Agile marketer
As businesses go from a one-size-fits-all approach to providing personalised experiences, the need to listen to the customer - and for signals - becomes key in marketing, says IBM's Michelle Peluso.
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"PASSIONATE" is a word IBM chief marketing officer Michelle Peluso uses often - to describe how she feels about the vast amounts of new data and technology available to marketers; about Agile as a discipline; and about the notion that it's the men who need to step up and make the difference when it comes to gender diversity in the workplace.
Take the data deluge that is flooding the world. "There's an unprecedented amount of data at our fingertips now, really changing the craft," Ms Peluso says. "It has allowed marketers to be the growth drivers of companies."
Marketing has also become a technologically more advanced profession because "there's such a proliferation of technology and capabilities - allowing us to personalise experiences, to leverage things like artificial intelligence (AI) or even blockchain media".
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