IBM Accents Digital Marketing at Amplify 2015

 
 
By Darryl K. Taft  |  Posted 2015-05-18
 
 
 
 
 
 
 
 
 
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    IBM Accents Digital Marketing at Amplify 2015
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    IBM Accents Digital Marketing at Amplify 2015

    By Darryl K. Taft
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    New Tools for Customer Engagement
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    New Tools for Customer Engagement

    At Amplify 2015, IBM targeted marketers with new tools to enhance customer engagement.
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    Test-Driving IBM Tech in Innovation Studio
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    Test-Driving IBM Tech in Innovation Studio

    At the Amplify 2015 Innovation Studio, IBM invited attendees to try out the company's new technology in a relaxing atmosphere that included refreshing beverages.
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    Alsop's Banayan Delivers IBM Amplify Keynote
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    Alsop's Banayan Delivers IBM Amplify Keynote

    Alex Banayan, author and venture associate at Alsop Louis Partners, hosted the opening keynote at IBM Amplify 2015.
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    IBM Commerce's Advani Talks Customer Engagement
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    IBM Commerce's Advani Talks Customer Engagement

    Deepak Advani, general manager of IBM Commerce, kicked off the conference, noting the importance of digital marketing. "Marketers must embrace technologies that offer them the opportunity to build two-way engagements with each customer and deliver a meaningful and relevant experience," Advani said. "IBM is providing innovations such as Journey Analytics to allow marketers to gain insights into customers at depths they could never have imagined just a few years ago. Teams can then turn these insights into campaigns to deliver powerful experiences that engage customers in-context and ultimately build advocacy."
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    Time to Move to Customer-to-Business Relationships
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    Time to Move to Customer-to-Business Relationships

    Advani said it is time to move from business-to-business (B2B) to customer-to-business (C2B) relationships. "You have to get your customers to love what you're offering," he said.
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    Data Galore for Marketers
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    Data Galore for Marketers

    Advani said marketers must cull through all kinds of data—interaction data, attitudinal data, descriptive data and behavioral data—to gain the proper mix of insights to reach customers.
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    The Key to Personalization
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    The Key to Personalization

    A key to personalized marketing is the ability to pivot between aggregate trends and individual behavior.
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    Journey Tools Make Debut
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    Journey Tools Make Debut

    At IBM Amplify 2015, IBM introduced its Journey Analytics and Journey Designer tools.
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    Journey Designer Enables Collaboration
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    Journey Designer Enables Collaboration

    IBM Journey Designer is a virtual whiteboard where practitioners on multiple teams within an organization can collaborate and make more informed decisions by working with a single view of a customer's journey.
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    Kuo Unveils IBM Commerce Insights
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    Kuo Unveils IBM Commerce Insights

    Elaine Kuo, a user experience designer at IBM, came onstage to introduce IBM Commerce Insights, a new marketing capability from IBM Commerce.
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    Insights Open Opportunities for More Sales
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    Insights Open Opportunities for More Sales

    IBM Commerce Insights is a new capability that provides business executives with insight into the performance, operation and growth of their digital commerce business. With this insight, brands will be informed of opportunities to drive more sales and ways to improve key business metrics such as conversion rate, average order value and various customer issues, such as problems at checkout.
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    What IBM, Facebook Collaboration Offers
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    What IBM, Facebook Collaboration Offers

    Blake Chandlee, vice president of global partnerships at Facebook, took the stage to talk about the IBM and Facebook collaboration to provide brands with tailored marketing capabilities that reach the right people at the right time with the right message.
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    Facebook's Mission
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    Facebook's Mission

    Facebook's Chandlee said the IBM-Facebook collaboration is right in line with Facebook's mission "to make the world more open and connected."
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    What IBM Commerce Offers Customers
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    What IBM Commerce Offers Customers

    Advani said IBM Commerce not only helps customers with marketing but with all sorts of other commerce-related issues, including customer analytics, B2B integration and more.
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    IBM Helps Humana Transform Email System
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    IBM Helps Humana Transform Email System

    Neil Pierce, head of eCommunications at Humana, said Humana is using IBM's Silverpop technology to transform its email system. "Email has been and continues to be the No. 1 messaging channel on the Internet," he said. "The mere reach of email far outperforms SMS and mobile."
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    IBM Is Also Aiding Citi
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    IBM Is Also Aiding Citi

    Andres Wolberg-Stok, global head of emerging platforms and services for Citi Commercial Banking, spoke of how Citi is working with IBM and using IBM Commerce technology.
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    Citi Delivers Apple Watch Banking App
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    Citi Delivers Apple Watch Banking App

    Wolberg-Stok said Citi tapped into the expertise that came out of the IBM-Apple mobile partnership to deliver the first banking app for the Apple Watch.
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    Jonah Berger Speaks on the Value of Word of Mouth
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    Jonah Berger Speaks on the Value of Word of Mouth

    Jonah Berger, author and professor at the Wharton School of Business, spoke at Amplify 2015. Berger said only7 percent of word of mouth is online. However, word of mouth generates more than twice the sales as advertising, he said, citing a McKinsey & Co. study.
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    A Deeper Look at the News From Amplify
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    A Deeper Look at the News From Amplify

    IBM used the Amplify 2015 press conference to drill down into the news of the event, including a discussion of IBM Customer Experience Analytics, which is a single platform that unifies IBM's Journey Analytics, Digital Analytics and customer behavior analytics capabilities.
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    Press Conference Panel
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    Press Conference Panel

    From left to right, Deepak Advani, general manager of IBM Commerce, moderated a panel that included Ashu Garg, general partner of Foundation Capital; Blake Chandlee, vice president of global partnerships at Facebook; Jo Kenrik, director of marketing at Homebase; Jonah Berger, associate professor of marketing at the Wharton School of Business; and David Walmsley, director of M&S.com for Marks and Spencer.
 

IBM announced several new design and analytics capabilities as part of IBM Marketing Cloud to enable brands to address the rising complexity marketers face engaging with customers as individuals. Announced at the IBM Amplify 2015 conference in San Diego recently, these new capabilities from IBM enable marketers to collaborate on, design and deliver customer experiences with a focus on personalization. With the new capabilities, brands of all sizes can take advantage of IBM analytic insights generated from every single interaction regardless of where the brand engages with the customer—from the first moment a customer interacts with a brand in a store to researching comparable items and pricing online to sharing feedback on their experience with the brand on a social channel, IBM said. "Marketers are the gatekeepers to the customer and have the opportunity to understand each individual and guide them on the path through a mix of campaigns designed to nurture brand loyalists," said Deepak Advani, general manager of IBM Commerce. This slide show looks at the some of the highlights from the Amplify conference.

 
 
 
 
 
Darryl K. Taft covers the development tools and developer-related issues beat from his office in Baltimore. He has more than 10 years of experience in the business and is always looking for the next scoop. Taft is a member of the Association for Computing Machinery (ACM) and was named 'one of the most active middleware reporters in the world' by The Middleware Co. He also has his own card in the 'Who's Who in Enterprise Java' deck.
 
 
 
 
 
 

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