BC Tip: IBM – A smart campaign page?

IBM has a sprawling web estate with many blogs dotted around it – and a page which tries to bring order to the disorder

IBM’s ‘Let’s put smart to work’ page

IBM’s ‘Let’s put smart to work’ page

The Feature

IBM created a portal page as part of its 2018 ‘Let’s put smart to work’ brand campaign to help direct users to relevant material around its large digital estate.

The portal has several videos, presumably created as part of the campaign, as well as links to upcoming events.

An ‘Industries’ area on the page collates links to case studies and blogs in other parts of IBM.com, such as its Internet of Things Blog.

What appears to be a navigation bar at the top of the page takes users to dedicated IBM sites for products or services, such as Watson.

The Takeaway

The creation of a page to support a campaign by making use of existing materials is, in many cases, a sensible idea, especially if the campaign itself directs users there.

IBM’s page certainly gives users a good idea of the wide range of engaging stories it has produced, which demonstrate how the company’s services can help its customers in many different industries.

But the problem with this particular page is that it has no obvious home in the IBM estate – indeed we stumbled across it rather than finding it through IBM’s navigation.

It is still being updated, as the advertisement for an upcoming event shows, and the information it showcases is still relevant, but we suspect that few users will be finding the page now, some months after the campaign’s launch.

None of the links we found on the page - including the ‘navigation bar’ - indicated where the user was being taken, even though IBM.com is effectively a vast federation of microsites and blogs with at best loose connections to each other. So users who follow the links will likely end up disorientated in one part or another of the estate.

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If you have a query or for more information about Bowen Craggs, please contact Dan Drury: ddrury@bowencraggs.com.