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IBM Uses U.S. Open to Debut TV Ads Targeting CMOs

Written by All Terrain’s Director of Business Development, Kevin Boyer in response to the following Ad Age article about IBM advertisements targeting CMOs:

This interesting article talks about IBM’s insight into the changing nature of the marketing function at corporations. “According to research firm Gartner, by 2017 the CMO will spend more money on information technology than the CIO … IBM estimates that in 2012, $148 billion in information technology-related spending was owned or influenced by CMOs. And Gartner expects marketing budgets will grow 7% to 8% in the next 12 months — or two times to three times the growth of IT budgets.”

We’ve seen experiential marketing impacted significantly by the use of technology. Firms like All Terrain are using technology to collect data in the field that gains customer insight, measures our impact on sales, and facilitates recontacting through sophisticated CRM systems. Our sales & marketing clients are using technology to evaluate the effectiveness of experiential activity on brand awareness, sales consideration, and even how field-derived social media content can enhance sales. Down the road, geo-fencing and NFC-like campaigns (and newer technologies like augmented reality and mobile image recognition) promise to remake the experiential marketing all over again.

IBM’s research suggests that Chief Marketing Officers feel “underwater” - so much data, devices, and channels. More than half feel like they’re not prepared.

How has the use of technology increased in your company’s marketing department? What insights have you gained that helped you evaluate marketing spend and relative cost-effectiveness of your marketing channels?