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Four essential steps to digital marketing optimisation

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The whitepaper showcases the four essential steps necessary for digital marketing optimization.

The whitepaper showcases the four essential steps necessary for digital marketing optimization.

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  • 1. Four essential steps to digital marketing optimization How marketers can dissolve silos and turn visitors into repeat customers through continuous engagement across digital channels and devices
  • 2. 2 1 2 3 4 Siloed marketing is no longer good enough Out-innovating your connected customers Dissolve analytic silos Deliver an omni-channel experience 5 6 7 Maximize the moment Continuously measure, manage and improve Accelerate your path the value with IBM Digital Marketing
  • 3. Four essential steps to digital marketing optimization Siloed marketing is no longer good enough Out-innovating your connected customers Dissolve analytic silos Deliver an omni-channel experience Maximize the moment Continuously measure, manage and improve Accelerate your path the value with IBM Digital Marketing 3 Today’s customers don’t think in terms of channels. But marketers do. And that’s one of the greatest challenges facing marketing today. Customers expect a consistent and relevant experience whether they engage over a laptop or mobile app, social media or inside a store, a marketing email or your call cen- ter. Marketers, meanwhile, are busily optimizing channels silo by silo. While that’s good, it’s no longer good enough. To drive revenue and loyalty, marketers need to raise their sights toward achieving continuous customer engagement across all channels. Traditional marketing silos need to be dissolved so that each channel works in concert—not in competition—with others. Digital marketing is inherently measurable and generates data that can be used across all channels, and is therefore naturally at the center of omni-channel marketing. Siloed marketing is no longer good enough Siloed marketing is no longer good enough That’s especially true as smartphone and tablet usage continues to soar. Consider: Mobile devices accounted for 40 percent of all US online retail web traffic on Black Friday 2013, up 34 percent from a year earlier, according to the IBM Digital Analytics Benchmark service. Black Friday mobile sales also grew, to 22 percent of all online sales, a 43 percent increase over 2012. With mobile devices and social media, customers have rewritten the rules of how they interact with brands and purchase goods and services. As customers hopscotch across channels and devices, marketers who offer a valued experience at every touchpoint will reap the rewards of better marketing performance and profitability. 21% increase in online retail sales 45% increase in mobile traffic 55% increase in mobile sales Figure 1: U.S. data for Cyber Monday 2013. Source: IBM Digital Analytics Benchmark.
  • 4. Four essential steps to digital marketing optimization Siloed marketing is no longer good enough Out-innovating your connected customers Dissolve analytic silos Deliver an omni-channel experience Maximize the moment Continuously measure, manage and improve Accelerate your path the value with IBM Digital Marketing 4 Delivering a consistent customer experience across all channels is a top priority in marketing in all industries. In retail, for instance, 84 percent of marketers name a con- sistent experience the most important aspect of an omni- channel strategy, a Retail Systems Research survey found. Yet vision remains far from reality. Out-innovating your connected customers A key reason: Customers have leveraged technological innovation in smartphones, tablets and social media, leaving marketers to play catch-up. Can digital marketers counter this wave of innovation with innovations of their own? The answer is a decided “yes”—and leading com- panies are already doing so. Out-innovating your connected customers IBM is committed to equipping digital marketers with solutions to move from marketing siloed in email, website, social media, mobile and advertising toward a cohesive framework that uniformly and continuously engages customers across all digital channels. And this pays off. Many IBM customers achieve results such as 3x higher sales per email sent, 15x higher ROI on display ads and 70 percent increase in cross-sell revenue. With a focus on a single customer view across all touch- points, real-time offers, analytics and cross-channel integration, leading marketers are dramatically more effec- tive than the majority that labors on with the status quo. For instance, leaders are 5.6x more effective in their use of optimization technology across channels, according to IBM’s annual survey of global marketers for 2013. How do you get there? The move to digital marketing optimization involves four essential steps of dissolving analytic silos, delivering an omni-channel experience, maximizing the moment with real-time engagement, and continuously measuring and improving results. Silos between analytics marketing execution, merchandising and content From: To: Break down silos to better engage customers and deliver exceptional customer experience Silos between channels and devices Omni-channel marketing delivering the right experiences via the right channel every time “One-size-fits-all” marketing Maximize the moment with real-time and predictive analytics to delight customers in context Average success rates Consistently measure and improve results such as conversion rates, repeat sales Figure 2: The four essential steps to digital marketing optimization.
