Instrumented Interconnecteds Intelligent
October, 24th 2012
5:00
 

Surjit Chana, Chief Marketing Officer, IBM Europe

By Surjit Chana
 
When did the discipline of marketing begin?

A scholarly approach to marketing has been pre-eminent throughout the 20th century, with the University of Pennsylvania offering a course in ‘The Marketing of Products’ as far back as 1905.

Farther back in time, France saw the birth of press advertising – an innovation that shaped more than a century’s marketing practice. In 1836, the French newspaper, La Presse was the first to feature paid advertising on its pages; lowering prices, extending readership and increasing profitability

So it is perhaps appropriate that we return to Franceto reignite an exchange of views on the next phase in 21st century marketing, which IBM began in New York this June.

Following on from our first CIO-CMO Leadership Exchange, Maison de la Mutualité, in Paris’s Latin Quarter will host more than a hundred CMOs and CIOs from Europe’s leading companies to advance the discussion on “what next?” for marketing. 

Part of that discussion will be shaped by the profile of the attendees. Chief Marketing Officers and Chief Information Officers. In an era in which the Internet, social media and smart phones increasingly dominate the marketing landscape, the relationship between CMO’s and CIO’s has never been more important.

This dynamic is increasingly prevalent in Europe, where we see a growing number of companies taking a data-driven, analytics-based approach to marketing.

For example, in the UK, mobile operator Three UK is using analytics to deliver deeper insight into its 8.2 million UK customer base, to create a more personalized and customer centric service.  And leading online nursery and baby equipment supplier, Kiddicare has realized a 20 percent growth in its UK online sales by using analytics to better understand customer behavior.

In Germany, retail hypermarket chain REAL part of Metro Group, has launched a new electronic coupon system throughout its 320 stores nationwide. This first-of-a-kind digital coupon system enables shoppers to use mobile phones to select and redeem e-coupons as they shop in stores – even if they have left their paper coupons at home.

On the CMO+CIO Paris Exchange agenda will be an open exchange of views on this new dynamic that is set to radically change the way that companies market their products and services. Like never before, we have the opportunity to ensure relevant and positive customer experience across all brand touch points, by applying advanced analytics to understand customer behavior and turn insight into action.

Based on the confluence of big data, analytics and social media, C-suite executives are now seeking to re-visit the ways in which their companies engage with customers – moving from marketing and selling to ‘customer sets,’ to engaging with audiences of one. 

With a data-driven approach, companies can now understand their clients’ needs better than ever, and can potentially change their marketing approach in real-time to meet shifts in customer sentiment and demand. And, in turn, establish new levels of engagement and loyalty and turn marketing into a welcomed service.   

The shared agenda ahead is exciting. Together with some of the foremost business leaders, marketers and technologists in Europe, we are well positioned to advance the discussion. And while we would not claim to be writing the history of marketing, we’d hope to be key contributors to the next chapter or two.

Bookmark and Share

Previous post

Next post

26 Comments
 
August 19, 2014
12:09 am

To save money, get several estimates from movers and get a referral from the American Moving & Storage Association. Moving
quotes should be based on a thorough understanding of your needs, and the types
of belongings you have. It helps lessen the amount of boxes being made which reduces energy use and it reduces the
amount of boxes going into landfills.


Posted by: best moving companies in houston tx
 
August 18, 2014
3:59 pm

This site is known as a stroll-by means of for all of the info you wanted about this and didn


Posted by: Restore My Vision Review
 
August 10, 2014
10:43 pm

These are perfect for sitting out on the porch and watching the waves
crash towards the beach. Pink and blue are traditional colours representing baby boys and girls.
Pictures of palm trees, orchids, a beach, Hawaiian architecture, hula girl, or actual framed photographs taken in Hawaii,
etc.


Posted by: beach themed bedrooms
 
July 11, 2014
11:22 pm

Please come discuss with one of our Montreal search engine marketing expert for all your web site referencement needs.
In any case, the Sanyo VPC-GH4 Camcorder is a great buy for anyone who would
like to start taking a higher quality video.
Web search engine optimization is considered a standard today.


Posted by: formation creation entreprise
 
July 11, 2014
12:02 pm

Thanks for sharing superb informations


Posted by: mi40x download
 
May 19, 2014
12:35 pm

Thanks


Posted by: Money Making Walkthroughs Review
 
May 3, 2014
4:28 am

The main focus in this game is with the protagonists’ combat and
stealth abilities to eliminate targets and explore the environment.

This is not the same game you have played and this is not
the same world you have become immersed in. Gone are the great majority of the unexciting fetch quests and various other meticulous frontier ventures
in place of an immeasurably vast sea brimming with
ships to plunder, forts to siege, and underwater caverns to explore in search of grand treasure.


Posted by: south park merchandise
 
April 27, 2014
8:19 pm

hello there and thank you to your information ? I have certainly picked up something new from right here. I did on the other hand experience some technical points using this web site, as I skilled to reload the web site a lot of times previous to I could get it to load correctly. I have been considering if your web host is OK? Now not that I am complaining, but sluggish loading instances occasions will very frequently have an effect on your placement in google and could damage your high-quality rating if ads and marketing with Adwords. Anyway I am including this RSS to my e-mail and can look out for much more of your respective interesting content. Ensure that you replace this once more soon..


