IBM Envisions a Cross-Platform Marketing Ecosystem

Geoffrey Precourt

Reporting from the ARF's Audience Measurement 4.0 event, WARC's U.S. editor, Geoffrey Precourt, covers the presentation from IBM's Saul Berman on the marketing challenges facing the business and technology services giant.

IBM Envisions a Cross-Platform Marketing Ecosystem

Geoffrey PrecourtWARC Online

Saul Berman, lead partner/strategy & change consulting at the IBM Institute for Business Value and IBM Global Business Services, drew a deliberate distinction between innovations and inventions at the Advertising Research Foundation's (ARF) June 2009 Audience Measurement 4.0 event.

"Inventions sit around on a shelf. Innovations change the way we do business."

Berman's idea of an invention: "MIT's green screen on a shelf." An innovation: e-Bay.

In 2005, when IBM's PC business went East with Lenovo, its consumer-facing prospects changed. "We're a company that knows a lot about technology,...

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