  • 5. Four essential steps to digital marketing optimization Siloed marketing is no longer good enough Out-innovating your connected customers Dissolve analytic silos Deliver an omni-channel experience Maximize the moment Continuously measure, manage and improve Accelerate your path the value with IBM Digital Marketing 5 Dissolve analytic silos Step 1 Each of your customers is unique. Ideally, your marketing communications to customers would be as unique as they are, with a personalized flavor that reflects their interests and activity. That’s not possible when you have a fragmented customer view across channels, devices and programs. Satisfying the ever-growing customer demand for a seam- less brand experience requires analytics that stitches together a single customer picture from all digital channels —website, email, mobile web and app, SMS text, social media and digital advertising. As channel and device choices continue to grow, this need is only increasing. The best marketers treat each customer as an individual within a system of engagement that creates mutual value at every touchpoint. By matching higher customer expec- tations with deeper customer insights into who they are and what they want, marketers are delivering the right message to the right person over the right channel at the right time. IBM Digital Analytics supplies a unified data foundation that spans devices and channels, analytics and marketing execution, digital marketing and merchandising, and other areas to form a single picture of all customer transactions and interactions. For example, pathing capabilities in IBM Digital Analytics let you explore interaction sequences leading to conversion (Figure 3). With these insights, you’re positioned to engage each customer at points most likely to succeed. And with the IBM Tealeaf® customer experience manage- ment solution, you can go beyond the “what” of digital activity to understand the root-cause “why” behind online conversion or transaction failure or other issues. Figure 3: Pathing in IBM Digital Analytics illustrates interaction sequences, across time and devices, leading to conversion. Dissolve analytic silos IBM Digital Analytics: Gain insight from digital analytics and comparative benchmarks using a cloud solution. ibm.com/software/products/digital-analytics
  • 6. Four essential steps to digital marketing optimization Siloed marketing is no longer good enough Out-innovating your connected customers Dissolve analytic silos Deliver an omni-channel experience Maximize the moment Continuously measure, manage and improve Accelerate your path the value with IBM Digital Marketing 6 Video: Know your customer Video: Optimize the customer experience Marketers need to go beyond demographic segments to understand customers individually. Visit www.youtube.com/watch?v=b82Quinl7ac Identify and eliminate problems customers experience in digitally interacting with your brand. Visit www.youtube.com/watch?v=NXZE71KddZE Dissolve analytic silos Know your customer to optimize their experience Today, the vast amount of data that customers are generating lets marketers understand customers not just as segments or targets, but as actual individuals. Leading businesses are leveraging this understanding of their customers to deliver relevant experiences that drive loyalty and profitability.
  • 7. Four essential steps to digital marketing optimization Siloed marketing is no longer good enough Out-innovating your connected customers Dissolve analytic silos Deliver an omni-channel experience Maximize the moment Continuously measure, manage and improve Accelerate your path the value with IBM Digital Marketing 7 With a single customer portrait from a unified data founda- tion, you’re ready to put insight into action, either with automation or a couple of clicks. IBM gives you the tech- nology you need to continuously engage customers in a relevant and interactive dialogue based on current and past behavior, across any digital channel. With digital campaign management, you can synchronize personalized marketing across touchpoints. For instance, if a registered customer browsed a product on a website or abandoned an item in a shopping cart, follow up with a personalized product-specific or brand-specific email or mobile message. IBM lets you create a “surround sound” marketing environment and the seamless omni-channel experience that customers want. Retargeting site visitors with display ads, either immedia- tely after they leave a site or in the days to follow, reminds shoppers of your brand and drives return visits and con- version. Location-based targeting to GPS-enabled devices opens new avenues for businesses to incent customers when they’re in or near a store. You don’t need a legion of marketers and IT personnel to succeed. IBM marketing customers typically report double -digit and triple-digit gains in productivity because of ease of use. Marketers have hands-on control and flexibility to scale hundreds of campaigns across many thousands of customers in an integrated and automated environment. Deliver an omni-channel experience White paper: Omni-channel Product Recommendations: Maximizing Impact and Customer Engagement Read this white paper discover the benefits of omni-channel recom- mendations, and learn best practices for driving increased revenue and customer engagement. Visit: ibm.biz/BdRV7t Deliver an omni-channel experience Step 2
