IBM’s Elana Anderson Redefines Modern Marketing
Author: Marguerite McNeal
Marguerite McNeal is a staff writer for American Marketing Association magazines and e-newsletters.
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“The days of ‘batch and spray’ marketing are over,” said Elana Anderson, vice president of strategy and product management for IBM’s Enterprise Marketing Management portfolio of products. At the AMA’s Analytics with Purpose conference in San Diego last week, Anderson compelled marketers to move beyond mass segmentation and reach individual customers throughout their life cycles.
“Our customers, who are always on, are less patient with our brands,” she said. “They expect more. They demand more. And if we don’t interact effectively, they can go somewhere else.” Anderson said the fundamental goals of marketing remain unchanged, despite transformations in technology and consumer behavior.
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