Rob Enright, a Digital Experience Strategist with IBM spoke about integrating Marketing Management with IBM Digital Experiences. Customer expectations are soaring, yet it takes time to build your digital experience to keep up or even get ahead of those expectations.
Here are several themes IBM is focusing on:
- “Insight to Action” with a few clicks – this will require more and more automation of the
- Manage omni-channel campaigns that are coordinated across the channel. This requires orchestration across departments and systems.
- Self learning digital recommendations will require complex software that can take in basic input and learn new rules as they become apparent.
Rob talked about how technology can help these areas. Interactive optimization is like having a good conversation. The result is the customer having a feeling that you are talking directly with them. Marketers need to listen and understand, then decide what to say next. After that the marketer can then respond in the conversation. 
Within IBM Digital Experience we can combine content personalization with marketing messages. Content is managed and personalized by WCM, while marketing messages may come from other places.
IBM Interact connects to IBM Digital experience using IBM Interact Spot portlets. These portlets display content identified by the Interact campaign system. Interact ties in to Digital Experience through offer codes set up on IBM Interact and then entered into Digital Experience.
IBM also has a Marketing Center Spot portlet that will integrate IBM Marketing Center in with Digital Experience. Messages injected my Marketing center are not Web Content managed by IBM WCM. Rather, the messages are managed in Marketing Center and injected at runtime.
Marketing integration has been a hot topic and IBM is doing a good job of making sure it’s marketing products are integrating with Digital Experience.