  • 8. Four essential steps to digital marketing optimization Siloed marketing is no longer good enough Out-innovating your connected customers Dissolve analytic silos Deliver an omni-channel experience Maximize the moment Continuously measure, manage and improve Accelerate your path the value with IBM Digital Marketing 8 There’s no better time to interact with customers than when they’re engaging with your brand. Marketers who lack capabilities for real-time personalized interaction are leaving money on the table and opening the door for fickle shoppers to depart without a purchase, and with no incentive to return. To maximize your returns, look to maximize the moment. The best marketing teams are backed by real-time tech- nology that lets them orchestrate engagement at points of peak consideration—when customers are browsing a website or Facebook page, writing reviews or using a mobile app. You win more than a single purchase. You also build loyalty and return business by demonstrating that you understand the customer. For instance, real-time product and content recommen- dations are proven to enrich customer engagement and drive revenue. IBM technology automates presentation of cross-sell or alternative products as a shopper browses a site or prepares to check out, using current session, historical data and business rules for personalization. Displaying data-driven offers increases conversion and average order value. Similarly, for businesses that are oriented to delivering content instead of products, dis- playing related content, from a how-to guide to a user forum, extends time on site. Maximize the moment Real time can expand beyond digital channels to encom- pass physical and call center environments with IBM Cross-Channel Marketing Optimization. For example, brick-and-mortar retailers can engage in-store shoppers with mobile apps, and equip store associates and digital kiosks with capabilities to deliver a personalized based on a customer’s presence in-store. Similarly, call center agents can access unified customer records and pitch recom- mendations based on that customer’s history. Video: Real-time marketing Learn how IBM real-time marketing can help you engage customers at points of peak interest. Visit www.youtube.com/watch?v=G10m6vFpoAg Maximize the moment sees 75% sales leap S&S Worldwide, a distributor of arts and crafts and sporting goods products, upgraded from a manual approach to IBM Product Recommendations to deliver real-time personalized recommendations to site visitors. Recommendations-driven sales leapt 75 percent, while related IBM marketing solutions helped S&S gain 33 percent in click-to-order conversions and 50 percent in its email open rate. ibm.biz/BdRVWx Step 3
  • 9. Four essential steps to digital marketing optimization Siloed marketing is no longer good enough Out-innovating your connected customers Dissolve analytic silos Deliver an omni-channel experience Maximize the moment Continuously measure, manage and improve Accelerate your path the value with IBM Digital Marketing 9 Continuously measure, manage and improve Customer behavior is constantly changing. A digital marketing campaign that excelled six months ago could flop tomorrow as customer channel and device preferen- ces change, and new habits and interests emerge. You recognize the need to closely monitor marketing perfor- mance, but siloed programs and delays get in the way of an accurate, real-time picture of your success. Measuring campaigns and interactions by silos can gene- rate misleading results, undermine overall performance and lead you to misallocate marketing spend. With IBM, you get a unified foundation for continuous measurement and improvement across all your channels. For example, sophisticated channel attribution gives you an accurate representation of the influence of customer interactions over multiple channels and devices over time. And with measurement, you gain essential insights into how your customers use mobile devices. For example, smartphones are more popular for browsing, but more customers purchase over tablets, according to the free IBM Digital Benchmark service, based on data from more than 800 retailers, which lets you compare your perfor- mance against your vertical and sub-vertical. Those distinctions are critical to shaping your mobile strategy. To align your disparate marketing stakeholders and maxi- mize results, IBM digital marketing solutions supplies visibility and control over end-to-end marketing manage- ment, from campaign initiation to reporting and analysis. Continuously measure, manage and improve IBM Digital Analytics Benchmark Compare your website performance against industry peers and competitors for optimum performance insight. ibm.biz/BdRVWD Video: Realizing the value of marketing attribution Find out how to gain unprecedented levels of insight into every campaign and analyze the impact and returns of marketing. Watch now: www.youtube.com/watch?v=Pwpao6eMFeU Step 4 White paper: Digital marketing attribution: More relevant than ever Explore how IBM enables you to measure marketing success across multiple channels and campaigns. ibm.biz/BdRVWc
