IBM has developed web sites to support its integrated marketing communications campaigns which have included making commercials available for viewing by visitors to the site as well as relevant case studies and testimonials. ON means your company runs like clockwork.
The spots were slice of business scenes in which business people experienced technology problems that IBM was able to solve. The products and services IBM provides that relate to each topic are elaborated on in the site.
Business automation has blurred the customary demarcation between business and information technology, put IT at the heart of corporate strategy, and elevated the understanding of the possibilities. What makes you unique? An IBM executive noted: They believed that no other firm in the world could deliver better on the combination of IT and business consulting to companies all over the world.
Thus, IBM decided to position itself as the most comprehensive provider of end-to-end solutions for e-business. Moving Forward The transformation of IBM from a computer hardware company to a services and business solutions provider is one of the great comeback stories in the history of corporate America.
The creative group has been given the task of describing IBM s offerings in a way that sounds proprietary, but at the same time was understandable to an ever-larger group of business 6 8 professionals. Prior to this campaign, IBM was constantly in the position of living down their stodgy past, making it harder to compete against Microsoft and other hot, young tech brands.
It included some surprising new content sprinkled throughout to create interest, a specific explanation of what e-business was all about, and a call to action for those interested in finding out more about IBM solutions for e-business. Examples are provided of companies that have developed new ways of doing business with IBM s help and how this has given them a competitive advantage.
The visual was framed in IBM s blue logo color, which evoked the brand s longtime equity, but at the same time, portrayed IBM in a fresh, new way. However, by the late 90s, the Internet was growing, more companies were using it to conduct business, and IBM and its partners were working with them to support their electronic business processes such as advertising, merchandising, inventory management, order fulfillment, and customer service.
How has the target audience for IBM s products and services evolved over time? Under Gerstner, the 13 units were reintegrated into a more cohesive whole, as the strategy emphasized the integration of the units and the key role IBM played in technology around the world.
The crash of the dot-coms made everyone skeptical of 20 something change-architects. Prospects answer questions online to provide IBM s salespeople with data and information that can be used to address each customer s specific needs.
At the end ofIBM did something formerly unheard of in newspaper advertising. Based on their feedback, Gerstner came to the conclusion that IBM was worth more in the long run as a whole, rather than as disparate pieces.
What makes you special?
Some of the online tools IBM uses include webcasts, podcasts, virtual meetings, and sending customized e- mails, as well as e-catalogs, and e-newsletters. It originated from a focus group in Paris where a participant made the observation that It s as if technology is making the world smaller and bringing everyone closer together, because we all share the same problems.Brand Equity Restoration and Advertising Evolution; Brand Equity Restoration and Advertising Evolution.
Jun 21st, Studypool Tutor. Salisbury University. Course: general. IBM had lost a total of $15 billion and its stock price was at an year low. The brand had fallen below number in Interbrands.
Report DMCA. VIEW. ADVERTISING AND INTERNET MARKETING FOR IBM IBM case: Brand Equity Restoration and Advertising Evolution Introduction During the s and Ã¢â‚¬Ëœ80s, IBM was one of the most successful companies in the world.
IBM: Brand Equity Restoration and Advertising Evolution During the s and ’80s, IBM was one of the most successful companies in the world. However, in the s, IBM had fallen behind in technology as its executives struggled to evolve the business.
View Test Prep - IBM-Case from BUSINESS A Law at Oxford University. _ IBM Brand Equity Restoration and Advertising Evolution _ This case was written by Professor Michele Greenwald, Visiting.
IBM Brand Equity Restoration and Advertising Evolution This case was written by Professor Michele Greenwald, a Marketing professor at HEC Paris, for use with Advertising and Promotion: An Integrated Marketing. ADVERTISING AND INTERNET MARKETING FOR IBM IBM case: Brand Equity Restoration and Advertising Evolution Introduction During the s and Ã¢â‚¬Ëœ80s, IBM was one of the most successful companies in the world.Download