NEW YORK, Sept. 23, 2019 /PRNewswire/ -- IBM (NYSE:
IBM) and Adweek, LLC today launched The Institute for Brand
Marketing™, a new program designed to educate marketers in
collaboration with IBM Watson Advertising and Adweek. Available
today on adweek.com/ibm, the program offers marketers complimentary
interactive online courses and live educational experiences to help
cultivate their skills and knowledge to advance in a disruptive
marketplace.
According to a recent study by the Economist Intelligence Unit,
more than 80 percent of marketers will rely on technology to engage
customers over the next three to five years, yet today's marketers
lack the resources to learn about the latest
innovations. Plagued by time, budget and resource constraints,
many marketers find it difficult to keep pace with rapid technology
innovation and fail to understand how mastering emerging solutions
can help engage audiences.
The Institute for Brand Marketing™ in collaboration with IBM
Watson Advertising and Adweek, is designed to help fill a void in
the marketplace, offering these digital resources in two courses,
each including 12 practical lessons rolled out over 12 weeks. The
first course, "Advanced Marketing Technologies," focuses on how
marketers can apply technologies like machine learning, artificial
intelligence, and blockchain to help address their everyday
business challenges. In the future, the Institute for Brand
Marketing™ plans to offer a second course, "Monetizable Engagement." In addition, the program will
offer online and live learning resources including articles and
webinars that will be accessible via adweek.com.
"We've seen firsthand that AI adds incredible value to marketing
campaigns, helping brands build connections with consumers in
real-time," said Randi Stipes, Chief
Marketing Officer for IBM Watson Advertising, IBM Watson Media and
The Weather Company, an IBM Business. "We recognized a void and
collaborated with Adweek to create a curriculum based on emerging
technology to arm marketers with information to help them excel in
the marketplace."
The Institute for Brand Marketing™ will also come to life via
live events to connect peers with key thought leaders across the
marketing industry including experiential workshops at Adweek
events like Brandweek (November 3-6;
Palm Springs, CA) and Elevate: AI
(2020).
"Learning how to apply new technologies like blockchain and AI
and create engaging, monetizable customer experiences are the types
of skills becoming increasingly more important in today's
ever-evolving industry," said Jeffrey
Litvack, Chief Executive Officer at Adweek. "This program
will help address the need for more education, training and
actionable practices for today's brand marketers, and we're excited
that our community will now have access to this coursework."
For 40 years, Adweek has been a beacon for the advertising and
marketing community, navigating the rapid changes, global trends
and societal implications of the ever-evolving industry. Adweek's
mission since its launch in 1979 remains the same: how to help
engaged executives and creatives do their jobs better.
About Adweek
Adweek is the leading source of news and insight serving the brand
marketing ecosystem. First published in 1979, Adweek's
award-winning coverage reaches an engaged audience of more than 6
million professionals across platforms including print, digital,
events, podcasts, newsletters, social media, and mobile apps. As a
touchstone of the advertising and marketing community, Adweek is an
unparalleled resource for leaders across multiple industries who
rely on its content to help them do their jobs better.
About IBM Watson Advertising
IBM Watson Advertising,
formerly The Weather Company's ad sales division, uses IBM Watson,
the world's leading AI technology, to unlock data and insights to
help marketers make better decisions. To learn more,
visit ibm.com/watson-advertising.
For more information about the Institute for Brand Marketing™ in
collaboration with IBM Watson Advertising, please visit
adweek.com/ibm. For more information about IBM, visit ibm.com.
Contact:
Megan Levinson
IBM Media Relations
megan.levinson@ibm.com
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SOURCE IBM