“IBM on Brand” by Jon Iwata (by VSA Partners)

Capturing the character of the IBM brand

In this two-minute tour, the roots of the IBM brand are traced to the company’s management of its character. Narrated by Jon Iwata, IBM Senior Vice President, Marketing and Communications, “IBM on Brand” draws from VSA’s longstanding collaboration with IBM, which now spans nearly 20 years and encompasses our work as brand agency of record.

“_____ on Brand” is a series of short films created by VSA Partners to capture the current thinking behind leadership brands—specifically, their origins and intent, audiences and ingredients, and business or societal impact.

vsapartners.com/design-agency/capturing-the-character-of-the-ibm-brand/

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Cloud services are creating a distinct sense of overlap and a blur of corporate responsibility as CMOs evaluate, acquire, and field extensive new IT capabilities for digital advertising, customer experience management, CRM, and other related functions across a growing set of touchpoints, which now include at a bare minimum traditional media, online media, social media, and mobile devices.  A decade ago, much of the service delivery for these functions would be delegated under the CIO, who would support the marketing department and other groups in their IT endeavors as needed (although largely on IT’s schedule.) (via A new reality between the CMO and CIO | ZDNet)
Cloud services are creating a distinct sense of overlap and a blur of corporate responsibility as CMOs evaluate, acquire, and field extensive new IT capabilities for digital advertising, customer experience management, CRM, and other related functions across a growing set of touchpoints, which now include at a bare minimum traditional media, online media, social media, and mobile devices.  A decade ago, much of the service delivery for these functions would be delegated under the CIO, who would support the marketing department and other groups in their IT endeavors as needed (although largely on IT’s schedule.)

(via A new reality between the CMO and CIO | ZDNet)

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How Can Marketers Have More Influence?

Join us for a FREE live virtual panel discussion to learn about the obstacles facing chief marketing officers, including control over marketing mix and access to customer data, and how to overcome the obstacles to gain greatest marketing influence and control.

Sign up now and get a free PDF download of the research briefing “The Gap Between the Vision for Marketing and the Reality.”

Tuesday, December 18, 2012 
12:30 - 1:30 p.m. EST

PANELISTS

Peter J. Korsten, IBM Institute for Business Value

Peter J. Korsten
IBM Institute for Business Value

Bobby J. Calder, Kellogg School of Management

Bobby J. Calder
Kellogg School of Management, Northwestern University

Martha Mangelsdorf, MIT Sloan Management Review

Martha Mangelsdorf
MIT Sloan Management Review

Edward C. Malthouse, Medill School of Journalism

Edward C. Malthouse
Medill School of Journalism, Northwestern

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“More than 1,700 CMOs interviewed by IBM said that the top three forces changing marketing are, in order of importance, the data explosion, the rise of social media, and new choices of channels and devices.”

Quote by Jon Iwata, IBM SVP Marketing & Communications. Quote found in an article titled “CIOs and CMOs Partner To Become Co-Designers of the Customer Experience” at IBM’s website for Center for CIO Leadership. Jon Iwata (via horizonwatching)

(via horizonwatching)

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I.B.M. Chief on Watson, Cognitive Computing and Her Tenure - NYTimes.com

Virginia M. Rometty, the chief executive and newly appointed chairman of I.B.M., answered a mysterious and pressing question on Tuesday: Where is Watson?

Watson is the room-size computer that defeated its human rivals to become a “Jeopardy!” champion. The answer, Ms. Rometty said at Fortune’s Most Powerful Women summit, is that Watson is in medical school.

The computer is working with many health care organizations to learn medical data so it can diagnose cancer, and that is just the beginning. It has so far ingested 80 percent of the world’s medical data.

“Watch it work, and it’s almost as if he’s talking to a colleague,” Ms. Rometty said. “The beauty of it is it tells you what’s right or wrong,” and explains with confidence why it believes what it says.

Watson’s skills – from “Jeopardy!” to oncology to working with banks and call centers – are part of I.B.M.’s bigger aim. It is called cognitive computing, which she described as machines that can learn.

“In this world of huge and big data, you won’t be able to program machines for everything they should know,” said Ms. Rometty. “These machines will have to learn what is right, what is wrong, what is a pattern.”

It is the third wave of computing, she said. At first, computers could count. Today, they are programmed to follow “if this, then that.” Next they will need to discover and learn on their own, she said, not just as a search engine, but proactively. The next era, for all jobs, not just those in computing, will be to help businesses sift big data, she said.

“It’s going to be a whole era to help you get through this, and everyone’s job, from chief marketing officer to chief of police, their jobs are going to be redefined by that,” she said.

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“The new services are powered by IBM Interactive IBM has introduced new set of integrated services designed to help businesses build and expand their digital marketing presence. The new services will help chief marketing officers (CMOs) and chief information officers (CIOs) in their engagement with selective and digitally empowered customers, the company said. Though the new services the company will help businesses use technology as a tool to build more meaningful, personalised interactions across mobile, social and online touchpoints. With the new integrated services, IBM will assess a business’s current needs against future marketing vision, conduct a gap analysis to evaluate currently supported future capabilities and then determine the new processes, technology, data, skills and governance required for the transformation strategy.”

