Schedule a Demo
Does My Company Subscribe?
CMO, General Electric
General Electric (GE) has been around for more than a century, but the company isn’t stuck in its ways. From industrial power generators to washing machines, GE is connecting technology to the internet in new ways and developing new-age marketing campaigns to match. Linda Boff, GE’s CMO, spoke with eMarketer’s Maria Minsker about the organizational changes the company has made in response to the onset of the digital age.
eMarketer: Define digital transformation. What has it meant for your business?
Linda Boff: We’re a 125-year-old startup. Today, we’re not only making world-class machines but also connecting them to people and other machines so that they can be monitored, optimized and diagnosed for potential problems. We’re investing in additive manufacturing, literally printing jet engine nozzles and opening factories. The teaming of hardware, software and analytics to unlock, collect and deliver insights has a huge potential impact on productivity and efficiency for both GE and our customers.
Criteria that Influence US Ad/Marketing Professionals to Purchase from a Data Management Platform (DMP), Jan 2018 (index*)
Expected Change in US SMB Ad Spending, by Media/Format, Jan 2018 (% of respondents)
Percent of Ad/Marketing Budget Allocated to Traditional* vs. Nontraditional** Agencies According to US Senior Marketers, Oct 2017 (% of respondents)
Current vs. Planned* Allocation of Digital Ad/Marketing Budget to Software/In-House Automation According to US Senior Marketers, Oct 2017 (% of respondents)
Expected Change in 2018 Digital vs. Total Ad/Marketing Budget According to US Senior Marketers (% of respondents)
General Data Protection Regulation (GDPR): What Companies Need to Know Now
Artificial Intelligence for Marketers: The Future Is Already Here
Nokia Dives into Virtual Reality Advertising with ‘Healthier Together’ Campaign
Marketers in India Still Reluctant to Spend Big Despite Sizable Digital Opportunities
What Marketers Prioritize When Choosing DMPs
Melding Marketing and Ad Tech a Challenge for B2C Companies