IBM Video Series, part 3: John Kennedy, VP, corporate marketing

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Marketers have always had a responsibility to understand their audiences and markets. But with the advent of Big Data, analytics, social media and mobile commerce, marketers can now understand their customers as individuals—not just broad demographics, such as “women 18–34.”

Marketers are now able to paint vivid pictures of their customers as people and gain insight from a wide range of data to better understand—and engage with—customers as individuals. Companies are also finding it's no longer enough to just measure social media on the basis of activity, like counting tweets or Facebook “likes.”

Armed with the right insights, companies can make marketing seem less intrusive and more personal—less of a pitch and more like a welcome and customized service.

—John Kennedy, VP of corporate marketing, IBM
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