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How GE uses social tools to support its digital strategies

John Dix | May 22, 2014
Rich Narasaki is global manager, digital marketing in the GE corporate global brand marketing group and, as such, works with and supports the digital strategy efforts of the company's eight primary business divisions. While not a member of the IT team, Narasaki works with IT and marketing constantly, so Network World Editor in Chief John Dix tracked him down to get his perspective on how digital strategy plays out in such a huge operation.

In terms of how it plays out, I liken it to e-commerce back in the late '90s, where you had everybody going, "Wow, there's going to be no more brick and mortar." And then of course things changed in 2000. And now when you look at e-commerce, you just say, "Yeah, it's another channel extension." And that's what's going to happen with social. It's going to be another natural extension with any business. And again, it's going to be held accountable to the value it provides.


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