Power in Data: Turning Facts into Discoveries
Blog: Smarter CMO Solutions
Mary Garrett - Mary Garrett is Vice President, Marketing and Communications for IBM Global Sales and Distribution. In this position she is responsible for worldwide marketing and communications strategy and execution for IBM industries, Business Partners, midmarket, ISV alliances and ibm.com.

The Hyper-Connected Consumer: Why Every Tweet Matters

ibm_connected_consumer_large.jpg

Marketers have always tried to get to know their customers, but did so by profiling broad demographics such as "men 18-34." What's different now in the era of "Big Data" is how much consumers are telling marketers through their comments, "pins," downloads and shares.  In turn, marketers are sifting through that enormous flood of data to understand and engage with people as individuals.  

But it's no longer enough for marketers to count the number of tweets or "likes" about a product or service. It's all about understanding the sentiment of what consumers are posting.  IBM's recent State of Marketing 2012 survey found that while marketers continue to experiment with social media channels, 51 percent are not using this data to inform decisions about marketing offers and messages.  That's a missed opportunity for marketers who want to connect with today's customer.

For example, an IBM analysis of social media sentiment in May indicated that Americans were more upbeat about their plans for the Memorial Day weekend, with more people talking about traveling and spending compared to last year. In particular, the "Desire Ratio" - the proportion of positive versus negative comments about shopping - increased by a factor of five for this Memorial Day compared with last year.  

That exercise illustrates the insights and potential benefits that social media analytics can deliver to a brand (in this case, any brands that cater to shoppers and travelers).  Companies can understand how their customers feel about the products, services that they are providing.  Businesses that ignore the impact of social media will be stuck on the sidelines.

Just as IBM's Watson uses analytics to sift through millions of documents in a matter of seconds to answer a question, CMOs can use analytics to cull through millions of Tweets, texts and online comments to figure out the best way to reach each individual customer.  In the era of the hyper-connected consumer, companies can't afford not to.

1_Social CMO.pngDiscover more. Click to view our infographic on how CMOs are using technology to measure ROI.

Why Social Media Matters for Your Business

With the right tools, CMOs can use social media to build consumer trust and generate revenue gains.

Tips to Navigate Today's Digital Marketing Transformation

To launch a successful online marketing strategy, you must identify your goals, set your target, and always measure ROI.

Join the Discussion

The Atlantic does not moderate these reader comments, except to the same extent comments are moderated pursuant to the Terms & Conditions generally applicable to all content on The Atlantic’s sites.
After you comment, click Post. If you’re not already logged in you will be asked to log in or register. blog comments powered by Disqus

Video: Perspectives from Global CMOs