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IBM Kicks Off Integrated E-Business Effort

IBM unveiled a $30 million integrated e-business ad campaign yesterday plugging its customer relationship management offerings and business intelligence capabilities.

The campaign includes a 250,000-piece direct mail drop as well as television and radio spots starting Monday. The computer giant also will use Web banners and sponsor trade shows. Addresses are coming from its inhouse database as well as some rented lists. IBM will follow up with an offer to analyze the company’s business needs for free.

Ben Barnes, general manager for global business intelligence solutions, said IBM’s view of business intelligence is “using product services and technology to manage data and transform it into information that can be distributed to populations to help them make better business decisions.”

Traditional corporate advertising in print, which began yesterday, also will feature some of IBM’s existing e-business customers such as L.L. Bean.

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