What do you think are the digital marketing strategies that bring the best ROI to IBM?

[himuhumaira]

MF: For a digital marketing strategy to be successful, campaigns must deliver the right message, at the right time, using the right channel and delivering it to the right person. This only happens if we have the right data and if we use and analyze it correctly.

Today's digital marketing campaigns need to be highly personalized and part of a coherent and homogeneous multichannel strategy. It is not acceptable for a customer to have a different experience on different channels. In this sense, it is essential that they adapt to mobile devices taking into account the predominance of online shopping.

Of course, you can’t do this without the right technology. Automating and industrializing the process is key to optimizing these campaigns when it comes to one-on-one conversations. Analytics, AI, and machine learning are key bahamas email list tools for optimizing campaigns and earning ROI.

Our Watson Customer Experience enables us to quickly extract insights that will then be used in the design and segmentation of digital campaigns, as well as track performance and resolution of user experience issues, in real time. There are companies in the industry that, when using it, accelerate the decision-making process at a significant rate, going from days to hours, with excellent performance and achieving a higher ROI. An example of this is how GroupM uses Watson Analytics .



W: How can digital communication improve customer relationships?

MF: Today digital communication is vital, but we have to channel it well, as I said, with the right message, at the right time, using the right channel and the right people. It is easy to say, but it is very difficult to achieve that level of personalization and specificity of messages. I insist that you can only do it by doing analysis and using data appropriately. If digital communications do not respect this premise, all communication campaigns are nothing but an annoyance for customers and wasted money for companies.