In an exclusive interview during the World Federation of Advertisers’ Global Marketer Week, Jonathan Adashek, senior vice president of marketing and communications at IBM, discussed the company’s focus on cutting-edge technologies like artificial intelligence and hybrid cloud solutions. These tools have the potential to revolutionize marketing and business in the near future.
Adashek emphasized the importance of aligning marketing efforts with sales and leveraging AI to drive growth and innovation at IBM. He highlighted the increasingly symbiotic relationship between marketing and sales, stressing the need for campaigns to directly support the company’s business objectives. For example, IBM’s ‘Trust What You Believe’ campaign, launched at the Adobe Summit, demonstrated this approach by connecting storytelling to business goals.
Furthermore, Adashek underscored the significance of maintaining IBM’s reputation for innovation and excellence while exploring new technologies. He emphasized IBM’s core principles and the importance of staying true to the brand’s identity, which has been built over the company’s 113-year history.
Adashek also discussed the potential of AI to transform the marketing landscape, citing its impact on data analysis, content creation, and delivery. He shared IBM’s vision of becoming a leader in artificial intelligence and hybrid cloud technology, emphasizing the company’s commitment to innovation in these areas. Adashek also expressed optimism about the future of quantum AI, highlighting the intersection of quantum computing and artificial intelligence as a key area of exploration for IBM.
Overall, Adashek’s insights at the Global Marketer Week shed light on IBM’s strategic direction, focusing on the integration of AI and cloud computing to drive growth and innovation in the marketing and business spheres. By aligning marketing initiatives with sales goals and staying true to its core values, IBM aims to maintain its position as a leader in the evolving technology landscape.
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https://www.thedrum.com/news/2024/05/22/ibm-marketing-vp-sales-driven-ads-and-the-brand-s-plan-unite-cloud-computing-ai