• May 22, 2012

IBM Smarter Commerce Helps CMOs Engage on Mobile and Social Media Channels

IBM today announced new software and services to help chief marketing officers deliver personalized digital experiences to individual customers on mobile devices and social media channels. These offerings are part of IBM's ever-expanding Smarter Commerce initiative.

Building on the digital explosion, IBM is accelerating its Smarter Commerce initiative with new software and services that help marketers gain immediate intelligence on consumer shopping trends and quickly act on that information based on customer preference through marketing and promotion activities. For example, while one consumer might browse for merchandise from a mobile device, that same consumer might make more purchases from a tablet. Gaining the ability to act on this information will allow marketers to be more competitive while improving the customer experience.

For companies looking to capitalize on the business potential of mobile devices, IBM Global Business Services is introducing a new Mobile Strategy Accelerator to help companies adopt and build a roadmap to build stronger customer relationships through mobile devices. Companies can also leverage IBM WebSphere Commerce tools to launch a mobile storefront that can be customized. Once the storefront is live, these businesses can deliver customers a personalized site experience across smartphones and tablets.

"We are living in the mobile and social age where consumers are turning to friends for product advice and their smartphone and tablet to make purchases," said Craig Hayman, general manager of IBM Industry Solutions, in a statement. "As this momentum continues, CMOs must trade in more traditional tactics in favor of smarter approaches that extend their personalization capabilities beyond the PC. It is this ability to deliver relevant deals across multiple channels that will transform these marketing efforts from an unwanted intrusion into a valued service."

According to IBM's CEO study announced today, 57 percent of CEOs are looking to use social media platforms to connect with individuals within the next three to five years.

Through new features announced today, product marketers can balance current customer information with data from their public social media profiles, such as their locations and product interests. With this added insight, the team can create highly relevant promotions and deals and then post these on the recipient's Facebook wall or forward directly through Twitter.

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