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Marketing, Technology, and the Empowered Customer

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In an increasingly connected world, consumers are in control. Connected customers demand connected marketers. Marketers must move beyond their silo and focus on business results. They will only …

In an increasingly connected world, consumers are in control. Connected customers demand connected marketers. Marketers must move beyond their silo and focus on business results. They will only accomplish this if they embrace a holistic approach of customer centricity beyond marketing, a long term plan for a system of engagement, and the right marketing culture. This combination creates customer loyalty, better marketing ROI and ultimately, better business results.

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  • Q. Please rate the level of responsibility marketing has for each of the following area.% of 4/5 ratings on a scale of 1 to 5, where 1 means “no ownership” and 5 means “full control.”2012 IBM Global Marketing Survey

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  • 1. Marketing, Technology,and the Empowered CustomerJay HendersonStrategy Director, Cross-Channel MarketingIBM Enterprise Marketing Management Group @jay_henderson #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 2. But first, some introductions…2 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 3. Generation C - Customer are connected and in control4 in 10 70% of onlineSmartphone consumersusers search for trust peeran item in a recommendationsstore77% of B2B 140 million+buyers check active Twitterwith peers users each monthbefore buying 3 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 4. How Generation C behaves Online Email Mobile Call centerCustomers and Stores Prospects Kiosk, ATM Point of sale Postal mail 4 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 5. What Generation C expects Online One person behind all the Email channels, guiding the dialogue Mobile and relationship Call centerCustomers and Stores Prospects Kiosk, ATM Marketer Point of sale Postal mail 5 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 6. What Generation C often experiences Marketing agenda data Online strategy tech agenda data Email strategy tech agenda data Mobile strategy tech agenda data Call center strategy tech agenda dataCustomers and Stores strategy tech Prospects agenda data Kiosk, ATM strategy tech agenda data Point of sale strategy tech agenda data Postal mail strategy tech #CRMSummit2012 @jay_henderson © 2012 IBM Corporation6
  • 7. But…you know all of this already… How do I get there?7 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 8. Succeeding with Generation C means...Marketing so good it feels like a service… …and service so good it’s marketing 8 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 9. Better marketing........requires a holistic approach1. Customer centricity beyond marketing 2. A long term plan for a system of engagement 3. The right marketing culture 9 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 10. Better marketing........requires a holistic approach1. Customer centricity beyond marketing 2. A long term plan for a system of engagement 3. The right marketing culture 10 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 11. Marketing must understand and influence the complete customer experience Awareness Demand Generation Good Marketing Consideration Preference is ServiceProspects Transact Energize Customers Delighted Customer Customer Fans Experience Broadcasters Quality Consistency Convenience Good Service is Marketing 11 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 12. High-performance marketerschampion the customer experience25% Marketing at outperforming20% companies is nearly15% 3X more likely to10% proactively lead 5% customer experience 0% across all channels Outperformers Rest of population12 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 13. Own the operational process to influencesocial conversations Only 22% Currently run social tactics as part of integrated campaigns. 79% Run social marketing in silos, discretely and on an ad hoc basis. 51% Of marketers don’t use social media data to inform decision about marketing offers and messages.13 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 14. Share customer information with other partsof the business Marketing must move beyond its silo and focus on business results Buy Market Marketing with merchandising Marketing with on and off-line sales Service Sell Marketing with customer service Marketing with the supply chain Marketing with IT14 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 15. High performing marketers are connected Marketing’s influence Creates and manages one-to-one 72% marketing across all channels 59%Serves marketing messages during a 62% purchase 52% High-performance organizations Serves marketing offers and 53% leverage good customer care messages during marketing across 40% service and support interactions many functions Provides input into supply networks 45% based on consumer demand 40% Outperformers Rest of population 15 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 16. Beyond the boundaries of theenterprise with the network effect Share customer information with partners, agencies and customer communities16 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 17. Customer centricity beyond marketing Understand and influence the complete customer experience Own the operational process to influence social conversations Share customer information with other parts of the business –for retailers: leverage consolidation between merchandising and marketing Share customer information with partners, agencies and customer communities17 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 18. Better marketing........requires a holistic approach1. Customer centricity beyond marketing 2. A long term plan for a system of engagement 3. The right marketing culture 18 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 19. Better marketing........requires a holistic approach1. Customer centricity beyond marketing 