Customer expectations — whether consumers, citizens or business customers – for relevant, personalized and consistent interactions are soaring. Catalysts like social media, real-time access to information and the growth of mobile devices are redefining what customers expect. According to an IBM study of over 1,700 Chief Marketing Officers, strong consensus exists among senior marketers across the world that these trends are fundamentally changing how marketing must work in order to drive business success.

Big challenges for today’s marketers, but bringing science to the art of marketing with information technology can help you address this. With end-to-end enterprise marketing management solutions from IBM, you can transform all aspects of marketing to engage customers in highly relevant, interactive dialogues across digital, social, mobile and traditional marketing channels.

IBM enterprise marketing management (EMM) solutions provide you with the ability to:

• Optimize cross-channel campaign efforts and engage buyers in highly relevant, interactive dialogues across digital, social, mobile and traditional marketing channels.
• Optimize your digital marketing efforts and turn site, social and mobile visitors into repeat customers and loyal advocates.
• Use sophisticated analytics to improve relevancy and responsiveness to individual prospects regardless of media or channel.
• Discover and react in real time to how consumers are interacting with your brand.
• Improve decision making and optimize marketing performance and productivity.

Proven and comprehensive Enterprise Marketing Management solutions

Over 2500 organisations around the world use IBM EMM solutions. IBM Unica and Coremetrics solutions are recognised as market leaders by many industry analysts including the recent Gartner Magic Quadrant on Multi-channel Campaign Management (US) and the Forrester Web Analytics Wave (link resides outside of ibm.com) .

Achieving success in the rapidly evolving world of marketing means finding proven solutions to emerging business and challenges. IBM's offerings provide a range of solutions that help marketing organisations take full advantage of the new opportunities to more deeply engage customers and prospects. From email marketing, personalisation, and event-based marketing to lead management and search marketing, IBM is helping marketers develop timely, relevant and responsive communications.

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  Cross-channel campaign management

  Engage each customer and prospect in a cross-channel dialog that builds on past and current behavior.

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  Marketing resource management

  Alignment of people, process, budgets, and technology to support marketing activities and improve marketing effectiveness.

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  Digital marketing optimisation

  Empowering marketers to turn site visitors into repeat customers and loyal advocates by orchestrating a compelling experience through each customer's lifecycle.

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  Web analytics

  Sophisticated analytics that provide businesses with real time insight into how consumers are interacting with their brands online.

All products - Enterprise marketing management

Cross-channel marketing optimization

Customer experience optimization

Digital marketing optimization

Marketing performance optimization

Price_promotion and product mix optimization

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  Real-time Marketing

  Increase the value of every inbound customer interaction.

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  eMail Marketing

  Make targeted email and mobile messages part of your interactive strategy.

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  Interactive Marketing

  Engage your audience in cross-channel dialogues that build on past and current behavior.

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  Event-based Marketing

  Respond to customer needs and opportunities at exactly the right time.

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  Marketing Operations

  Improve planning, budgeting and operational management of all marketing programs.

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  Personalisation

  Deliver a personalised conversation across all channels.

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  Advertising

  Automate paid search and targeted display advertising.

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  Retargeting

  Target an offer or content to maximise online conversion.

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  Product Recommendations

  Improve conversion rates by making relevant recommendations.

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  Social Media Marketing

  Measure ROI and engagement with a centralised console.

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  Mobile Marketing

  Gain a comprehensive view of your customers in the mobile space and analyse taylor campaigns accordingly.

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  Search Marketing

  Improve results, reduce costs and demonstrate returns on pay-per-click investments.

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  Lead Management

  Generate leads and convert them into loyal customers.

Case Studies

Real results:

Shifting your investments from mass-marketed, one-channel, one-way, company-driven campaigns to multichannel, measurable, interaction-driven campaigns can yield outcomes like:

	"By segmenting visitors based on behavior and tailoring email content accordingly, we are able to deliver highly personalized messages that generate much higher open rates, conversion rates and revenue per email. Instead of trying to second-guess our customers, we can present them with offers that we know will interest them." - Director of Ecommerce, L’OCCITANE Learn more (PDF, 586KB)
	"From a brand standpoint, banner ad retargeting has been very successful for us. We’re pleasantly surprised and happy with our return on investment from retargeting. We’re seeing an increase in sales and our spend-to-sales is a great ratio." - Lynnette Montgomery Director of Ecommerce and Digital Marketing Burt’s Bees Learn more (PDF, 718KB)
	"The IBM Coremetrics and [x+1] partnership has given us a means of reaching our customers more effectively and engaging them in a personal dialog that creates a better shopping experience for them and a lower cost per order for PETCO." - Web Analyst PETCO.COM Learn more (PDF, 1.59MB)
	"With Unica, the customer can guide where our conversation should go. It will translate into more quality leads, and better relationship building with buyers and everyone who dialogues with us. And that is central to IBM’s value proposition: to build valuable, trusted relationships." - Zarina Lam Stanford, Director, Software Group Demand Programs, North America, IBM Learn more (PDF, 140KB)

Resource Library

Revolutionizing commerce for today’s empowered customers

Your value to your customer may be different than you think. With social media and easy access to information influencing buying patterns and decisions, customers are challenging traditional approaches to commerce. In today’s era of the empowered customer, commerce needs to be rethought and revalued.

Enter Smarter Commerce. It offers a unique approach that increases the value your company generates for your customers, partners and shareholders in a rapidly changing digital world. By putting the customer at the center of decisions and actions, it is designed to help your business to better integrate and manage your value chain, including buy, market, sell, and service processes, and drive greater customer loyalty, revenue growth and business agility.

Understand smarter commerce by watching Alisa Maclin, Vice President of Marketing, Smarter Commerce, IBM in the below Webcast. In just over 8 minutes, she will define what it is, explain why it is becoming important, how your global peers are using it to rebuild customer value and experiences.

Click here to watch video

Previous Webcasts

Missed past episodes? Click the links below to catch up with industry-leading insights and thought-provoking ideas from previous webcasts.