IBM unveils new services to boost customer engagement - Computer Business Review

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IBM Finds a New Prospect in CMOs | SiliconANGLE

IBM plans to capitalize on the fact that marketing departments spend a bigger cut of their revenue on information technology than IT departments, a very ambitious move that can be credited to chief executive Virginia Rometty.  IBM’s first female CEO entered office in January this year.

While IBM’s revenue is expected to drop by one percent in Q2, marketing departments’ spending will increase by nine. And about a third of this is going into software that helps marketers manage customer relations and predict consumer trends – an industry that was worth no less than $25 billion in 2011.

“Yuchun Lee, an IBM vice president who is one of the strategy’s architects, says the company is making investments in technology that could help clients manage online customer interactions, analyze social media data and craft targeted pitches,” writes the Wall Street Journal.

Over the past few years, IBM has spent $3 billion acquiring companies in this market, such as Coremetrics, DemandTec Inc. and Tealeaf Technology Inc., Mr. Lee said.”

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Shakeups in the C-Suite: Hail to the New Chiefs

A piece of thought leadership from Geoffrey Colon, Vice President of Social@Ogilvy and editor of The Futurist Lab on Tumblr. This piece published in the World Trends & Forecast section of The Futurist Magazine in July/August of 2012 is courtesy of the World Future Society, www.wfs.org 

To read, watch or listen to additional thought leadership follow Colon on Twitter @djgeoffe

futuristlab:

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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.

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.

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Insights Into the Modern CMO We recently had the privilege to conduct an e-mail interview with Christine Moorman of Duke University’s Fuqua School of Business which is one of the top business schools in the United States. Christine is a professor at the university but she is also the head of the CMO Survey. We here at Marketing Pilgrim look forward to the findings of the survey each February and August. Image source

Insights Into the Modern CMO

We recently had the privilege to conduct an e-mail interview with Christine Moorman of Duke University’s Fuqua School of Business which is one of the top business schools in the United States. Christine is a professor at the university but she is also the head of the CMO Survey. We here at Marketing Pilgrim look forward to the findings of the survey each February and August.

Image source

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How industry leaders get prepared

ibmsocialbiz:

image

Today’s leading enterprises apply scientific methods to their social business activities – continuously harvesting the data associated with the process of establishing & maintaining relationships across the customer-set. 

Via Business Analytics Blog

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Analyst Virtual Briefing | IBM Chief Marketing Officer Study

To introduce analysts to IBM’s first-ever CMO Study — “From Stretched to Strengthened” — IBM Global Business Services (GBS) Analyst Relations team held another first: a briefing of the study’s findings via the GBS Virtual Center, a 3D, voice-enabled and web-based collaboration complex, which you are welcome to visit and experience first hand.

The 3D briefing and Q&A session, hosted by GBS Analyst Relations Program Manager Michelle Henry, featured:

Study Executive Leader Peter Korsten

Study Director Carolyn Baird

Smarter Commerce Global Leader Paul Papas

The new venue was met with enthusiasm and excitement for future opportunities. One analyst commented, “Attended first ever IBM virtual analyst meeting to review #ibmcmo study. Great use of social media! Is this the future for analyst events?” 

You’re welcome to view & embed the video - and share your thoughts with us in comments here or via @asabiliaAR on Twitter. 

Executive summary Insights from more than 1,700 CMOs – read the Executive Summary

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Hear from more than 1,700 Chief Marketing Officers Today’s customers can shop around the globe, find out more than ever before about the organizations they’re dealing with, and share their views with hundreds of thousands, if not millions, of fellow customers. The expectations of consumers, citizens and business customers are soaring. And they can make or break brands overnight. After face-to-face interviews with 1,734 CMOs, spanning 19 industries and 64 countries, we know CMOs are feeling stretched, but we also heard great excitement about the future of marketing. These conversations and our in-depth analysis of study findings underscore the need to respond to three new realities: The empowered customer is now in control of the business relationship Delivering customer value is paramount — and an organization’s behavior is as important as the products and services it provides The pressure to be accountable to the business is not just a symptom of hard times, but a permanent shift that requires new approaches, tools and skills.

Hear from more than 1,700 Chief Marketing Officers

Today’s customers can shop around the globe, find out more than ever before about the organizations they’re dealing with, and share their views with hundreds of thousands, if not millions, of fellow customers. The expectations of consumers, citizens and business customers are soaring. And they can make or break brands overnight.

After face-to-face interviews with 1,734 CMOs, spanning 19 industries and 64 countries, we know CMOs are feeling stretched, but we also heard great excitement about the future of marketing. These conversations and our in-depth analysis of study findings underscore the need to respond to three new realities:

  • The empowered customer is now in control of the business relationship
  • Delivering customer value is paramount — and an organization’s behavior is as important as the products and services it provides
  • The pressure to be accountable to the business is not just a symptom of hard times, but a permanent shift that requires new approaches, tools and skills.

Register for the study

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IBM CMO Study  (by IBMIBV)

IBM releases its inaugural 2011 Global Chief Marketing Officer Study with insights from 1,734 CMOs, spanning 19 industries and 64 countries. How prepared are CMOs to manage the data explosion, social media, and the growth of channel and device choices?

To download a copy of the study visit http://www.ibm.com/cmostudy

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