Marketing in the Age of Empowered Consumer

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The world is changing rapidly, the client is in control, channels and social media explode.
We need another marketing approach to address these challenges; How can we best tackle these opportunities?

Published in: Business, Technology

Marketing in the Age of Empowered Consumer

  1. 1. Marketing in the Age of the EmpoweredConsumerBring Science to the Art of MarketingRuben BruDirector CEE/MEA, EMM ©2012 IBM Corporation
  2. 2. What We Do IBM’s Enterprise Marketing Management solutions offers proven web and customeranalytics, event detection, cross-channel campaign management, interaction management, online optimization, email marketing , and marketing resource management. Customer and Partner Success Product Leadership  Over 2,500 organizations worldwide  Meeting the needs of:  Tens of thousands of total users – Cross-channel marketers – Online marketers  Extensive service offerings – Marketing services  Local Polish partners  The recognized leader in marketing software solutions Our Mission To power the success of every marketing organization with innovative technology solutions ©2012 IBM Corporation
  3. 3. Table of Contents 1. Trends in Marketing 2. CMO study results 3. Enterprise Marketing Management by IBM 4. Benefits illustrated by Customer StoriesSlide 3 ©2012 IBM Corporation
  4. 4. Businesses are challenged by rapidly changing environments Only 2 of the year 2000’s list of the worlds 10 largest companies are on that list today Supplier lead time is 62% faster than just 2 years agoYears to reach Radio TV Internet Facebook 50M users: 38 Yrs 13 Yrs 4 Yrs 2 Yrs ©2012 IBM Corporation
  5. 5. As a result, the marketing landscape has changed.75% 88% 75%of people dont of CEOs picked of marketers plan tobelieve that “getting closer reorganize by thecompanies tell the to the customer” as end of 2012truth in their top priorityadvertisementsSources:•Yankelovich,•2010 IBM CEO Study•January 2009 “Marketing Technology Adoption 2009”, Forrester Research ©2012 IBM Corporation
  6. 6. The web has moved from a network of content to anetwork of people who shape your brand is perceived. I have 10,000 I received a followers and can compelling convince them all competitive offer andthat your product is am about to defect terrible I always post I expect your positive reviews promotions to be when I’m satisfied relevant to me – with products and not for things I service never buy ©2012 IBM Corporation
  7. 7. Table of Contents 1. Trends in Marketing 2. CMO study results 3. Enterprise Marketing Management by IBM 4. Benefits illustrated by Customer StoriesSlide 7 ©2012 IBM Corporation
  8. 8. CMOs admit they are not prepared “From Stretched to Strengthened; Insights from the Global Chief Marketing Study”8 www.ibm.com/cmostudy ©2012 IBM Corporation
  9. 9. Specific challenges reflect growing complexity “From Stretched to Strengthened; Insights from the Global Chief Marketing Study”9 www.ibm.com/cmostudy ©2012 IBM Corporation
  10. 10. Specific challenges reflect growing complexity “From Stretched to Strengthened; Insights from the Global Chief Marketing Study”10 www.ibm.com/cmostudy ©2012 IBM Corporation
  11. 11. Everyone is struggling “From Stretched to Strengthened; Insights from the Global Chief Marketing Study” www.ibm.com/cmostudy11 ©2012 IBM Corporation
  12. 12. Survey question: “is your company doing ‘interactive marketing?’”Currently do this across all channels 10% Most marketers Currently do this across some channels, but not others 50% are trying to do cross-channel, interactive marketing, Plan to do this (next 12 months) 23% but few have fully accomplished it Plan to do this (> 12 months) 6% No plans to do this 11% source: Unica/IBM’s The State of Marketing: Annual Survey of Marketers, 2011 12 ©2012 IBM Corporation
  13. 13. Survey question: “three biggest barriers to ‘interactive marketing?’”Organizational structure, corporate culture or 55% internal processes are not conducive Existing systems and data are too disparate 50% Lack appropriate in-house skills 33% Lack of the right Lack of budget 33% technology is an impediment Difficulty working with internal IT 33% Uncertain ROI 32% Lack of support from upper management/ 24% Lack of an executive sponsor Cost is too high 18% source: Unica/IBM’s The State of Marketing: Annual Survey of Marketers, 2011 13 ©2012 IBM Corporation
  14. 14. Survey question: “biggest bottleneck in your marketing organization?” Measurement, analysis & learning 57% Integrating cross-channel efforts 53%IT support of marketing technology needs 47% Lack of cross-channel, Marketing planning & objectives 43% interactive marketing is a big problem Creative development & strategy 32% Program planning & targeting 31% Channel execution & delivery 31% source: Unica/IBM’s The State of Marketing: Annual Survey of Marketers, 2011 14 ©2012 IBM Corporation
  15. 15. Table of Contents 1. Trends in Marketing 2. CMO study results 3. Enterprise Marketing Management by IBM 4. Benefits illustrated by Customer StoriesSlide 15 ©2012 IBM Corporation
  16. 16. Marketers must integrate marketing across all media Ads PR Paid Earned media media Owned media16 ©2012 IBM Corporation
  17. 17. Integrating marketing is difficult for most marketing organizations Most marketers lack: Paid Earned media media Platform Profile Owned media17 ©2012 IBM Corporation
