IBM has named Bob Lord, former
president of AOL and global CEO at Publicis’ Razorfish, as its chief digital officer.
In his new gig, Lord will manage IBM’s digital presence and operations, and run its digital
platform, sales and marketing.
The move is the latest among a spate
of recent announcements by IBM that signal it's moving deeper into the world of marketing services and data.
It may be positioning itself to compete with marketing cloud and analytics platform
providers such as Adobe and Oracle.
In late March, IBM said it would acquire Bluewolf, a Salesforce.com consultant. And in January, IBM closed on its acquisition of The Weather Company’s
business-to-business, mobile and cloud-based Web properties (including weather.com and Weather Underground), The Weather Company brand and WSI, its global business-to-business brand.
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IBM also
acquired digital shop Ecx.io, brand experience firm Resource/Ammirati and design agency
Aperto. Last year, it acquired Clearleap, a multiscreen video platform specialist and provider of cloud-based video streaming services.