Marketers Find Web Chat Can Be Inspiring†

Devising Campaigns, IBM, Harrah's Are Guided by What Consumers Are Saying—or Not Saying—Online

Wall Street Journal, November 23, 2009 — International Business Machines and a handful of other major marketers, including casino operator Harrah's Entertainment and software giant Microsoft, are experimenting with developing ad campaigns based in part on what consumers are chatting about on the Web.