IBM looks to startup culture in bid to get marketers and their technology peers talking
Edwards at the pop-up lab in Sydney
Global technology giant IBM is looking to harness startups for inspiration as it aims to challenge the way marketers “understand and engage with the world of technology”, its VP of global communications and digital marketing Ben Edwards has told Mumbrella.
The company has been experimenting with “marketing experience labs” across the world and has recently set up a pop-up version at its Sydney office, as it looks to innovate its products and offerings.
Edwards said marketers have grown up in a “world of marketing communications, of agencies, of content” and it is quite new that marketers have had to think about technology.
How do you sell? You use plain English. Not gobbledygook.
This article proves exactly why you would not go to IBM unless you want to be baffled and part with a lot of money! eg. Everyone else uses CIO to mean Chief Information Officer (the most senior IT position). In IBM it appears it’s an organisation and we have to adapt to their their use of the term.
Anyone seen anything lean, clear and easy to use from IBM? Marketing sure they have mountains of brochures it put lipstick on a pig but real value products?
Ask a startup how many IBM products they would actually enjoy/want to use. Notes anyone? Try using IBM products for your intranet for a journey of disappointment.
The reality is that even with the billions they have amassed in the past they have to buy others companies like Softlayer and rely on patent fees (stifling others) to keep themselves even relevant today.