  18. 18. Enterprise Marketing Management (EMM) is the marketing platform EMM: a comprehensive suite integrating five critical marketing processes – across all media Analyze Decide marketing data to find on the best actionable insights marketing action Collect Deliver data that augments engaging messageseach customer profile and capture reactions Manage marketing processes and measure results 18 ©2012 IBM Corporation
  19. 19. 10 Year Market Leader 19 ©2012 IBM Corporation
  20. 20. New market leader in Web AnalyticsSlide 20 ©2012 IBM Corporation
  21. 21. Table of Contents 1. Trends in Marketing 2. CMO study results 3. Enterprise Marketing Management by IBM 4. Benefits illustrated by Customer StoriesSlide 21 ©2012 IBM Corporation
  22. 22. More than 2500 Organizations Worldwide Depend on IBM’s EMM Solutions Travel / Healthcare &Financial Telecom Retail / Catalog B2B / High Tech Hospitality Insurance ©2012 IBM Corporation
  23. 23. Typical business results reported by EMM users More effective marketing: More efficient marketing: Improved customer value, More campaigns with the same loyalty & retention resources 5-15% increase is typical 2-5x increase is typical Higher online marketing ROI Reduced cycle time for marketing efforts 15x-25x increase is typical 40%-80% reduction is typical Higher campaign ROI Reduced marketing costs 15-30% increase is typical 20-40% reduction is typical Lower customer acquisition Increased response rates costs 10-50% increase is typical 25%-75% reduction is typical Increased order value Other business metrics 15-20% increase is typical revenue, profit, others vary by industry (assets under management, ARPU, #products owned, etc.) 23 ©2012 IBM Corporation
  24. 24. Leading Financial Institutions Rely on IBM EMM Portfolio of Banking Customers 24 ©2012 IBM Corporation
  25. 25. Delivering personalized offers across channels in real time turns inbound interactions into profitable communications Business Need  Outbound campaigns were ineffective – not taking advantage of customer initiated interactions  Needed to create a single, cross-channel, relationship with each customer  Disparate teams managed customer dialogs  Needed to reduce marketing costs Real Results • Relevant, real-time campaigns drive higher response rates • 125M targeted offers served each day across 5 channels – direct mail, email, web, call center, and branches • Dynamic web offers generated 4x as much revenue as a static offer • €20M increase in earnings • Lowered direct marketing cost 35% • Faster campaign cycle times: from 26 weeks per campaign to just 4 weeks ©2012 IBM Corporation
  26. 26. Unica is the Proven Solution for Telecommunications Companies Slovakia Belgium Spain UK Germany Germany Netherlands UK Switzerland Poland Ireland Ireland New Zealand UK France ©2012 IBM Corporation
  27. 27. Real-time Marketing and Location-based SMSAbout the Company Challenges Singapore  Increase usage and cross-sell/up-sell other service lines Telecommunications, Ltd.  Sell mobile advertising opportunities to third-parties Wireless and landline phone and broadband Internet Results provider  Serves real-time offers to agents in call centers and at retail stores to facilitate cross-sell/up-sell  Send offers and advertisements to mobile phones  Cross-sell/up-sell success rate increased from <10% to >40%  Delivery of a compelling customer experience through a unified and relevant dialogue “Unica’s solution arms our call center and retail representatives with the highest-impact offers - in realUnica Solution time - so that we can extend and expand our customer relationships.” Wong Soon Nam, VP of Consumer Marketing, SingTel 27 ©2012 IBM Corporation
  28. 28. Strong Portfolio of Retail Customers 28 ©2012 IBM Corporation
  29. 29. Dialog Across Customer Life Cycle Changing Needs Retention Retained Loyal Customer Recovery Acquisition Up-sell Cross-sellInteractions Prospect Win-Back On-Boarding Re-boarding Segmentation Activation Brand Activities Search Campaigns Customer Experience 29 ©2012 IBM Corporation
  30. 30. Smarter Commerce Global Summit 2012 - Madrid May 22-24: Hotel Auditorium Madrid Link general: http://www-01.ibm.com/software/commerce/summit/emea/index.html Link Marketing (MIS):http://www-01.ibm.com/software/marketing-solutions/marketing-innovation-summit/europe/30 ©2012 IBM Corporation
  31. 31. llSmarter Commerce Global Summit 2012 - Madrid May 22-24: Hotel Auditorium Madrid Redefining commerce in the age of the customer. Bringing together a powerful combination of best practices, new technology and services, marketing and supply chain experts and industryFeaturing… perspectives into an event like no other! 150+ sessions across the Smarter Commerce and1 EMM portfolio with recognized experts, thoughts The conference will showcase: e-commerce leaders and analysts providing market insight! supply chain management2 Smarter Commerce and EMM solutions that will targeted and personalized marketing inspire new ideas and creative approaches that mobile and social commerce drive customer value in the state of the art analytics and insight3 solution center! change management Link general: http://www-01.ibm.com/software/commerce/summit/emea/index.html Link Marketing (MIS): http://www-01.ibm.com/software/marketing-solutions/marketing-innovation-summit/europe/ © 2012 IBM Corporation ©2012 IBM Corporation

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