2. A long term plan for a system of engagement 3. The right marketing culture 19 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 20. What is a system of engagement? Analyze Decide on the best to indentify opportunities action, offer, content and predict outcomes and/or channel Collect Collect data that augments Deliver each customer profile data that augments relevant each customer profile pricing, engaging messages, and capture reactions Manage marketing processes and measure results20 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 21. You can’t get there with this… SMS Marketing Email Service Provider Files Web Analytics Files ProviderFiles Files Website Predictive Behavioral Analytics Targeting Local Marketing Files Customer Search Database Marketing Dashboard Files Marketing Lead Operations Customer Management Predictive Mgmt Insight Tool Marketing Analytics Finance Mgmt Digital Asset Call Mgmt Center/Inbound Decisioning 21 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 22. Marketers agree that an integrated marketing suite is a key part of the solution 85%need an integrated that they agree marketing suite. Andthis needs to be think that 71% across all channels – paid, earned, owned. Butexisting systems are Believe 59% too disparate to integrate across channels.Source: The State of Marketing 2012 IBM’s Global Survey of MarketersBase: Total Sample (n=362) 22 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 23. IBM (and other large vendors) haveembraced the idea of the EMM suite A marketing technology category that supports the end-to-end marketing function across all marketing disciplines23 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 24. EMM suites will simplify creating yoursystem of engagement• Not just any suite but best-of-breed suites (modular)• You don’t have to buy everything from one vendor (shhh…)• Balance practicality with definition of a suite• Balance business agility with suite integration #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 25. Develop a plan for….a system of engagement Start with key pain points and work down the list Systems of engagement Integrate digital behavior with traditional data sources ensure relevant and positive Scale and support millions of relevant offers customer Consolidate silos and introduce standards-based experiences across all touch suites and hybrid suites points that are aligned with Introduce data syndication standards inside and corporate outside the organization character25 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 26. Better marketing........requires a holistic approach1. Customer centricity beyond marketing 2. A long term plan for a system of engagement 3. The right marketing culture 26 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 27. Better marketing........requires a holistic approach1. Customer centricity beyond marketing 2. A long term plan for a system of engagement 3. The right marketing culture 27 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 28. Balance analytics and creative talents + Analytics Creative Mix together the art of marketing and the discipline of science…28 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 29. Work with IT not around ITOwnership and flexibility: IT IT really should own solution architecture, but… – IT needs to earn credibility with marketing (know the business needs) – IT needs to be sensitive to the need for significant change IT’s choice: Be 20% flexible and Be 100% standards- influence 100% of driven/inflexible and marketing technology OR influence 50% of marketing design technology design29 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 30. High performing marketers work better with IT Q. How well does marketing collaborate with IT? Overall, marketing and IT work well together. Marketing and IT at high-performing companies, however, work more effectively . High Performers Lower PerformersBase: Total Sample (n=362) 30 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 31. Break down the marketing silos(and create bridges) Traditional Digital Marketing Marketing31 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 32. Break down the marketing silos(and create bridges) Traditional Digital Marketing Marketing Only 29% Of marketers are very effective at integrating channels.32 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 33. Break down the marketing silos(and create bridges) Traditional Digital Marketing Marketing65% Only a third Less thanOf respondents are Use this data in targeting 1 and 5doing the basics by one-to-one offers or Leverage online data toreporting and analyzing messages in digital inform one-to-one offerstheir online visitor data. channels. in traditional channels.33 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 34. High performing marketers leverage their online data in other channelsBase: Companies that have online visitor data (n=351) 34 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation May 2012
  • 35. …finally… Accept mistakes and learn from them, be agile enough to iterate and improve35 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 36. Cultivate the right marketing culture Create an organization that balances analytics and creative talents Work with IT not around IT Break down the marketing silos — digital and traditional marketing must consolidate and collaborate Accept mistakes and learn from them, be agile enough to iterate and improve36 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 37. Better marketing........requires a holistic approach1. Customer centricity beyond marketing 2. A long term plan for a system of engagement 3. The right marketing culture 37 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 38. IBM is fulfilling the promise ofconnected marketing Addressing CMO’s needs systematically and for the long term Educating and influencing CIOs and CEOs to help improve marketing Explaining and escalating CMO’s agenda in IT Setting marketing standards through robust technology Providing best practices, market insight and benchmarks38 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
  • 39. 39 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation