November 23 2009
The "Lotus Knows" campaign makes headlines in today's Wall Street Journal:
For decades, advertisers have relied heavily on sometimes-dated consumer surveys and focus groups to provide grist for their ads. Now, some are using new technologies to scan the Web for key words to find out what consumers are--and aren't--saying about their brands. ...The article goes into further details about how Lotus Knows was built along with similar efforts from other advertisers. I'm not sure I agree with the quote (not from Kristen) that asserts that this technology is new in 2009 -- I got into blogging years ago because it meant I didn't have to rely solely on surveys and focus groups -- but the fact that solutions like Elguji's IdeaJam have matured and scaled is a big part of how we are being successful with Lotus Knows as a campaign today.
That insight, says Kristen Lauria, a vice president of marketing and channels at IBM, led to a new print ad with the text "Lotus knows you're trying to reach the person, not their phone."
More Lotus Knows news coming in the next few weeks. Business partners can already find the Lotus Knows marketing kit on IBM PartnerWorld (in English thus far, more coming), so you can incorporate Lotus Knows into your own marketing efforts.
Link: Wall Street Journal (subscription required): Marketers find Web chat can be inspiring > (Thanks, Colleen and Karen)