This is a digital strategy for IBM.

1. The Digital Strategy
for

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