Unified Online Marketing from IBM
September 22, 2012
Interesting. IBM is giving a big boost to its marketing offerings, according to ComputerWorld’s “IBM Launches Online Marketing Service.” IBM announced its Smarter Commerce service at its recent Smarter Commerce Global Summit in Orlando. The software combines some existing online marketing programs and incorporates tech from recently acquired companies, like Coremetrics and Unica. The article tells us:
“IBM has designed the service, an IBM Smarter Commerce offering, for organizations to outsource their online marketing efforts, eliminating the need to purchase and stitch together new marketing software and hire an IT team to manage it. The service provides the ability to select target customers for a product campaign, to design an email solicitation or Web page, as well as analyze the results of how many people responded to these marketing efforts.”
These goals have been pursuable for a while, but only by grafting together unrelated systems— one to manage an email marketing promotion and another to analyze the results, for example. IBM believes the unified approach will provide its clients a clear advantage. Organizations will be charged based on the number of their advertising campaigns and how many users they reach.
Also at that commerce conference, IBM announced a new line of business process outsourcing (BPO)services called the Smarter Commerce Managed Services for multi-channel marketing efforts. It looks like IBM’s focus on marketing is only going to grow from here.
Cynthia Murrell, September 22, 2012