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IBM Targets Social, Mobile Consumers with Digital Experience Push

By Pedro Hernandez     Feedback

Big Blue brings together its analytics, mobile and social offerings to help organizations boost their customer engagement efforts and connect with their workforces.

IBM is blending analytics, social media, mobile development and marketing management software to enable businesses to better engage with customers, employees, partners and other stakeholders.

The IT systems and services titan took the wraps off its new Digital Experience software offering, a collection of features that allows businesses to analyze customer interactions and deliver more personalized experiences over a variety of digital channels.

Signaling that the days of merely erecting a homepage or Internet storefront to attract customers are over, IBM Digital Experience Software Vice President Larry Bowden said in company remarks that today's digital marketplace "is being driven by the proliferation of mobile and social networks which have transformed the way organizations engage their key audiences."

"To succeed, companies must look beyond websites to create digital experiences that marry analytics, deeper social engagement, compelling content and design for mobile delivery in order to engage audiences on their terms and on their time," added Bowden.

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In an effort to get organizations up to speed, IBM is funneling once-disparate software disciplines into an integrated product lineup that helps businesses engage with their customers, workforces or both.

IBM Digital Experience is anchored by some of the company's investments in business analytics. The software provides marketers and customer service workers with insights on consumer behavior based on activity over specific digital channels, including mobile and the Web.

Seeking to put digital video delivery within the reach of more users, IBM boasts that with the Web Content Manager Rich Media Edition-powered software, "non-technical line of business employees can quickly and easily create compelling video content that can be viewed anywhere including a business's website, smart phones and tablets as well as social media destinations such as Facebook." Marketers also can leverage Worklight tools that allow them to generate cross-platform mobile application experiences that remain consistent across device types.

Finally, no discussion of the modern consumer is complete without social media. With Digital Experience, IBM is leveraging social analytics, allowing marketers and business managers to gauge sentiment. Further, WebSphere Portal software integrates with social networks like Facebook, LinkedIn and Twitter to expand reach and foster engagement.

Pedro Hernandez is a contributing editor at Enterprise Apps Today and InternetNews.com. Follow him on Twitter @ecoINSITE

This article was originally published on July 26, 2013
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