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Smarter Commerce | August 21, 2014

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Monthly Archives: June 2012

Friday Interview Series: Sabine Schilg

June 29, 2012 |

Scott Laningham (host of developerWorks podcast) and Todd “Turbo” Watson (blogger and tech evangelist) talk with Sabine Schilg, IBM’s Vice President, Software Group Marketing Europe, during the Smarter Commerce Global Summit 2012 in Madrid.

“If you look at predictive, …

CMOs Take Note: Why Commerce is All about Customer Collaboration

June 28, 2012 |

Perhaps because it’s an election year, I found myself recently spending a quiet weekend afternoon thinking about Team of Rivals, by Pulitzer-prize winning historian, Doris Kearns Goodwin. The book thoughtfully analyzes President Lincoln’s approach to building a cabinet of advisors, assembling a strong team of erstwhile competitors able to present and defend strong opinions that were not necessarily aligned with those of the Commander-in-Chief. Many of you will undoubtedly remember that when President Obama first took office, he talked about his desire to emulate this confident and nimble approach to leadership.

Kearns Goodwin’s book has direct implications for anyone who is in the business of selling anything today. In fact, it should be required reading. The dynamics that President Lincoln tried to create within the defined (and limited) space of his cabinet are playing out every day online, across social networks, and on mobile devices. Only this time, the people challenging your thought process aren’t members of your management team: they’re your customers.

Just as Lincoln’s challenge was to turn political rivals into allies, marshalling their ideas for the benefit of the greater good, the challenge for today’s C-Suite, and most especially for CMOs, is to embrace their customers. There’s a new seat at the management table and it’s reserved for your customers. Read More

The 4 Rs of effective marketing delivery

June 27, 2012 |

Paul McNultyWritten by Paul McNulty, Director of Marketing, Enterprise Marketing Man­­agement Group.

Once upon a time as small children, we were all schooled in the 3 Rs of reading, writing and arithmetic. Now as marketers challenged to effectively deliver messages across a range of mediums, it’s time to think in terms of the 4 Rs of marketing—relevance, recency, richness and response.

The goal is for marketers to connect with customers, the point of intersection being delivery—the effective delivery of the right message to the right customer through the right channel at the right time. It’s a simple premise, but fraught with challenges and pitfalls. Without the right processes and systems in place, your investments in customer data collection and analysis are likely to generate poor returns.

The 4 Rs, a set of characteristics and considerations to optimize delivery, were recently outlined by Charlie Cole, an online marketing and ecommerce veteran who until recently served as VP of Online Marketing at IBM customer Lucky Brand Jeans before joining wholesaler Schiff Nutrition to launch a direct-to-consumer ecommerce site.

Charlie was a special guest at an IBM Enterprise Marketing Management (EMM) webinar called “Right on Target: Delivering Relevant Messages Everywhere,” and shared a number of thought-provoking insights that can be applied across email, display ad, paid search, mobile and other campaigns. Read More

Join Guy Kawasaki, NYT Best-Selling Author Dan Heath, and IBM Execs at Smarter Commerce Global Summit Orlando 2012

June 26, 2012 |

Writing about last month’s Smarter Commerce Global Summit in Madrid, Martin Hingley of ITCandor said, “(IBM’s) Smarter Commerce strategy is about line-of-business rather than vertical market, as witnessed by the conversations surrounding marketing, sales, service and procurement issues at this …

Guy Kawasaki’s key points to turn that spark into fire

June 25, 2012 |

 

During the World Innovation Summit in New York Citythis past Wednesday, Guy Kawasaki was the first to open the event. Considered the father of evangelistic marketing, Guy is a successful entrepreneur with a clear understanding of how the digital …

Friday Interview Series: Mike Rhodin

June 22, 2012 |

Scott Laningham (host of developerWorks podcast) and Todd “Turbo” Watson (blogger and tech evangelist) talk with Mike Rhodin, Senior Vice President, IBM Software Solutions Group, during the Smarter Commerce Global Summit 2012 in Madrid.

