IBM’s Marketing

In this module, you read the case study about IBM’s marketing efforts leading up to the digital revolution. IBM has a storied and incredible history. They have consistently been at the forefront of technology and research (5 of their scientists have won Nobel prizes). Today, they continue to innovate in artificial intelligence, cloud computing, and consulting. However, compared to their technological prowess, their marketing has not always had the same level of success—and this is especially true today, as they have become less popular with the public (and investors) compared to more recent technology companies. Despite their ups and downs IBM has existed for much longer than most US companies (since 1911), and thus looking back at their decisions over the years, helps us to understand that nothing is ever crystal clear, and some marketing campaigns will be better than others.  Your Post In this discussion, I would like you to consider some of the decisions that IBM made in their marketing campaigns. First, I would like you to consider IBM’s use of the metaphorical King Arthur’s Round Table commercial and print ads as part of “The Other IBM” campaign? Do you think this was a good idea? Why or why not? Finally, I would like you to consider the advantages and disadvantages of using testimonials in IBM’s marketing materials. Is this a strategy that you would recommend that they continue in the future? Why or why not? Approximate post length: This is largely up to you, as I will not grade on quantity. As a rule-of-thumb, however, complete answers typically require at least a paragraph (e.g., 5 sentences or more).

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