“In an analog world, you could separate the product from the marketing,
but in a digital world, they’re closer together,” said Ian Maude,
BeHeard director and former analyst. “Marketing and data inform
new products, they’re symbiotic. If IBM wants to be a one-stop shop in
digital transformation, marketing has to be a part of it.”
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IBM isn’t the first consultancy to push aggressively into advertising: Deloitte, Accenture and PriceWaterhouseCoopers have all made similar plays.
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