“When you think about smarter …

wehkamp.nl uses Smarter Commerce to better resonate with consumers

June 22, 2012 |

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.

wehkamp.nl, the Netherland’s largest online retailer, looked to IBM to help increase relevancy across a wide array of channels including email, social media, display, and onsite merchandising. With the help of IBM’s Coremetrics LIVEmail and Responsys Interact Suite, wehkamp.nl was able to capture behavioral data, such as browsing and shopping history, to build detailed consumer profiles. By utilizing these tools to collect consumer insights and information such as order history, real-time stock levels, frequency preferences, credit quality score and recent website behavior, wehkamp.nl was able to craft personalized messages that resonate with shoppers, in turn, creating customers.

Recently, wehkamp.nl was named the Smarter Commerce Global Summit – Madrid Award winner for Market.  This award recognizes the organization that is using tools that provide powerful analytics and coordinated cross-channel marketing so that marketers are closer to customers and delivering the best offers with a more complete understanding of how customers interact and respond to their brands. With IBM solutions, the company has experienced a 271 percent higher sales-per-send ratio for marketing emails, including a 23 percent higher open rate and a 68 percent higher click-through rate, and a 500 percent increase in the click-through rate for its banner ads. Read More

Succeeding Today Takes an IT and Marketing “Odd Couple”

June 21, 2012 |

Today IBM is unveiling its latest “State of Marketing” study, which surveyed more than 350 marketing professionals across a wide range of industries and geographies. The news continues to place the spotlight on a topic that is critical to any business looking to succeed in the era of the multi-channel, empowered consumer. And in order to do just that, chief marketing officers (CMO) and chief information officers (CIO) need to form a cohesive team that merges the skills of marketing with those of IT.

It may seem counter-intuitive and unnatural but this left-brained — right-brained “odd couple” needs to overcome their psychological and philosophical differences and just get along, for both of their sakes.  It’s in marketing’s interest — close to 50 percent of marketers surveyed stated that improved technology infrastructure or software will enable them to do more.  And it should clearly be an IT dept objective in light of Gartner’s prediction that the CMO will spend more on IT than the CIO by 2017.

Let’s take one example – mobile. Marketers are fueling the mobile revolution that we saw come of age during the 2011 holiday. When it comes to the continued maturation of mobile, the survey found that within the next 12 months, 34 percent of respondents intend to deliver mobile ads, a clear sign that marketers are prepared to go beyond mobile web sites and apps. The adoption of these m-commerce engines will enable the delivery of mobile, personalized advertising that reaches each customer on their device of choice, whether it’s a smart phone or a tablet. Read More

The Dog Ate My Integrated Marketing Solution…What’s Your Excuse?

June 21, 2012 |

by Yuchun Lee, Vice President, IBM Enterprise Marketing Management Group

From digital marketing and mobile commerce, to web sites and social media, marketers are exhausted by data, 2.5 quintillion bytes of which are being generated every day. Within the …

Building the Brand Relationship

June 20, 2012 |

Mention the word “brand” to any retailer, and you’ll get their attention immediately.  Every successful retailer knows that “brand” is something that is very difficult to build and very easy to destroy.  And, they know that it’s an essential component in the foundation of every long-term, successful Retail business.

But, well beyond your logo and slogan, well beyond the look and feel of your ads or commercials, and well beyond your brick-and-mortar or online design is something that’s much more powerful at moulding brand perception and brand loyalty…that’s the “brand experience” you deliver to your customers.

More than anything else, as consumers, it’s the lasting impressions that we have of our experiences with a given retailer that shape our impressions of—and, potentially, our loyalty to—that retailer over time.  And, it’s the degree to which those brand experiences left significant lasting positive impressions that will determine whether we will be a Brand Neutralist, a Brand Loyalist, or a Brand Advocate (who will promote the retailer to other consumers) for that retailer.

It’s why my wife will drive farther to go to a particular home improvement retailer (we’ll call them Retailer “A”) rather than shop at their competitor (we’ll call them Retailer “Z”) whose store is closer to our home.  But, it’s not just the store’s special “je ne sais quoi”.  There’s something else.  Consider, for instance, the fact that when my wife shops on line, she has the option of shopping any home improvement retailer with an eCommerce presence.  Why, then, does she choose to shop Retailer “A” even over the Web? Read More