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Smarter Commerce | September 2, 2014

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Monthly Archives: August 2012

Join the #GetRealChat Conversation – Whirlpool’s Jacques Leroy and IBM’s Jay Henderson

August 31, 2012 |

In the $120 billion global home appliance industry, social networks are the main source consumers turn to for brand information.  Whirlpool Corporation is taking advantage of this trend by developing new marketing programs that deliver content and communications relevant to …

Take a lesson from the brick and mortar world…and dialogue with your customers online

August 30, 2012 |

Paul BeckerFollowing is a guest post from Paul Becker, CEO of Pinpoint Systems Corporation. You can learn more about Pinpoint at IBM’s Smarter Commerce Global Summit 2012 Orlando.

In the brick and mortar world, when a potential customer is browsing the store they typically are approached by a sales associate who helps them find what they are looking for and suggests options for other items that may be of interest. Imagine how many sales would be lost if the sales associate waited for a customer to bring items to the counter before they engaged in a dialogue with that customer.

There is an analog in the online world.  Customers browse websites to find what they need or just look at what is available or what is new. Online retailers know they need an “electronic sales associate” to promote cross-sell, up-sell and customer retention, but how do you create that? Marketing messages and offers in online retail are often based on what the customer recently purchased (or what was in an abandoned shopping cart), how much they purchased or when they last purchased.  Many online marketers are leaving valuable customer interactions by the wayside: data about customer browsing behavior.   Read More

The Conditions for Successful Marketing…

August 30, 2012 |

The Olympics and Paralympics Games are a terrific way to see athletes at their very best.  What always interests me are the finals for individual sports, where winning  gold invariably boils down to intangibles: mental toughness, a burning desire to win, an almost super-human pain threshold to go that little bit extra to carry the gold.

It got me thinking about marketing professionals and their organizations.  What separates the winners from the losers?  What were the functional, business and professional conditions for success?  Were there intangibles at play here? Read More

Friday Interview Series: Maria Winans

August 30, 2012 |

Scott Laningham (host of developerWorks podcast) and Todd “Turbo” Watson (blogger and tech evangelist) talk with Maria Winans, Vice President, Worldwide Software Industry Solutions Marketing, during the Smarter Commerce Global Summit 2012 in Madrid.

“We are really looking at …

Fast Four: Catching Up with Craig Hayman

August 29, 2012 |

1. So, what’s bringing you to the Orlando Summit?
The best part of this event is the opportunity to talk directly to our customers about what they’re experiencing in the market. Business has always been about serving the customer. But we’re living in a time when customers are rewriting the rules of commerce. The most innovative brands are paying attention and are finding ways to jump into the conversation. Read More

Want to Scale Social Messaging? Get Your Customers’ Help!

August 29, 2012 |

The social space is getting so crowded that brands have to work DOUBLY hard to achieve any kind of traction in social messaging. How do you develop awareness around your product or service when the stream is so busy you can’t get a word in edgewise? Here’s one often-overlooked resource in amplifying your message online—consumers.  And not just any consumers, your own customers! Read More

Welcome to the Era of the Chief Executive Customer

August 28, 2012 |

by Deepak Advani, IBM Vice President, Business Analytics

Do you remember when you bought your first e-reader?  Was the decision influenced by a digital or TV ad? Or did someone you trust, perhaps a family member or colleague at work, offer you advice and perhaps a quick demo of their device? How fast was the progression from awareness to consideration to purchase to loyalty? Read More

Commerce zone launched on developerWorks

August 28, 2012 |

I am pleased to see the launch of the Commerce zone on developerWorks for B2B & Commerce products and solutions. IBM developerWorks is the industry-leading and award-winning technical resource and professional network for the developer community. Four million developers, IT professionals, and students in 195 countries use developerWorks each month to learn about advances in IT and open standards, develop skills, solve problems, and work collaboratively with experts and peers. Read More

Virtual Platforms Elevate Event Marketers

August 28, 2012 |

Following is a guest post from Eric Vidal, Director of Product Marketing for Event Services at InterCall. The Intercall team will be exhibiting their solutions at IBM’s Smarter Commerce Global Summit 2012 Orlando.

Virtual environments and events are rapidly redefining the role of event marketers and event planners.  Where once their focus was primarily on driving attendees to a location, they are now being asked to think outside their comfort zones and determine how to use virtual platforms and tools to increase the value of those events. Read More

Quick Three: Catching Up with Jay Henderson

August 27, 2012 |

1. Have you ever been to Orlando? What is your favorite memory of it?
Yes, I’ve been to Orlando many times – It seems to be a popular destination for conferences. I’ve also vacationed there with my family several times.  …