doing so in a way that builds trust. Although marketers face the same questions now, they are answering them in new ways.
In this highly connected world of commerce and communication, you can no longer market broadly to a demographic. A consumer doesn’t want to be a “segment.” She’s an individual. To capture and keep her business, she must be treated as one.
The onus of this evolution has landed on the doorstep of the Chief Marketing Officer. And that means that the mind-set, as well as the skill set, of a CMO has to evolve right along with it. IBM has identified the three mandates for the new CMO.