IBM`s New Cloud Offering Bolsters Smarter Commerce Strategy

IBM’s new cloud-based offering is aimed at chief marketing officers and marketing departments that focus on business-to-consumer services

IBM has announced new software designed to improve data sharing and automate marketing and supply chain processes in the cloud, part of an ongoing effort to build on its cloud computing strategy.

At its Smarter Commerce Global Summit in Madrid, IBM announced new cloud software to help marketers improve customer service, increase marketing effectiveness and reduce operational costs. The new offerings leverage IBM’s cloud expertise and cloud collaboration networks to accelerate the flow of business-to-consumer transactions by automating and synchronising supply and demand engines.

IBM unveiled IBM Commerce on Cloud, which Big Blue calls an integrated enterprise class e-commerce solution in the cloud that spans marketing, selling and fulfillment. Designed to help chief marketing officers and e-commerce executives easily set up and maintain an on-line storefront, it as well helps companies of all sizes deploy the same customer digital buying experience as the most advanced retail brands in the world, IBM said.

Platform for generating customer interest

IBM Commerce on Cloud is in essence a platform for generating customer interest and at the time offering, selling, transacting and fulfilling orders in the cloud. It offers companies the benefits of cloud economies, just as low up front capital investment, pay-for-use models, and instant and ongoing scalability, to businesses of all sizes.

“Accelerating commerce on the cloud is a dramatic step forward in enabling companies to transform their business operations,” said Craig Hayman, general manager of IBM Industry Solutions, in a statement. “Companies of all sizes can now deliver a better client experience by providing personalised marketing, selling the way clients want to buy, and delivering products through a supply chain that’s prepared for the unpredictable.”

In addition to IBM Commerce on Cloud, IBM as well has enhanced several of its on-cloud collaboration networks to accelerate collaboration and digital information sharing across demand and supply processes to offset the unpredictable nature of commerce, IBM said.

For instance, to improve retailer-consumer packaged goods collaboration and execution, IBM is introducing new pricing and trade promotion collaboration capabilities for DemandTec. This will allow a network of more than 15,000 members just as ConAgra Foods and PETCO to share information to improve merchandising and marketing plans, enabling better sales forecasts, lowering process inefficiencies and costs.

Marketers can gain an integrated view of information being developed across ad networks, survey vendors, testing vendors, and email service providers to gain insights and better execute their marketing programmes and services. The exchange as well includes a “gold tag” approach designed to ensure that analytics and marketing partners are all operating off of the same, relevant data.

Meanwhile, to expedite supply chain processes, IBM is making it easier and faster to access, share and process information in real time, especially in emerging markets where growth rates are highest. IBM B2B Cloud Services is currently available across a community of 300,000 trading entities and more than 90 public and private networks. It as well is now available in 34 new countries, including Australia, Brazil, India, New Zealand and all the Central and Eastern European countries.

IBM is not alone among major players in going afterwards the lucrative digital marketing space with concerted efforts. Last year, Adobe restructured its business to focus on two key areas: digital media and digital marketing. The company’s digital marketing unit has delivered several products and services, including analytics software and services, aimed at CMOs and marketing professionals.