Posted By Jon Scharf
I thought this was an excellent article highlighting some of the topics we have discussed in class about a more personalized social networking experience. IBM is working towards helping firms reintroduce the way in which they cater to their consumers via social media. It should be exciting to see this technology implemented to give us users of social media a more personalized, value added experience.
IBM has invested $14 billion in an acquisition of analytics focused companies because they feel going forward traditional market research will be a thing of the past. Heads of marketing departments will be overwhelmed by the data that will be sourced from social media and the new environments that have not even been thought of yet. The problem that IBM is trying to solve ahead of time is how companies are supposed to look at consumers/clients are individuals opposed to market segments. Just like these firms will have more access to information so will the consumer. The information overload flattens the playing field and forces companies to appeal in a different way to consumers.
IBM is expecting to develop the tools that make marketing to consumer a value added experience opposed to throwing all including the kitchen sink against the wall and see what sticks. Data mining the information that adds sales is the goal and to get to that point marketing on a personalized basis is needed. The ultimate issue is how to fine tune the data mining of consumer history and attract sales to end users by appealing to their individual tastes.