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Author Archives: Craig Hayman
Using Social Insights to Zero in on the ‘Demographic of One’
Since IBM launched its Smarter Commerce initiative two years ago, we’ve seen companies across industries transform the way they buy, market, and sell products and services.
Why? Because they’re learning that the consumer – and we’re all consumers – is …
Putting the Customer First
I spent yesterday at the National Retail Federation’s Annual Convention and Expo in New York City. It’s affectionately known as “retail’s big show,” a description that truly captures the spirit of the event. Anyone who cares about the retail business—the …
Social Business Meets Smarter Commerce
I went to the movies recently to see Skyfall, the latest offering from the Bond franchise. I highly recommend it, by the way; you’ll lose yourself, undoubtedly, in the pyrotechnics and the unrelenting action.
But what really got me …
Posted in Commerce, Smarter Marketing
Tagged commerce, Craig Hayman, IBM Connect, marketing, Smarter Commerce, social business
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Cyber Monday Is More Important than Ever
It’s the Monday after Thanksgiving and most everyone is back in the office. But I wonder how many people, while plowing through their to-do lists and meetings, are actually keeping a weather eye on Cyber Monday sales and deals.
The …
How Analytics Forever Changed Holiday Shopping
There was a time not that long ago, really, when savvy shoppers waited eagerly for the day after Thanksgiving. Black Friday—so named because it was allegedly the day that retailers’ ledgers went into the black— traditionally marked the beginning …
Revolutionizing Business at Smarter Commerce Global Summit
When Guy Kawasaki talks about his Rules for Revolutionaries, one of the first points he makes is that to really be a revolutionary business leader, you’ve got to jump to the next curve. Or better yet, you’ve got to …
Your Business May Depend on Your CMO and CIO Working Together
“The revolution will not be televised.” So the protest movement of the 1960s proclaimed. At the time, the phrase was intended to convey the powerful notion that protesters were making history and changing society, even if the mass media chose …
CMOs: Marketing to the “One,” not the “Billions”
I was channel surfing the other night and caught a glimpse of a Wendy’s commercial. Wendy Thomas herself—she of the red hair and braids—looked straight at the camera and said, “Some places like to talk about the billions served. …
CMOs Take Note: Why Commerce is All about Customer Collaboration
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 …
Posted in Smarter Marketing
Tagged CMOs, customers, generation C, Smarter Commerce, Social Media
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Saying Adios to Madrid: Reflections on the Digital Lifestyle
I spent the better part of last week in Madrid at our Smarter Commerce Global Summit and as usual, I found myself on the flight home thinking about what I’d learned from my colleagues, clients and partners.
Smarter Commerce, when …
Fast Four with Craig Hayman
1. So, what’s bringing you to the Madrid Summit?
Last fall I had the honor of delivering the opening keynote address at our very first Smarter Commerce Global Summit, which was held in San Diego. I guess the feedback …
Posted in Uncategorized
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Update from Madrid: Asking Businesses “What If?”
I’m in Madrid at the Smarter Commerce Global Summit and have just wrapped up my keynote speech. I thought I’d take this opportunity to share some highlights with you.
In composing my thoughts, I came across the work of Sandra …
Why Collaboration and Technology are the New Fundamentals of Commerce
Your customers’ instant access to information from mobile devices, the web, and vast social networks has forever changed their expectations. Customer empowerment, new competitors, and increasing cost structures, along with the growing challenges of emerging business models—Pinterest, Spotify, Gilt Groupe …
Posted in Uncategorized
Tagged Brian Walker, Craig Hayman, Forrester, Przemek Czarnecki, Smarter Commerce, Survey, T-Mobile USA, video broadcast
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CMOs and Social Media: Learning from Cosmetics Companies
“’Trying to guess what the [mass] audience wants and then trying to satisfy that is usually a bad recipe for getting something good.’”
So says Aaron Sorkin in an interview in this month’s issue of Vanity Fair magazine. Sorkin, as …
At the Risk of Stating the Obvious: Growth Markets Need Ecosystems
Every now and then, the stars align and things work out so well it all seems so obvious, in retrospect. We’ve all been watching and participating in some popular trends over the past few years. You probably use a computer …
I am the Connected Customer (and So Are You)
In the last week, I’ve read two different articles—the first in The New Yorker and the second in GigaOm—that point out either subtly (in the case of The New Yorker) or overtly (GigaOm) that our use …
Join Me in Madrid: Smarter Commerce and the Empowered Customer
Geographic boundaries have no meaning in an online world. Today’s customers—wherever they may be—expect a radically different approach to commerce. I mean come on, haven’t we all at some point changed our opinions about a brand based on a Facebook …
Posted in Commerce, Smarter Marketing
Tagged cross-channel, customer loyalty, empowered customer, mobile-commerce, multi-channel, social
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What Does Marketing Mean in a Service Economy?
Over the weekend, I found myself poring over Joseph E. Stiglitz’s article, “The Book of Jobs,” which appeared in the January 2012 issue of Vanity Fair. It’s a long, scholarly article that constructs an interesting argument debunking …
From Google to Facebook: How CMOs Are Thinking About Social
There’s something of a mini media firestorm brewing. Apparently a former Google engineer, James Whittaker, has written a blog post about why he left Google. There’s nothing mean-spirited or gossipy about his post and certainly no tales told out of …
How Mobile is Changing the Retail Business
This week I am in India presenting at IDC’s Smarter Commerce event and meeting some customers. I also had a chance to catch up on some reading. I’ve just finished Altimeter Group’s report, “Make an App for That: Mobile …