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The Digital Strategy
for
IBM?
❖ IBM (International Business
Machines Corporation)
❖ An American multinational
technology company
❖ Headquartered in Armonk,
New York, United States
❖ Operations in over 170
countries.
What?
❖ Manufactures and markets
computer hardware,
middleware and software
❖ Provides hosting and
consulting services in areas
ranging from mainframe
computers to nanotechnology
❖ Major research organization
Why?
❖ IBM’s inventions have changed
the world many times
❖ IBM has a huge impact on
digital media
❖ IBM is a respectful company
How?
❖ The goal of this digital strategy is to
increase IBM’s brand awareness
❖ Sponsor a website which provide a
space for who interested in the
computer technology, computer
software and business solutions
❖ Users will be able to ask questions and
they can also answer other’s questions
How? Cont’d
❖ IBM should play a role as an expert to
help users as well
❖ As a sponsor, IBM could also hold
some events or lectures
❖ The website should be built on both
internet and mobile app for users’
convenience
Who?
❖ The target customer should
range from student to computer
engineer, businessman to the
lawyer.
❖ The website should not only
attract computer experts, but
also people who were not
familiar with the brand
❖ Persona example:
Distribution?
❖ Search engine advertising
❖ Social media
❖ Youtube
❖ Facebook
❖ Linkedin
❖ IBM annual conference
Money?
❖ Low cost is one of the feature
of this strategy
❖ Project developing: $100,000
❖ Advertising:
❖ PPC cost: 1.02 per click
❖ 0.9% click-through rate
❖ Maintaining: $50,000 per
month
Conclusion
❖ The result of the strategy
❖ Increasing brand awareness
❖ Generating more potential
customer

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The Digital Strategy for IBM

  • 2. IBM? ❖ IBM (International Business Machines Corporation) ❖ An American multinational technology company ❖ Headquartered in Armonk, New York, United States ❖ Operations in over 170 countries.
  • 3. What? ❖ Manufactures and markets computer hardware, middleware and software ❖ Provides hosting and consulting services in areas ranging from mainframe computers to nanotechnology ❖ Major research organization
  • 4. Why? ❖ IBM’s inventions have changed the world many times ❖ IBM has a huge impact on digital media ❖ IBM is a respectful company
  • 5. How? ❖ The goal of this digital strategy is to increase IBM’s brand awareness ❖ Sponsor a website which provide a space for who interested in the computer technology, computer software and business solutions ❖ Users will be able to ask questions and they can also answer other’s questions
  • 6. How? Cont’d ❖ IBM should play a role as an expert to help users as well ❖ As a sponsor, IBM could also hold some events or lectures ❖ The website should be built on both internet and mobile app for users’ convenience
  • 7. Who? ❖ The target customer should range from student to computer engineer, businessman to the lawyer. ❖ The website should not only attract computer experts, but also people who were not familiar with the brand ❖ Persona example:
  • 8. Distribution? ❖ Search engine advertising ❖ Social media ❖ Youtube ❖ Facebook ❖ Linkedin ❖ IBM annual conference
  • 9. Money? ❖ Low cost is one of the feature of this strategy ❖ Project developing: $100,000 ❖ Advertising: ❖ PPC cost: 1.02 per click ❖ 0.9% click-through rate ❖ Maintaining: $50,000 per month
  • 10. Conclusion ❖ The result of the strategy ❖ Increasing brand awareness ❖ Generating more potential customer