By Josh Rochlin
As consumers around the globe increasingly turn to mobile devices to buy products, connect with their favorite brands, and discover new ones, they are fundamentally altering the role of the CMO. Today it is crucial for CMOs to arm their organizations with tools to capture mobile consumers’ attention, influence their intent, and engage them with relevant content.
The key to mobile commerce success is delivering relevant, actionable content at the right time to improve mobile sales, drive in-store traffic, and engage customers.
With today’s announcement of IBM’s acquisition of Xtify, a leading provider of cloud-based mobile messaging tools, IBM is expanding its mobile capabilities to include mobile campaign creation, content targeting, dynamic real-time segmentation, and analytics for all mobile devices and browsers. Continue Reading »
By David Rogers
Ever since the rise of online shopping sites like Amazon.com, brick-and-mortar-retail stores haved struggled with the threat of “showrooming” consumers – those who visit a store to see a product in person, but then opt to purchase it later online.
With the rapid adoption of smartphones, this phenomenon has grown even stronger. Today retailers operate in a world in which in-store shoppers have every competing offer in the palm of her hands.
Though retailers are not powerless, to survive, it is critical that they understand the true impact of mobile devices on shopper behavior. Doing so will enable them to shape a retail experience that gives consumers a compelling reason to buy directly from the brick-and-mortar store. Continue Reading »
By Martin Fleming
In a recent New York Times article, reporter James Glanz asks: “Is Big Data an Economic Dud?” Mr. Glanz seems to answer his own question skeptically. The “data era,” he suggests, will not match the earlier revolutions in manufacturing, domestic life and transportation.
In addition, the Wall Street Journal posted a blog discussing that Big Data is at, or near the peak of the Gartner “hype cycle” and “big data technologies are now soon to be due for a fall into the ‘trough of disillusionment.’” Continue Reading »
By Billy Yuan
As smart phones become an indispensable part of our daily lives, companies in every industry are trying to develop ways to make this “second screen” enhance their marketing efforts, extend their reach, and most importantly, better serve their customers.
The purpose of the second screen is to augment the primary experience, whether that’s watching the game, grocery shopping, or buying a cup of coffee, and help connect the user to the brand.
A growing number of leading brands understand this and have embraced the second screen into their marketing strategies. ESPN has done a stellar job of serving its customers through multiple channels with their “Sportscenter” and “Watch ESPN” apps. No matter where the ESPN viewer is, he or she can follow the game by either streaming it or following the scores. If the user is watching the game on TV, the smart phone becomes a social tool and an encyclopedia all in one – tweet about a game-winning basket and look up that player’s stats in a matter of swipes and taps. Continue Reading »
By Michael Haydock
It’s early August, but back-to-school shopping is already in full swing. In fact, in some cases, it has been for a while. Retailers like Walmart began advertising before summer vacation even began in hopes of capturing consumer dollars in the face of economic uncertainty.
According to IBM’s new Big Data-based forecast, such moves led to strong growth in July. For example, children’s, juniors and other clothing segments were projected to be up over 12 percent, year over year, in July. Spending on this category is expected to dip down to just 1.4 percent in August before returning to a 12.3 percent growth rate in September. (That’s because students typically like to wait and see what their friends are wearing before completing their back-to-school wardrobes.) Continue Reading »
By Sangjun Hyun
Home shopping has evolved greatly since the Home Shopping Network (HSN) pioneered the concept in the 1980′s. And these networks’ nimble response to the rise of online and mobile shopping has allowed them to continue to grow and thrive even as the entire retail industry experiences seismic shifts. Today, nearly half of HSN’s sales are reportedly made online. And mobile is rising quickly. HSN recently said its mobile commerce sales grew 78% in Q1 2013 and mobile sales now represent 10 percent of its total company sales.
Home shopping networks are therefore not only rising to the challenge of online and mobile commerce, but accelerating the phenomena.
In Korea, where I sit, this is especially true. Home shopping is extremely popular in Korea and is helping drive Korea to become one of the most advanced online retail markets in the world. The USDA Foreign Agricultural Service predicts online shopping will likely be the dominant retail channel in Korea within the next five years. A company seeking to take full advantage of this boom is NS Shopping, one of Korea’s leading home shopping networks, who is teaming with IBM to provide its customers a better shopping experience.
By Patrick G. Childress
One of my favorite parts of summer, much to my wife’s chagrin, is watching golf on Sunday afternoons. Sometimes it’s on in the background while I’m tending the grill, and other times I’m parked on the sofa seeing who can sink that 30-footer to win the tournament. I enjoy watching the pros hit shot after shot that I can’t ever seem to pull off myself.
Working at IBM, I am fortunate to be able to combine my love of golf with my day job of managing and designing new mobile applications as part of the IBM Interactive design team. Over the past 15 years, this team has been developing unique digital experiences for clients. Most recently, we were tasked with designing and building a new iPad app for the United States Golf Association (USGA), to launch in conjunction with the 2013 U.S. Open, the largest golf tournament in the U.S. Continue Reading »