So, what are the main sources of concern? We probed more deeply to find out whether CMOs feel equipped to manage the impact of 13 key market factors. Alarmingly, more than 50 percent of respondents think they are underprepared to manage all but two: regulatory considerations and corporate transparency.
Cross-channel Interaction History provides the capabilities of storing campaign contact touches (stimuli) as well as responses for all interactive channels. This is stored at the individual level, which makes it very easy for Attribution Modeler and the Performance reports to aggregate. Initially the capability focuses on directly managing interaction data from Unica legacy products and web analytics data from Coremetrics, but can leverage data from non-Unica campaign management contact repositories, email providers, and other web analytics tools through configuration and data mapping. In the future, the repository will also provide capabilities to include and link contacts and inferred responses from mass media channels, such as TV, radio ads.
Here's how IBM's solution brings together a seamless delivery of rich content and video, social interactions and content and real time insight on wimbledon.com. Taking a tour through Wimbledon.com shows the deep integration capabilities of IBM's web experience software – highlighting the streamlined content management capabilities where business users can rapidly change content in a few minutes and showing a seamless user experience that integrates compelling content alongside real time data and applications like the match analysis tool. NOTE: This slide has a build effect.
Here's how IBM's solution brings together a seamless delivery of rich content and video, social interactions and content and real time insight on wimbledon.com. Continuing our tour.... Wimbledon.com shows the capabilities of IBM's web experience software for integrated social content delivered in the appropriate context for what the user is trying to do – whether its understand a match's strategy or learn more about the player's performance, and the ability to publish consistent content across many social channels, all with the ability for business users to edit the content inline and publish back to the web site in minutes. NOTE: This slide has build effect.
Social media has become an increasingly important tool in our daily lives – helping people connect, communicate and share information. This has forever changed the way people interact. Today, more than 2 billion people use the internet. By the end of this year, Gen Y will outnumber Baby Boomers….and 96% of them have joined a social network. The second largest search engine in the world is YouTube 25% of search results for the World’s Top 20 largest brands are links to user-generated content. And this adoption has happened at an incredible pace. Consider this: to reach 50 million users, it took radio 38 years...it took television 13....it took the internet only 4. Meanwhile, Facebook added 100 million users in less than 9 months…iPhone applications hit 1 billion downloads in 9 months. It's clear we are now in the midst of a revolution. People are using these connections as a primary means of communication, in many cases, replacing other more traditional interactions . Other facts: 00 million tweets sent via Twitter per day 30 billion pieces of content are shared on Facebook each month Wikipedia hosts 17 million articles Source: 20 Stunning Social Media Statistics, Written by Jeff Bullas 66% of online adults use social media platforms such as Facebook, Twitter, MySpace or LinkedIn Smartphone and tablet shipments now outpace PCs Source: Pew Internet & American Life Project Source: IDC Predictions 2 012 : Competing for 2 020
Social media has become an increasingly important tool in our daily lives – helping people connect, communicate and share information. This has forever changed the way people interact. Today, more than 2 billion people use the internet. By the end of this year, Gen Y will outnumber Baby Boomers….and 96% of them have joined a social network. The second largest search engine in the world is YouTube 25% of search results for the World’s Top 20 largest brands are links to user-generated content. And this adoption has happened at an incredible pace. Consider this: to reach 50 million users, it took radio 38 years...it took television 13....it took the internet only 4. Meanwhile, Facebook added 100 million users in less than 9 months…iPhone applications hit 1 billion downloads in 9 months. It's clear we are now in the midst of a revolution. People are using these connections as a primary means of communication, in many cases, replacing other more traditional interactions .
4/29/13 IBM / TCCC Confidential At IBM, we call the path forward Smarter Commerce It starts with putting the customer at the center of your operations – which is itself is not a new idea – however, truly operationalizing it in today’s world of mobile/ social, ‘instant business’ means clients must leverage and act on insights generated through mobile and social commerce. It helps them more effectively buy market sell and service – improving margins, creating new revenue streams – improving efficiency and providing improved outcomes through out their entire value chain
Marketing needs to change to be successful: Put your customer in the centre!
750%71%68%65%63%59%57%56%56%56%55%54%50%The vast majority of CMOs are underprepared to manage the impactof key changes in the marketing arenaUnderpreparednessPercent of CMOs reporting underpreparednessData explosionSocial mediaGrowth of channel and device choicesShifting consumer demographicsFinancial constraintsDecreasing brand loyaltyGrowth market opportunitiesROI accountabilityCustomer collaboration and influencePrivacy considerationsRegulatory considerationsSource: Q8 How prepared are you to manage the impact of the top 5 market factors that will have the most impact on your marketing organization over the next 3 to 5 years?n=149 to 1141 (n = number of respondents who selected the factor as important)Global outsourcingCorporate transparency 47%
Rich Content ContextSocial CommunitiesMobile AnalyticsAchieving Exceptional Customer Web Experiences
12Compelling, current contentSeamlessly integrated experienceTake a spin through Wimbledon.com - an engaging onlineexperience that integrates rich media and analytics...Fresh and dynamiccontent to capturefan interestIntegrated realtime matchanalysis tool
13Inline editing & management for rich mediaIntegrated Social content in context...with dynamic content, social and mobileSeamlessly insertrich media intoweb contentDiverse blogcontentincluding livecoveragemicroblogging5261 FB fans ofwebsite!Few clicks - publish tosocial channelsIntegrated contentacross socialchannels
25The Power of Communities: Self Service à la developerWorksSelect the right productsBuild 21st century skillsGet help during developmentShare knowledge with othersImprove product developmentReach new audiencesAccelerate time-to-marketIncrease productivityDrive innovationBuild constituency“developerWorks offers extensivetechnical content across the board;through articles, tutorials, forums,and blogs – including mostimportantly a lot of non-IBMbloggers, ... podcasts... I can go todeveloperWorks and find answers[and] talk to my peers.”“I am trying to return whatthe Lotus Forums gave mewhen I started, almost 5years ago.”Sebastian Fratini“I use developerWorks as aplatform to interact with aprofessional audience, improveGoMidjets products, and formvaluable connections that jump-started my company.”Tamir Gefen, GoMidjets, Israel“Our developerWorks participationhas … provided us with new leadsin new markets, and increasedoverall usage of VPN- Cubed inthe IBM Cloud.”Ryan Koop, Cohesive FT, USA“developerWorks...is perhaps thelargest and most effective customercommunity weve seen.”Josh Bernoff, Senior VP, Forrester,co-author of the best selling bookGroundswelldeveloperWorks contributesto over $100 million in supportsavings for IBM annuallythrough its use of forums,groups, articles, and blogsMembers Partners IBMDon Best, Executive VP, AMI-Partners** https://www.ibm.com/developerworks/mydeveloperworks/blogs/scott/entry/forrester_s_josh_bernoff_on_empowering_business?lang=en** https://www.ibm.com/developerworks/mydeveloperworks/blogs/scott/entry/ami_partners_talks_social_media_marketing_awards?lang=en_us**
Stefan PfeifferMarketing Lead SocialBusiness EuropeIBM Deutschland GmbHWilhelm Fay Str. 30-3465936 FrankfurtTel +49-7034-643-1233Stefan.Pfeiffer@de.ibm.comTwitter: DigitalNaivBlog: http://digitalnaiv.comVielen Dank!