  • 10. Four essential steps to digital marketing optimization Siloed marketing is no longer good enough Out-innovating your connected customers Dissolve analytic silos Deliver an omni-channel experience Maximize the moment Continuously measure, manage and improve Accelerate your path the value with IBM Digital Marketing 10 Accelerate your path to value with IBM digital marketing solutions Business expectations for marketing to execute customer- centric programs and deliver quantified results that streng- then the top line are higher than ever. As competition and pressure intensifies, marketers have to move quickly to realign their processes and systems to the new “custo- mer in charge” reality. Putting the customer at the center of the business is the core principal of IBM’s Smarter Commerce initiative. Our cloud-based marketing solutions are geared for rapid implementation and ease of use that enable leading mar- keters to accelerate the path to value. With rich data collection, analytics and tightly integrated marketing exe- cution, IBM digital marketing solutions opens new opportunities to connect with more customers in more meaningful ways over more channels and devices. No matter where you are in the journey to digital marke- ting optimization, the modular IBM digital marketing solutions solution offers you multiple points of entry with flexibility to grow. Through the fusion of real-time web analytics, customer profiles and digital marketing testing and execution, IBM empowers your marketers to deliver a personalized and compelling experience throughout each customer’s lifecycle. A cloud-based solution, IBM digital marketing solutions enables you to scale across thousands of campaigns and millions of customers, with speed not possible with stand-alone applications. At the same time, it lets you en- gage each customer one on one with relevant content and offers that turn site visitors into repeat customers and brand evangelists. IBM digital marketing solutions can help you: • Drive digital marketing with a complete picture of the customer • Target customers for personalization across all channels and devices • Gain deep analytic insights into customers, campaigns and channels • Go from insight to action in a few clicks, and automate campaigns based on customer behavior • Accurately attribute success by channel and optimize your ongoing efforts When you deliver a meaningful and rewarding shopping and brand experience consistently across channels and devices, customers remember you. You gain repeat buyers and loyal advocates who recommend your business to others, both via circles of friends and positive reviews of your products and services. That’s the foundation of sus- tainable marketing success. Accelerate your path the value with IBM Digital Marketing IBM digital marketing solutions: Turn site visitors into repeat customers and loyal advocates by orchestrating a compelling experience through each customer’s lifecycle. ibm.biz/BdRVWR
  • 11. Four essential steps to digital marketing optimization Siloed marketing is no longer good enough Out-innovating your connected customers Dissolve analytic silos Deliver an omni-channel experience Maximize the moment Continuously measure, manage and improve Accelerate your path the value with IBM Digital Marketing 11 Smarter Commerce: An integrated approach IBM Smarter Commerce is designed to help companies orchestrate the ecosystem to consistently deliver opti- mum experiences throughout the customer journey and drive profitable growth. It includes buy, market, sell and service processes that put the customer at the center of decisions and actions to improve customer loyalty, profi- tability and agility. Smarter Commerce solutions are available on premise or through Cloud and Software-as-a-Service (SaaS). IBM offers more than 100 SaaS solutions that are designed to help organizations accelerate business process inno- vation, make impactful and informed decisions through analytics, and collaborate throughout the value chain to become a truly customer-centric organization. The IBM integrated portfolio for Smarter Commerce includes consulting and services, advanced analytics, infrastructure, managed services and a set of industry- leading solutions for the commerce cycle core business processes of buy, market, sell and service. Learn more at ibm.com/smartercommerce.
  • 12. ZZW03286-USEN-00 Please Recycle © Copyright IBM Corporation 2014 IBM Corporation Software Group Route 100 Somers, NY 10589 Produced in the United States of America May 2014 IBM, the IBM logo, ibm.com, Tealeaf and Smarter Commerce are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at www.ibm.com/legal/copytrade.shtml. This document is current as of the initial date of publication and may be changed by IBM at any time. Not all offerings are available in every country in which IBM operates. The performance data and client examples cited are presented for illustrative purposes only. Actual performance results may vary depending on specific configurations and operating conditions. THE INFORMATION IN THIS DOCUMENT IS PROVID- ED “AS IS” WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTY OR CONDITION OF NON-INFRINGEMENT. IBM products are warranted according to the terms and conditions of the agreements under which they are provided. 1 Retail Systems Research, “Omni-channel 2013: The Long Road to Adoption,” June 2013. 2 IBM, “The State of Marketing 2013: IBM’s Global Survey of Marketers,” July 2013.