IQ News: All About E: New IBM Site Targets E-Business Market

R/GA Interactive, New York, this week will launch a redesigned e-business Web site for IBM, the first new project from the Armonk, N.Y.-based company since it consolidated its roster of interactive agencies in October.
IBM’s e-business initiative aims to help companies transact business online. The site, ibm.com/e-business, is designed to go deeper into e-business concepts introduced in more general terms in the previous version, according to Pat Belote, program director for e-business marketing with IBM’s Internet division.
“The idea was to get people to come to the Web site and payoff that vision of what e-business is,” said Alex Sherman, director of business development at R/GA. “A lot of people misunderstand e-business. It’s a very complex concept of transforming your entire business.”
The site targets people who implement business strategies and developers, Sherman explained, and is meant to be simple for even those without heavy technology experience to use.
It also describes the “differentiated value” that IBM brings to businesses, Belote said. Those skills include helping them develop a vision and compelling e-business applications to support it, and teaching businesses how to run a responsive, scaleable, safe online environment.
The site includes case studies of e-businesses and shows how clients can use the Internet in areas of their existing business, such as customer service and supply chain management.
Offline advertising by lead agency Ogilvy & Mather, New York, will tie in with the new site. Online banners will also promote the site.