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1/1/2008 - New Tactics Target 'Ecosystem of Influencers'
By Matt Preschern, IBM
The explosive growth of web-based technologies such as Web 2.0, social networking, video, blogging or podcasts has given us marketers a new set – if not an entirely new toolbox – of marketing and communication vehicles.
Now that traditional media channels no longer prevail, new opportunities abound to reach our target audiences.
At IBM, we believe that building what we call “an ecosystem of influencers” is essential in this digital age. In a recent IBM survey of 765 CEO’s, the concept of “collaborative innovation” was highlighted by respondents as “quickly becoming the new imperative to innovate and to gain a competitive advantage.”
To develop our own breakthrough insights, IBM is now engaging top clients, academics and government leaders in various collaborative dialogues and digital forums. For example, through our Center for CIO Leadership and our annual Business Leadership Forum, we work with hundreds of executives each year to tackle some of today’s biggest challenges.
Another IBM approach is to celebrate the successes of our clients, increasingly through short, narrative videos that are posted to YouTube or the Wall Street Journal Online. Clients relish the opportunity to share their experiences while resolving critical business or technology issues. One fascinating story comes from Porto Media, a small start-up company in Ireland.
One of IBM’s most ambitious collaboration efforts ever was InnovationJam. In fact, it was the largest online brainstorming session ever held. It involved over 150,000 IBMers in 104 countries, 12,000 IBM family members and 67 clients and business partners; and provided a truly collaborative model for generating new ideas that advance innovation. Ten new businesses were “created” from this three day online effort. IBM agreed to fund $100 million for product and services development for ventures generated during the event.
The days when we marketers could control our marketing message are gone and not likely to come back. To build our brands, we must find ways to more effectively reach and interact with not only our customers, but increasingly with a new world of business partners and influencers.
Matthias (Matt) Preschern is Vice President, Small and Medium Business (SMB) & Ecosystem Communications for IBM. Based in Armonk, New York, Matt leads the global communications effort for IBM in the mid-market, the various go-to-market channels, and the expanded ecosystem – collectively, one of the company’s fastest growth segments. He is our featured speaker for the BMA Colorado January dinner meeting, Wed. January 9th, 2008, and will address “The New Marketing Mix: Digital Convergence.”
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