Marketing to the Empowered Customer









Your customers have transformed. Has your business?

SmarterMarketing
Gaining a customer's attention has never been an easy task and now the challenge has become even greater. The heightened ability of the customer to control the purchasing process in the digital era has created new challenges for the Chief Marketing Officer (CMO). Consequently, CMOs need to move beyond the traditional ways of marketing to address the needs of an ever more diverse and global audience. They must spearhead this change by adopting a customer driven marketing strategy - to better understand, engage with and win their clients.

Understanding Each Customer as an Individual

The digital world has reframed the dynamics of business, making the customers more informed and socially connected. To understand such empowered buyers, information sought from a blanket demographic will no longer work. Organisations that look for deeper insights into their customer's wants and needs will have a better chance of identifying where to play and how to win.



Taking a customer centric view

customers, brand, customer in the center, smarter marketing, understanding a customer, real-time

At the IBM CMO CIO Leadership Exchange in New York, National Geographic Society's CMO Amy Maniatis and Chief Technology Officer Stavros Hilaris talked about how new technology is helping them create communities.

Customer Relationship Management

transitioning shopper, empowered consumer, omni-channel brand experience, IBM Smarter Consumer Study, spending attitude, channel balance, consumer sentiment,

While the bricks and mortar store remains the cornerstone of the shopping experience, the 2013 IBM Smarter Consumer Study reveals that today's empowered consumers are increasingly reliant on both offline and online channels to make purchases.


Driving Engagement to Maximise Value

The audience is much more fragmented today, interacting and drawing information through multiple channels. To gain their attention and loyalty, marketers need to appeal to them in ways that they perceive valuable. The key lies in cultivating meaningful relationships. To do so, marketers need to maximise value at every touch, without being intrusive.

Turning customer data into actionable insights

customer data, actionable insight, understanding of what customers want, in-depth analysis, analytical capabilities,

Analyze in order to prioritize. Every insight you gain, across every channel and program, leads to a deeper understanding of what customers want today—and what they'll need tomorrow.

Rheinmetall AG Connects across borders

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Rheinmetall, a leading automotive and defense technology company, uses IBM Software to better collaborate across geographic and organizational boundaries, to become a social business.


Linking Brand and Culture

How a company is perceived today is more than a product of its mission statement, logo, advertising and blog posts. The brand value should reflect in everything an enterprise does, even in the way its employees interact with customers. This is a critical step towards building a cohesive brand culture and increasing brand equity.

Smarter Marketing: The Branding of Culture

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Increased consumer transparency into companies' actual behavior and performance mean that now, more than ever, a company's values and beliefs have to align with its brand promise. Succeed in an era of transparency.

Asian Paints develops a culture of innovation

Integrated value chain, smarter commerce,  Operationalizing customer insight, customer sentiment, customer-defined touch points, exceptional customer experience

Listen to Harish Lade, General Manager-Systems, Asian Paints Ltd. discuss how by implementing a social collaboration platform, Asian Paints enabled its employees to respond quickly to business opportunities and to discuss and refine new creative ideas, thereby reducing time to value and increasing return on investment.

Related Links

Learn more about how your customers have evolved and what you need to understand before engaging with your empowered customersLearn more about how your customers have evolved and what you need to understand before engaging with your empowered customers

Learn more about how you can take your brand beyond the traditional media and drive customer engagement consistently across all channelsLearn more about how you can take your brand beyond the traditional media and drive customer engagement consistently across all channels

Learn more about how you can enmesh your brand with the culture that surrounds it and forge a unified customer experienceLearn more about how you can enmesh your brand with the culture that surrounds it and forge a unified customer experience

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Ryan Hughes

Ryan Hughes

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