Thanks Robin. It's very exciting to witness the reincarnation of IBM and moreso to hear IBMers firsthand passionately embrace the spirit of their new enterprise challenge.
To listen to IBMers like Elana Anderson, VP IBM Enterprise Marketing Management, who spoke recently at the AMA's Human Edge of Big Data conference in San Diego, on how she and IBM are leading the "analytics with purpose" charge, is an inspiring story of the transformative power an entrepreneurial spirit of leadership can have on an enterprise behemoth, or any organization for that matter.
Anderson defines the biggest challenge at IBM as how it will evolve and merge all the technologies it has built over time into an affordable and scaleable model. Given the fundamental changes taking place today in brand engagement, e.g., the comprehensive activity of 2 billion smart phone customers globally, social customers are in a perpetual state of engagement with brands–thus brand identity/purpose must be woven into every touchpoint.
IBM is clearly at the cusp of profound change in harnessing powerful customer experiences through their stories in social media. The challenge: an affordable and scaleable model which leverages big data to deliver creative solutions--at every touchpoint.
The future role of marketing, according to Anderson? Remember the timeless responsibilities of the function. There is a need to go back to basics. Fundamental goals still apply--marketers are responsible for understanding the customer, as well as what/where/how to market the brand.