IBM is the latest brand to make advertising that is actually useful. With the help of Ogilvy France, IBM made a series of outdoor ads that are functional and helpful to passersby. One is a poster that swoops out as a bench; another ad forms a canopy to provide shade and shelter; and one ad acts as a ramp over stairs.
The ads are part of IBM’s “People for Smarter Cities” campaign, which is an initiative and ideas sharing platform that encourages people to come up with and share their ideas about use technology to improve their cities.
These useful IBM ads are the latest in a small wave of ads recently that provide actual value and utility to the public. Read more
Over the next two weeks, IDG Connect is serializing commentary from industry experts on marketing 2013 predictions. We feature expert opinion on the key trends in 2013, and regional outlooks on what 2013 holds for marketing around the world.
Modern marketers are officially living in the “Big Data era”. According to IBM, 90% of the world’s data has been produced in the last two years. While possessing loads of information on customers and prospects is a good thing, it’s also incredibly overwhelming. Marketing’s role is changing and has evolved as a result of the Big Data world where we now live. Once known as the department that came up with punchy taglines, marketing skills have shifted from art to science. Today’s marketers are extremely analytical and have a clear understanding of how to boost the bottom line through data.
In 2013, I predict we’ll see an increased focus on Big Data for marketing. I believe marketers will continue to leverage technology and more importantly increase their use of technology to further understand their buyers. If marketers can take advantage of this data and make it work for them, companies will benefit from valuable insights necessary to drive revenue.
As marketers tackle the Big Data challenge it’s helpful to consider the following:
Computerworld - Dell’s buyout deal should give the company renewed business flexibility and stealth, but its customers need to know if Dell will be in the PC market for the long haul.
“Now, Dell will be able to better compete with HP, Lenovo, IBM and Cisco,” said Patrick Moorhead, an analyst with Moor Insights & Strategy. “They can do what they want without the scrutiny of Wall Street and the SEC, and do it under the radar, making it harder for competitors to guess at Dell’s next moves and then making defensive moves to thwart them.”
However, whether Dell, the third-largest PC maker in the world, plans to continue to be a major player in the PC business is an open question. That question has customers – both enterprises and consumers – concerned.
“It’s too early to tell how much Dell wants to remain in PCs,” said Moorhead. “They could more easily reduce or exit the business as a private company… Dell customers, specifically business PC customers and channels, could be a little edgy until Dell announces it’s in the PC business for the long haul.”
Hewlett-Packard, which has been barely hanging on to its number one position in the PC market, used the news of Dell’s buyout announcement to take a jab at its competitor.
“Dell has a very tough road ahead,” HP said in a released statement. “The company faces an extended period of uncertainty and transition that will not be good for its customers. And with a significant debt load, Dell’s ability to invest in new products and services will be extremely limited. Leveraged buyouts tend to leave existing customers and innovation at the curb.”
PC World (US)
SAN FRANCISCO – The PC is undergoing its most radical makeover since the advent of the IBM PC three decades ago. Ultrabooks and Windows 8 are leading the charge. Slim Ultrabook designs succeed where netbooks failed, delivering performance, battery life, and a full-featured computing experience. Ultrabooks, once seen as mere copies of Apple’s MacBook Air, are now extending its concept. Experiments such as Toshiba’s Satellite U845W, with its cinematic widescreen aspect ratio, are expanding the definition of what a PC is.
Revolutions are chaotic. They upset the status quo and leave old ways of doing things behind. The PC, once the spearhead of the personal digital revolution, may seem antiquated alongside sexy new tablets and smartphones de¬-signed for an always-connected world. In reality, the PC is an intimate participant in the current revolution, changing its own nature to respond to new usage models and a new generation of users. Microsoft’s recent announcement of the Surface—a Windows 8 PC posing as a tablet—shows the PC’s flexibility and relevance in the modern digital era.
Almost 9 in 10 global marketers either have a mobile site or a mobile application or plan to employ one in the future, according to an IBM study released in June 2012. Yet, only 1 in 5 currently run mobile marketing tactics as part of integrated campaigns, with the remainder running their mobile programs discretely and on an ad hoc basis.
The most popular mobile tactics currently employed are mobile sites (46%) and apps (45%), with mobile versions of email (35%), mobile messaging campaigns (32%), location-based targeting (27%) and mobile ads (25%) yet to move into the mainstream. Even so, when factoring in future plans, at least two-thirds of the respondents will be using each of the tactics at some point in the future.