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IBM releases cloud-integrated solution for marketing

IBM launches cloud-based product aimed at helping brands meet the growing complexity in retail, omnichannel customer experiences.

May 14, 2015

IBM this week announced the launch of its cloud-integrated solution, designed to help marketers design and deliver customer experiences with a focus on personalization, according to a company press release.

"Marketers are the gatekeepers to the customer and have the opportunity to understand each individual and guide them on the path through a mix of campaigns designed to nurture brand loyalists. To succeed, however, marketers must embrace technologies that offer them the opportunity to build two way engagements with each customer and deliver a meaningful and relevant experience," Deepak Advani, general manager, IBM Commerce, said in a statement. "IBM is providing innovations such as journey analytics to allow marketers to gain insights into customers at depths they could never have imagined just a few years ago. Teams can then turn these insights into campaigns to deliver powerful experiences that engage customers in-context and ultimately build advocacy." 

According to a recent study done by IBM and eConsultancy, only 35 percent of consumers daid the communications they receive from their favorite brands are relevant with four out of five consumers believing that brands fail to understand them as individuals. Addressing these new market dynamics is the impetus that created the IBM marketing cloud integrated solution, according to the release.

"As a manufacturer of intimate apparel basics, it's critical to differentiate ourselves in order to win brand loyalty with consumers. Customers interact with us in many ways -- across different sites and devices-- and to ensure the most relevant experience, we want to be able to connect those dots." said Tom Blaisdell, Search Marketing Manager, Hanesbrand, Inc. "Understanding customer journeys is key to our marketing strategy, and the work IBM is doing in this space is going to help us further efforts to create an emotional connection between our brand and customers." 

Individual offerings that comprise IBM marketing cloud integrated solution include:

• IBM Journey Designer is a virtual whiteboard where practitioners on multiple teams within an organization can collaborate with a single view of a customer's journey.
• IBM Journey Analytics allows marketers to sift through insights about the customer.
• IBM Customer Experience Analytics is a single platform that unifies IBM's Journey Analytics, Digital Analytics, and customer behavior analytics capabilities.
• IBM Commerce Insights provides business executives insight into the performance, operation and growth of their digital commerce business.