Few Consumers Trust Social Media Marketing, Internet Ads
“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/
IBM: Four Major Trends Shaping Social Business in 2013 and Beyond
At the IBM Connect 2013 conference in Orlando, Fla., Big Blue delved into the issue of what trends will affect social business in the next year and beyond. To that end, a panel of three participants discussed the trends they believe will lead to further adoption of social business. The panelists were Beverly Macy, CEO of Gravity Summit and Huffington Post columnist; Mark Fidelman, CEO of Evolve and Forbes.com columnist; and Sandy Carter, vice president of social business sales and evangelism at IBM. Carter said the first major trend shaping social business is that it is moving beyond marketing. Marketing became one of the first pieces of a business to go social, and now more segments are adopting social principles, she said. For instance, one company IBM supports is using social business software in its patent process, and another in its regulatory compliance department
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
Bobby J. Calder
Kellogg School of Management, Northwestern University
Martha Mangelsdorf
MIT Sloan Management Review
Edward C. Malthouse
Medill School of Journalism, Northwestern
How Papa John's Could Have Saved $250MM
U.S. Pizza chain, Papa John’s is in trouble— we’re talking serious marinara sauce. Today, trouble is a $250 million class-action lawsuit for sending 500,000 unwanted text messages to their customers through a mass text messaging service. Yikes!
What could Papa John’s have done to…
The IBM Institute for Business Value surveyed more than 1,100 executives and conducted in-depth interviews with 26 companies worldwide. This study shows how leading companies are integrating social into their strategies to:
- Create valued customer experiences
- Drive workforce productivity and effectiveness
- Accelerate innovation
Read all the results and discover how well organizations are facing the opportunities and challenges.
How We Watch What We Watch: The Future Of TV : NPR
The rise of the smartphone, the tablet computer, Netflix and other on-demand services has changed the screen/viewer relationship forever. Also, we shouldn’t forget the importance of that increasingly antiquated invention called the “Internet.”
With each year (and in some cases, each month), the ability to watch things on different platforms at your own convenience moves from the producers’ scheduling to the consumers’ whims and desires.
Smarter Marketing: Who Controls A Brand? (by IBM)
At the IBM CMO CIO Leadership Exchange in New York, a group of CMOs, CIOs, and IBM experts discussed how much control customers have over brands. To learn more about Smarter Marketing, visithttp://www.ibm.com/smartermarketing
A very cool ad. Shows how mobile apps can grab real-time data from a phone’s camera, accelerometer, compass, GPS, WiFi, and Bluetooth, determine where you are (via GPS and/or WiFi), whether you’re on foot or in a car (via the accelerometer), and what you’re photographing. Geo-fencing capabilities transmit advertisements and marketing materials only to phones in selected locations.
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.”
“By 2017 the CMO will Spend More on IT Than the CIO”
Quote from Gartner and the name of a January 2012 Gartner Webinar. See webinar page here (via horizonwatching)
(via horizonwatching)
The State of Social Media [SLIDESHARE] 2H2012 by Esteban Contreras
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
Why Mobile Will Dominate the Future of Media and Advertising - The Atlantic
We’re about to enter a world where there are more tablets and smart phones than PCs. If you’re in the mobile advertising business, your rocket ship takes off in five, four, three …
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.
