<p>THE universe for marketers has changed, and companies that do not understand how to engage with their customers and personalise contact across all platforms will not survive, according to IBM's chief marketer.</p><p>Yuchun Lee, vice-president of enterprise marketing for IBM, who also achieved fame as one of the so-called gambling gurus whose story was made into a book and film, said successful marketing should feel like a service.</p><p>''The whole paradigm of marketing has shifted away from sales and promotions,'' he said. ''Any company that's going to survive needs to have a system of engagement in place, that's the only system that allows you to personalise communication on a large scale.''</p><p>Mr Lee said software now allowed marketing to be far more targeted. For example, instead of sending the same email to everyone, a company could break up its client base into 200 different segments, with different messages sent to each one. He said there had also been huge advances in measurement tools.</p><p><a href="http://www.brisbanetimes.com.au/business/media-and-marketing/ibm-chief-stresses-role-of-precision-marketing-20120920-269bq.html">Keep reading...</a></p>