Digital Marketing Live! 2014 - IBM - Kirsten Haver

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INNOVATE OR DIE - DE TOEKOMST VAN DIGITALE SALES EN MARKETING
Naast een aantal tastbare wapenfeiten, zoals het winnen van de internationale DMA Echo Award en een SAN nominatie, is Kirsten Haver Droeze simpelweg een marketeer in hart en nieren met passie voor het vak. Geschoold in de studie en opgeleid in het bedrijfsleven. Haar drijfveren; het zijn van een kleine ondernemer in een grote organisatie met oog voor een juiste balans tussen strategie, ROI en creativiteit.

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Digital Marketing Live! 2014 - IBM - Kirsten Haver

  1. 1. INNOVATE or DIE The future of (digital) marketing @Digital Marketing Live Mei 2014
  2. 2. © Copyright IBM Corporation 2014 • All rights reserved @Kirsten_HD #whateverhashtagyouliketoday #DML14 #CMO #SmarterMarketing #SmarterCommerce #engagement #digital #personalization #cloud #change #freezeduckormove #bigdata #marketing #mobile #social #ibm #millennials #customercentric #personalization #analytics #DML14 #righttime #context
  3. 3. © Copyright IBM Corporation 2014 • All rights reserved Share a few marketing perspectives from IBM (and myself) Kirsten Haver Droeze, 30 of iets ouder, IBMer, doet iets met marketing, passie voor earned media, woont in Utrecht en werkt in Amsterdam, tennist, kleine ondernemer in grote organisatie, is sinds 2006 bij IBM, heeft communicatie gestudeerd, is social op een mobile manier.
  4. 4. © Copyright IBM Corporation 2014 • All rights reserved© 2013 IBM Corporation We live in interesting times
  5. 5. © Copyright IBM Corporation 2014 • All rights reserved 90% 32%Of customers expect personalization...... only Source: IBM Institute for Business Value and Center for Applied Insights And yet....there is a gap ......of the companies apply it
  6. 6. © Copyright IBM Corporation 2014 • All rights reserved Source: Question B4 What kind of digital strategy does your enterprise have?; n=2,869 Integrated digital-physical strategy Limited digital strategy No Digital strategy 31% 33% 36% The next wave of innovation
  7. 7. © Copyright IBM Corporation 2014 • All rights reserved #ED2014WE This is our time: Stay still, duck or move
  8. 8. © Copyright IBM Corporation 2014 • All rights reserved 8 Technology is changing the way we live our lives
  9. 9. © Copyright IBM Corporation 2014 • All rights reserved But technology is not making us less social
  10. 10. © Copyright IBM Corporation 2014 • All rights reserved Technology enables new ways of collaboration
  11. 11. © Copyright IBM Corporation 2014 • All rights reserved Opening new opportunities for partnerships and growth
  12. 12. © Copyright IBM Corporation 2014 • All rights reserved 3 profound technology changes that impact our world Data as the new basis for realizing competitive advantage.
  13. 13. © Copyright IBM Corporation 2014 • All rights reserved 3 profound technology changes that impact our world Data as the new basis for realizing competitive advantage. Cloud demands, and enables new business models.
  14. 14. © Copyright IBM Corporation 2014 • All rights reserved Data as the new basis for realizing competitive advantage. Cloud demands, and enables new business models. Engagement the new world of empowered individuals. 3 profound technology changes that impact our world
  15. 15. © Copyright IBM Corporation 2014 • All rights reserved It does change the job and skill set we need as marketeers
  16. 16. © Copyright IBM Corporation 2014 • All rights reserved And will change how we organize ourselves
  17. 17. © Copyright IBM Corporation 2014 • All rights reserved Since (y)our client wants a different way to interact
  18. 18. © Copyright IBM Corporation 2014 • All rights reserved And is more demanding ….
  19. 19. © Copyright IBM Corporation 2014 • All rights reserved #ED2014WE Just imagine connecting with the next generation
  20. 20. © Copyright IBM Corporation 2014 • All rights reserved The digital centric customer
  21. 21. © Copyright IBM Corporation 2014 • All rights reserved But yet as marketers we are not capturing the opportunity
  22. 22. © Copyright IBM Corporation 2014 • All rights reserved #ED2014WE Stay still, duck or move
  23. 23. © Copyright IBM Corporation 2014 • All rights reserved Time for reinvention by leveraging technology disruptors
  24. 24. © Copyright IBM Corporation 2014 • All rights reserved #ED2014WE #1 Know your customer......in context
  25. 25. © Copyright IBM Corporation 2014 • All rights reserved #2 How to market: from real time to right time
  26. 26. © Copyright IBM Corporation 2014 • All rights reserved #ED2014WE #3 Be personal relevant and rewarding experiences
  27. 27. © Copyright IBM Corporation 2014 • All rights reserved #4 Co-create: establishing a win:win with the customer
  28. 28. © Copyright IBM Corporation 2014 • All rights reserved #ED2014WE #5 Continuously improving
  29. 29. © Copyright IBM Corporation 2014 • All rights reserved Understand Engage Optimize Break the silos and barriers
  30. 30. © Copyright IBM Corporation 2014 • All rights reserved Description Mobile solution for tracking cellular phones and pushing targeted offers to customers in-store or in close proximity Data Flows Customer Tracking Offer Generation POS & Inventory Management 1 Get customer location 2 Compare customer location to store layout 3 Trigger real-time personalized offer engine 3a Get customer data 3b Check pricing data 3c Check inventory 4 Make offer 5 Customer purchases 6 Update inventory Database Existing service Security / theft prevention SMS / email Pricing data Customer data Real-time granular view of store layout Business logic Online / MobileSupply chainMerchandisingMarketing & promotions Store Customer data Pricing data External customer data Third-party location data Inventory management Promotions data Warehouse data Pricing guidelines 1 2 3 3b 3c 3b 5 4 5 6 6 Self- checkout Real-time personalized offer engine 3a 3b 3a 3b 3c App New needs Social media data 3a 1 7 7 Deactivate security / theft prevention mPOS POS
  31. 31. © Copyright IBM Corporation 2014 • All rights reserved Since we do not want to wake up tomorrow like….
  32. 32. © Copyright IBM Corporation 2014 • All rights reserved 32
  33. 33. © Copyright IBM Corporation 2014 • All rights reserved Legal Disclaimer © IBM Corporation 2014. All Rights Reserved. The information contained in this publication is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained in this publication, it is provided AS IS without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this publication or any other materials. Nothing contained in this publication is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software. References in this presentation to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or capabilities referenced in this presentation may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any way. Nothing contained in these materials is intended to, nor shall have the effect of, stating or implying that any activities undertaken by you will result in any specific sales, revenue growth or other results. All customer examples described are presented as illustrations of how those customers have used IBM products and the results they may have achieved. Actual environmental costs and performance characteristics may vary by customer. IBM, the IBM logo, Lotus, Lotus Notes, Notes, Domino, Quickr, Sametime, WebSphere, UC2, PartnerWorld and Lotusphere are trademarks of International Business Machines Corporation in the United States, other countries, or both. Unyte is a trademark of WebDialogs, Inc., in the United States, other countries, or both. Microsoft and Windows are trademarks of Microsoft Corporation in the United States, other countries, or both. Other company, product, or service names may be trademarks or service marks of others.

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