Posted by: manual traffic exchanges,manual traffic exchange script,free manual traffic exchange,best manual traffic exchanges,top manual traffic exchanges,manual traffic exchange for sale,
 
April 17, 2014
6:58 pm

If you are unhappy in any area of your life, do something about
it, no matter how difficult. It is rapidly quick and
outrageously agile, but, however not as robust as
the Hannibal or Wild Bull. Safe and secure: One of the prime benefits of
this service is that you get to travel with experienced drivers.


Posted by: Natasha
 
March 29, 2014
5:15 am

This site is known as a stroll-by means of for all of the info you wanted about this and didn


Posted by: Telecharger Pokemon X et Y rom
 
August 31, 2013
9:33 am

Very interesting post. I am PhD in Organizational Sciences and Management but i did not know that Science of Marketing is more than 100 year old.


Posted by: oprema za bebe
 
August 5, 2013
9:33 pm

you are truly a just right webmaster. The website loading pace is incredible. It seems that you’re doing any distinctive trick. Also, The contents are masterwork. you’ve performed a fantastic job on this subject!


Posted by: automobile camera system
 
August 4, 2013
4:21 pm

Thank you a lot for providing individuals with an extraordinarily spectacular possiblity to read from this blog. It is always very sweet and as well , stuffed with a good time for me and my office peers to visit the blog minimum 3 times in a week to study the fresh items you will have. And indeed, I am always astounded with the splendid hints you serve. Selected 2 tips in this post are undeniably the most impressive we’ve ever had.


Posted by: Smart TV
 
August 1, 2013
7:30 pm

Usually I do not read post on blogs, but I would like to say that this write-up very compelled me to try and do so! Your writing taste has been surprised me. Thank you, very great post.


Posted by: Home Improvement
 
August 1, 2013
7:43 am

Thank you for every one of your labor on this site. My mother enjoys working on internet research and it’s easy to see why. Many of us notice all relating to the compelling manner you make good information through this web site and even cause participation from some others about this content while our own child is certainly discovering a whole lot. Take pleasure in the remaining portion of the year. You’re the one carrying out a very good job.


Posted by: nutrition quit smoking
 
July 31, 2013
11:34 am

Wow, amazing blog layout! How lengthy have you been blogging for? you made blogging glance easy. The overall glance of your site is excellent, as well as the content material!


Posted by: car accessories
 
July 29, 2013
1:50 am

Oh my goodness! an amazing article dude. Thank you However I am experiencing problem with ur rss . Don�t know why Unable to subscribe to it. Is there anyone getting identical rss problem? Anyone who knows kindly respond. Thnkx


Posted by: Dominick Magadan
 
July 28, 2013
3:23 am

This web site is known as a stroll-through for the entire data you wished about this and didn�t know who to ask. Glimpse right here, and also you�ll positively uncover it.


Posted by: Leonore Reiners
 
July 27, 2013
5:53 pm

I intended to put you one little bit of note in order to give thanks again relating to the unique methods you have shown on this page. This has been strangely generous of you to make easily what exactly a few individuals would’ve offered for sale as an e book to earn some bucks for themselves, primarily considering the fact that you could possibly have tried it in case you wanted. Those pointers also acted like the great way to know that other individuals have the same passion just like my personal own to understand lots more with respect to this issue. I am certain there are some more enjoyable opportunities up front for folks who find out your site.


Posted by: Business Development
 
July 27, 2013
3:42 am

Good day! I simply want to give an enormous thumbs up for the good information you’ve right here on this post. I shall be coming again to your weblog for extra soon.


Posted by: Victor Dummermuth
 
July 23, 2013
11:16 am

Oh my goodness! an amazing article dude. Thank you However I am experiencing issue with ur rss . Don�t know why Unable to subscribe to it. Is there anyone getting equivalent rss problem? Anyone who knows kindly respond. Thnkx


Posted by: Gwenda Pagel
 
July 22, 2013
10:23 am

I used to be very pleased to find this web-site.I wanted to thanks on your time for this wonderful learn!! I definitely having fun with each little little bit of it and I’ve you bookmarked to take a look at new stuff you weblog post.


Posted by: Freeman Skagerberg
 
January 3, 2013
2:12 am

Very nice blog post. I definitely love this website.

Keep it up!


Posted by: url shortener
 
December 14, 2012
1:43 pm

Nice replies in return of this matter with real
arguments and telling all concerning that.


Posted by: Network Systems and Security Assessments
 
November 12, 2012
7:15 pm

Excellent perspective and I agree, outstanding graphic. Will be using this material tomorrow in my marketing class at NJIT.
And Surjit, great to see you driving such an immportant message.


Posted by: Jack Wagner
 
November 5, 2012
11:51 am

Nice info graphic – particularly the example to showcase volume and velocity of data in marketing today!


Posted by: Deepak Sharma
 
1 Trackback
 
September 11, 2013
9:08 pm

[...] the wealthiest and perhaps most influential business unit. In fact, Gartner says that by 2017, the CMO will have greater control of the IT budget than the CIO. Big Data – and by proxy the CMO – will [...]


Posted by: Using Social Insights to Zero in on the 'Demographic of One'Smarter Commerce
 
Post a Comment