Cover Story: Direct Marketer of the Year: Pamela A. Evans, Senior Web Marketing Manager, IBM Software Group
Through the ability to analyze and react to customers' actions online, IBM is able to better target its marketing efforts. "It gives us a lens into what customers want," says Evans. "I think one of the shifts that has occurred in marketing is to have gone from pushing our messages out based on the dates for campaigns to looking at more of a pull strategy where customers choose when and where they're going to be interacting. We've shifted our marketing to be able to intersect that."
For Evans, working in an evolving industry is rewarding: Every day brings fresh challenges and ideas. "I like having the ability to work in a job where every day is different, and I like the fast-changing nature of the industry," she says. "Social networks provide a new way to share and recognize innovative ideas. We learn so much by listening to our customers and participating in online conversations with them. Marketing and communications techniques must adapt to these trends to tap new capabilities from mobile devices, as well as the Internet overall."
Evans has been with IBM for 28 years, and she envisions many more to come. Says Evans, "I never felt like I was enjoying my job as much as I do today. It's the kind of company where you can do that for 28 years and still have new and exciting things to do."
Linda Formichelli is a freelance writer based in New Hampshire. She wrote about marketing to facility managers in Target Marketing's August issue.