IBM continues to aim high with its digital marketing software, releasing some new products as part of the
company’s Smarter Commerce initiative.
The new software and services, announced during the Smarter
Commerce Global Summit, is geared towards chief marketing officers (CMO) and
offers them the ability to deliver personalized digital experiences to
individual customers using mobile devices and social media channels. In other
words, IBM wants to help CMOs stay on top of the latest Web trends.
Marketers will be able to use IBM’s software and services to
discover immediate intelligence about consumer shopping trends and act on this
data based on customer preferences through marketing and promotional activities.
Smarter Commerce services let marketers know information about specific
consumer use tendencies, such as which devices they prefer to browse on
compared to those they use to actually make purchases.
This initiative began as an attempt to help marketers
capitalize on the growing trend of mobile device usage, which is expected to
exceed desktop usage by 2014, by helping them capture a customer’s device type
and analyze how differently they respond to marketing campaigns on each one. This
insight can help Web pros develop, market and execute personalized digital campaigns
for every unique customer’s specific mobile and tablet experience.
IBM is also offering a new Mobile Strategy Accelerator that
companies can use to adopt and build a roadmap for establishing stronger
relationships with customers through their mobile devices.
On the social front, IBM announced several features being added to its Smarter Commerce software and services designed to help marketers balance their current customer information with data
gathered from their public social media profiles, including location and
product interests. Such insights should help marketing teams create relevant
promotions and deals which they can post on consumers' Facebook walls or
forward them directly via Twitter.