IBM Video Series, part 2: John Kennedy, VP, corporate marketing

Social media has became a virtual testing ground for whether marketers are keeping their promises. People turn to their Facebook friends, price-scanning apps and video downloads to voice their opinions about brands within their own groups and to the world at large.

In essence, social media has become a new channel between brands and their customers—but one where the customers are broadcasting and the marketers are listening. In turn, brands are using the latest advances in social media and Big Data analytics technology to better comprehend their markets and understand their customers on an individual scale.