Part of IBM's Smarter Commerce initiative, the IBM Digital Marketing Network can syndicate real-time analytics to any marketing service such as Google Display Network, Doubleclick Search and Badgeville, to help marketers create a more consistent and compelling customer experience based on individual buyer behaviours. Creating a relevant experience is critical; the IBM 2013 State of Marketing Survey cites $83 billion in sales is lost each year due to poor, inconsistent customer experiences.
This new network helps marketers improve customer engagement and responses. Clients can now monitor real-time activity throughout the network in customized dashboards for e-commerce and mobile, giving digital marketers the ability to view how their campaigns are performing across paid, earned and owned channels. This is particularly critical at a time when companies are driving double-digit growth in on-line ad sales for the past three consecutive years, topping $36.6 billion last year (Interactive Advertising Bureau's Internet Advertising Revenue Report, 2012.)
Myron.com, a provider of promotional business gifts, is using the IBM Digital Marketing Network service to manage real-time re-marketing campaigns to automatically re-engage customers with more relevant display ads and gain deeper insights to on-site behaviours.
According to Mark Pepin, Vice President, Global eCommerce, Myron,com, "IBM Digital Marketing Network gives Myron.com the ability to have our business community independently implement and manage our digital marketing campaigns and has greatly empowered us to own the complete campaign experience from creation, implementation, monitoring and analysis". He continued: "This is essential for us when managing the many complex layers across our marketing channels and reduces the dependency on aligning multiple partners. It also improves the implementation time-lines of our digital efforts and we see the immediate impact and results."
The network uses a single "gold tag" approach to relay digital data across the cloud in real time to all relevant partner technologies. The IBM Digital Marketing Network is powered by IBM Digital Marketing Optimization, part of IBM's Cloud Suite for CMOs. The intuitive drag-and-drop interface tightly links these services together in as little as two clicks. This approach also eliminates the need to custom integrate each service and eases the burden of managing redundant tags that slow sites down.
IBM Digital Marketing Network customers now have integrated access to more than 100 solutions from certified partners in digital marketing areas such as:
"We continuously look for opportunities to enhance the digital marketing experience for our customers", stated Craig Hayman, General Manager, Industry Solutions, IBM. "The IBM Digital Marketing Network eliminates the complexity and difficulty involved in placing third-party tags, enabling our clients to improve results, and personalize the digital customer experience in real-time."
In a related effort, IBM is chairing the drive to establish a new digital marketing industry standard for streamlined tag data management with the World Wide Web Consortium (W3C).
Joined by more than 80 participants from 45 industry leading companies such as Google and Adobe, the W3C issued a draft specification in July and plans to publish the final specification later this year. The specification will rally the industry around a single data model for data collection, resulting in accelerated on-boarding of new, relevant services, reduced IT burden in managing existing services and superior site performance.
"The W3C has progressed this specification very quickly, and the IBM Marketing Network and Digital Marketing Optimization solution are set to embrace this emerging standard", stated Todd Moore, Director of Interoperability and Partnerships at IBM. "By chairing this committee, IBM joined with other companies who understand that digital marketers desire flexibility, that only open standards can provide, to break through information silos and increase ROI from their marketing efforts."
IBM's Smarter Commerce initiative features software and services that help companies transform their business processes to more quickly respond to shifting customer demands in today's digitally-transformed marketplace. The initiative is driven by CMOs and other C-suite executives who are increasingly looking for ways to bring new levels of automation to marketing, sales and fulfilment to secure greater customer loyalty and improve the customer experience.
In the Cloud, IBM clients can start small, deploy departmental solutions, or pursue enterprise wide projects. They have the flexibility to move from one delivery model to another, integration technologies to manage hybrid environments connecting on-premise and Cloud solutions, and a full complement of high-value infrastructure and platform services to support the CIO's comprehensive Cloud strategy. In the business-to-consumer industry, more than 60,000 users of IBM's on-line digital marketing tools sent more than 130 million e-mails per month to engage customers.