IBM thinks 'consumer' and 'brand story'

Traditionally a business-to-business marketer of computer hardware, software and consulting services, 105-year-old IBM just hired its first chief marketing officer for the corporation. Why? Because IBM is increasingly visible to the consumer world and needs to be sure its marketing is targeted, coordinated and differentiated across every subsidiary, product line and location.

In particular, the new CMO has experience with digital marketing and is knowledgeable about the importance of Big Data, key elements in IBM's marketing plan for Watson and other initiatives.

IBM has developed a range of sophisticated tools for applying analytics to customers' marketing challenges. When marketing IBM itself, Big Data is the key to segmenting markets and communicating what it can offer to meet individual customers' needs.

Did you know IBM now hires professional screenwriters to script ads? Professionals know how to tell a story, which all brands must be able to do to engage B2B or consumer audiences. 'Ultimately, our goal is really to make an emotional connection, and we think we can do that better by being personal without of course, being creepy', notes the CMO of IBM Commerce.