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By Carolyn Baird

The Millennial generation, which prioritizes transparency, relevancy and engagement from consumer brands, has had a profound impact on consumer marketing practices. But will this fast-growing group, which is rapidly ascending to leadership positions within their organizations do the same for business-to-business (B2B) marketing?

In a just-released report by the IBM Institute for Business Value (IBV) on the power of Millennials, the study reveals that Millennials’ high expectations as consumers are indeed impacting their expectations for their B2B client experiences. Continue Reading »

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Paul Rand at Yale University, where he taught.

Paul Rand at Yale University, where he taught.

By Randy Golden

When I joined IBM’s corporate design department in 1992, I drew a dream assignment: to be the liaison with Paul Rand, the renowned graphic designer and IBM consultant. But before I started with him, I faced a high hurdle: he had to sign off on me getting the job.

So I was understandably nervous when I showed up at his home studio for our initial meeting–partly because he had asked to review my own design portfolio. Fortunately, he liked what I showed him. He even gave me a couple of pointers. Then he said: “Let’s go to lunch.” Continue Reading »

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SP Online Shopping Lilly2By Jay Henderson

We all knew it was coming eventually and IBM predicted it would happen this year as it indeed did – more Thanksgiving shoppers turned to their mobile devices than their desktops to browse through all of the Thanksgiving deals.

Specifically, from IBM Digital Analytics Benchmark  we saw 52.1 percent of traffic on Thanksgiving coming from mobile devices, a 22 percent jump from last year. Even more incredibly, if you go back to 2010 only 6.5 percent of traffic came from mobile. That is an eight-fold increase in traffic over only four years.

With regard to sales, mobile devices accounted for 32.3 percent, which percentage-wise was an even greater year-over-year increase at 25.4 percent than the observed increase in mobile traffic. Continue Reading »

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Early General Motors auto designers.

Early General Motors auto designers.

By Paul Papas

Picture an architect laboring over a blueprint, or an auto designer working out the basics of next year’s model. Once upon a time, this mental image probably included a drafting table and a clay model, but not much else.

With some variation, those were creative tools that designers, architects and artists relied on to render their inspirations, refine them into concepts, and finalize them into market-ready products.

Fast forward to the era of high-performance computing and how this has radically transformed the creative process in pharmaceuticals, automotive, and government R&D – where the trials, mistakes and amazing breakthroughs were rendered, tested and proven in silicon, before they were realized in factories. Continue Reading »

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Stephanie Trunzo, Chief Creative Officer, PointSource

Stephanie Trunzo, Chief Creative Officer, PointSource

By Stephanie Trunzo

Mobile is predicted to account for more than 20% of online sales this upcoming holiday season and more than 80% of consumers are expected to perform mobile pre-shopping activities like browsing, finding locations, and adding items to their wish-lists.

The news follows the growing trend of mobile shopping. For example, more than half of all smartphone users use their devices to search for product and store information – and not only for the stores they’re in at the moment. The most common smartphone searches include comparing prices and looking for product information on different retailers’ websites.   Continue Reading »

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April 11th, 2014
9:00
 

Jesse Dylan, founder and director, wondros

Jesse Dylan, Founder and Director, Wondros

By Jesse Dylan

In my work, I have had the opportunity to tell the stories of some of the most amazing, complex and innovative people and organizations helping to change the world.  By being allowed a window into their work, I can make clear why it matters.

These people and organizations inspire–from the MIT Media Lab to George Soros and the Open Society Foundations to TEDx to the Yes We Can video that captured the hopefulness of the Obama-for-president phenomenon of 2008.

When Steve Simpson, the chief creative officer of Ogilvy & Mather North America, invited me to work together on a project with IBM to show how technology serves to make lives better, it was an opportunity to learn how one of the most innovative companies in the world thinks about an ever-changing world. The project is Made With IBM.

Continue Reading »

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Paul Papas, Global Leader, Smarter Commerce, IBM Global Business Services

Paul Papas, Global Leader, Smarter Commerce, IBM Global Business Services

By Paul Papas

The swipe of a finger is all that it takes – to lose a customer to a competitor – forever.

In today’s digitally-driven economy, the reality is that consumers hold unprecedented levels of power to make or a break a business. Social technologies have amplified the voice of the customer to broadcast every positive or negative experience to everyone, everywhere.

As such, it is critical for businesses today to focus on engaging customers with exceptional experiences each and every time they interact. And businesses must do this seamlessly and consistently across all digital and physical touch points.

While many know that customer experience has become a powerful differentiator for organizations, the majority of businesses are only at the brink of shifting their strategies in order to keep up. The majority of CEOs (63 percent) polled in IBM’s recent C-suite Study said that their organizations still do not have an integrated physical and mobile strategy for customer engagement. Continue Reading »

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Shashi Bellamkonda, Adjunct Professor Georgetown University

Shashi Bellamkonda, Adjunct Professor Georgetown University

By Shashi Bellamkonda

The mobile revolution isn’t only having a profound influence on the lives of consumers, it’s also changing the way business owners—especially small business owners—are marketing their business.

Research has found that 42 percent of small business owners say it would be a huge challenge to operate their businesses without mobile services. An additional one-in-three business owners say their businesses could not survive without some type of mobile service.

So how can small businesses stay ahead of the mobile curve?

Think about how you, as a consumer, go through your day with your smartphone or tablet. You may scan comments, compare prices, and shop on the go. As you work, sit in the doctor’s office, ride the train, and even stand in line at the grocery store, it’s never been more important for the businesses you frequent to have your information up-to-date and accurate across all online channels. Gleaning analytic insight on all this mobile Web activity and seeing what kind of content, feedback and posts are driving the most engagement will be key. Continue Reading »

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Ethan McCarty, Director of Enterprise Social Strategy and Programs, IBM

Ethan McCarty, Director of Enterprise Social Strategy and Programs, IBM

By Ethan McCarty

A brand’s true currency is its reputation, which derives from all the experiences people have with it. Maintaining that reputation requires a delicate balance, especially when we’re all connected through social media.

The key to success for today’s brands is to embrace authenticity. This means exploring ways to engage individuals instead of demographics. It’s proving relevance and value through utility instead of making over-simplified claims. And it means allowing employees and advocates to have a share in the corporate voice. Ours is a world that increasingly favors transparency over a neatly packaged message.

Throughout its history, IBM has maintained that its brand is best experienced through the IBMer. After all, what could we possibly say about ourselves that could be more interesting than our researchers finding new ways to treat cancer or developing computer chips that have neurons and synapses? Continue Reading »

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Menka Uttamchandani, vice president of business intelligence, Denihan Hospitality Group

Menka Uttamchandani, vice president of business intelligence, Denihan Hospitality Group

By Menka Uttamchandani

In any given city, travelers are faced with dozens of hotel options, making the market not only competitive, but crowded. How does a hotel understand what potential customers are looking for and then provide it?

At Denihan Hospitality Group, a key to our success is our ability to strategically manage business information to make smarter decisions, allowing us to better understand guests on both an individual and company or agent level. This has enabled us to market and book the right room at the right time at the right rate, increasing revenue and profitability. Continue Reading »

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