forumforfuturemarketing

EMM SS2011, Integrierte Martkommunikation

Prof. Dr. Mödinger

IBM’s Smarter Planet

By Lena Holz & Annabell Jahnke

“We can’t solve problems by using the same kind of thinking we used when we created them.”

– Albert Einstein

This famous quote is shown on several of IBM’s websites and represents their way of thinking as well as their way of doing business. Their campaign “Smarter Planet” was one step closer to ’solving the world’s problems’ which in turn means marketing their products. They tried a more modern approach of marketing by indirectly addressing the actual customers of their product. We will have a closer look at this particular campaign and analyze whether it qualifies as part of Human Spirit Marketing or not.