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The chief marketing technologist
The chief marketing technologist
The chief marketing technologist
The chief marketing technologist
The chief marketing technologist
The chief marketing technologist
The chief marketing technologist
The chief marketing technologist
The chief marketing technologist
The chief marketing technologist
The chief marketing technologist
The chief marketing technologist
The chief marketing technologist
The chief marketing technologist
The chief marketing technologist
The chief marketing technologist
The chief marketing technologist
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The chief marketing technologist

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With technology now infused into every aspect of commerce, the entire craft of marketing has become more instrumented, interconnected and intelligent. This has led to profound changes in ways the …

With technology now infused into every aspect of commerce, the entire craft of marketing has become more instrumented, interconnected and intelligent. This has led to profound changes in ways the discipline is understood, led and practiced. The onus of this evolution has landed on the doorstep of the Chief Marketing Officer. And that means that the mind-set, as well as the skill set, of a CMO has to evolve right along with it to transform from a Chief Marketing Officer to becoming a Chief Marketing technologist

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  • ps. You put that your blog is at virginiasharma.blogpost.com and I believe that it is actually at virginiasharma.blogspot.com

    www.ChiefMarketingGeek.com
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  • I was so inspired by this I just registered http://www.ChiefMarketingGeek.com . It is routed to my LinkedIn profile currently, but I am going to set up my own blog for this soon!
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  1. October 2012The New Profession on a Smarter Planet:Chief Marketing TechnologistVirginia SharmaVice President, Marketing and CommunicationsIBM India/South Asia © 2012 IBM Corporation
  2. Path to Marketing TransformationSmarter Planet is more relevant than ever…and more REAL Police chiefs fight crime with data Marketers predict individual behaviors Farmers track livestock in real time Doctors deliver personalized prescriptions Retailers foresee emerging shopping trends Chief Supply Chain Officers change assortments in seconds © 2012 IBM Corporation
  3. Path to Marketing TransformationThe Power and Potential of the three I’s — continues to evolve Instrumented Interconnected Intelligent We are seeing the infusion of These can be made to As these systems grow, information deeper into the systems communicate with each other intersect and overlap, new and processes we depend on. in meaningful ways, creating kinds of interactions, insights intentional systems of systems. and ways of working emerge. Organizations keep pushing the boundaries of what can be instrumented, interconnected and made intelligent—and how. © 2012 IBM Corporation
  4. Path to Marketing TransformationAs companies and industries become smarter,so are the professions and functions that support them. Organizations The walls between around the world companies and are turning customers are “too much data” disappearing. into better decisions.3 © 2012 IBM Corporation
  5. Path to Marketing TransformationThe role of the CMO is changing—from leading marketing todriving growth and transformation across the business. Expected level of complexity and preparedness to handle it Percent of CMOs responding79% Four core challengesExpect high/very high • Social medialevel of complexity • Data explosionover 5 years • Growth of channel and device choices • Shifting consumer demographics 49% 31% Feel prepared for complexity expected complexity gapSource: 2011 IBM Global CMO Study4 © 2012 IBM Corporation
  6. Path to Marketing TransformationThe timeless responsibilities of marketers everywhere…Knowing the customer. Defining what to market Protecting the brand and how to market it. promise.5 © 2012 IBM Corporation
  7. Path to Marketing Transformation…are evolving into three imperatives for a new profession.Understanding Creating a system of Designing your cultureeach customer as engagement that and brand so theyan individual. maximizes value creation are authentically one. at every touch.6 © 2012 IBM Corporation
  8. Path to Marketing Transformation In this transformation of the marketing function, the transformation of technology and the way it’s used is critical. The New Profession: The Chief Marketing Technologist © 2012 IBM Corporation
  9. Path to Marketing Transformation The Shift By 2017 the chief marketing officer will control more technology spending than a companys CIO • Companies spent up to $25 billion worldwide on marketing software last year, up from about $20 billion the previous year. As a comparison, overall corporate software expenditures totaled $115 billion • ~ a third of marketing department expense budgets is devoted to purchases such as systems to manage customer relationships, predict customer behavior, run online storefronts$1.5 trillion 7-8% $148 billion 60%Amount spent on Growth of marketing IT-related spend Growth of spend onmarketing and budgets in next 12 owned / influenced marketing analytics incommunications in months, 2-3X that of IT by CMOs in 2012 next three years2011 budgets © 2012 IBM Corporation
  10. Path to Marketing TransformationChief Marketing Technologists paint a predictive picture of eachcustomer by harnessing data on a massive scale. • Instruments all key touch points to gather the right data about each customer. • Connects social media data, transaction data and other information to paint a more vivid picture of each customer. • Runs the right analytics at the right time on the right customer to generate new ideas about whom to serve and how best to serve that person. • Generates insights that are predictive, not just historical. • Builds capabilities to do this on a massive scale.9 © 2012 IBM Corporation
  11. Path to Marketing TransformationL’OCCITANE uses optimized customer segmentation to maximizevalue at every touch.1,700%increase in conversation to sale “By segmenting visitors based on behavior and tailoring email content accordingly, we are able to deliver highly personalized messages that generate much higher open rates, conversion rates and revenue per email. Instead of trying to second-guess our customers, we can present them with offers that we know will interest them.” —L’OCCITANE en Provence10 © 2012 IBM Corporation
  12. Path to Marketing TransformationChief Marketing Technologists design the full customer journey,knowing what clients want before they do and creating value atevery touch. • Designs tailored experiences that connect the company, the channels and like-minded customers. • Creates and automates and automates a system of engagement to deliver these personal interactions—at a massive scale. • Uses analytics to guide the development of tomorrow’s portfolio.11 © 2012 IBM Corporation
  13. Path to Marketing Transformationwehkamp.nl created a system of engagement that offers onlineshoppers more relevant experiences.271%higher sales-per-send ratio formarketing emails “Everyone knows that targeted marketing is how we should be interacting with our customers, but so few online retailers are doing it yet. With this new system, we can track a shopper’s interest in real time and deliver personalized discounts and incentives.” —wehkamp.nl12 © 2012 IBM Corporation
  14. Path to Marketing TransformationChief Marketing Technologists defines a promise—then buildthe system to live it authentically through the brand andacross the culture. • Develops an acute understanding of its reputation by actively listening and engaging in social media. • Systematically closes the gaps between a company’s unique character and its reality — in all critical interactions. • Champions tools that connect the organization, and platforms that enable employees to delight customers. • Ensures that systems are in place to manage the risks of being a social business.13 © 2012 IBM Corporation
  15. Path to Marketing TransformationBBVA ensures that its brand and its culture are authentically alignedby continually monitoring and assessing reputational risk.100%increase in the notoriety of thebrand in one year “Knowing what our customers think about us is essential to implementing effective customer service strategies, new products and strategic goals.” —Banco Bilbao Vizcaya Argentaria14 © 2012 IBM Corporation
  16. Path to Marketing Transformation What does Success mean to a Chief Marketing Technologist Improved customer value, More campaigns with loyalty and retention the same resources 5-15% increase typical 2-5x increase typical Reduced cycle time Higher online for marketing efforts marketing ROI 15x-25x increase typical More More 40-80% reduction typical effective efficient marketing marketingHigher campaign ROI Reduced marketing 15-30% increase typical costs 20-40% reduction typical Increased response Lower customer rates acquisition costs 10-50% increase typical 25-75% reduction typical From over 2,500 companies worldwide © 2012 IBM Corporation
  17. Path to Marketing Transformation Are you gearing up for the new Profession? @VirginiaSharma virginiasharma.blogpost.com © 2012 IBM Corporation

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