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IBM's Digital Influence Program
Asha Kaul; Varun ThappaCase IVEY-9B13M025-EMarketing, StrategyIn 2011, IBM India was experimenting with social media applications to extend its marketing mix. A social media campaign named Digital Influence was launched to gain market share for the company’s software products, influence groundswell and develop technical evangelists. Within a year, the share of voice and reach for the company’s five software brands increased significantly. However, the company’s marketing and communications director was hesi...Starting at €8.20