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

Share this article:

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
Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

MeritDirect Opens San Jose Office

MeritDirect Opens San Jose Office

A force in direct mail, the company looks to expand its digital data services with a footprint in Silicon Valley.

Neustar Decides to Hand Data Over to its Clients

Neustar Decides to Hand Data Over to its ...

AK Media Insights Pro turns data over to marketers to create business-specific aggregations, integrate offline efforts, and probe deeper into their sales funnels.

Arthur Hughes, Who Wrote the Book on Database Marketing, Dies at 86

Arthur Hughes, Who Wrote the Book on Database ...

First published in the early days of the Web, Arthur Middleton Hughes's Strategic Database Marketing remains a bible for direct marketers.