Gearing for Growth

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Presentation as given at the 5th Global Thought Leader Marketing and Brand summit at the Pulitzer Hotel, Amsterdam on October 28th

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Gearing for Growth

  1. 1. 5th STRATEGIC MARKETING AND BRANDING FORUM Gearing for Growth; Three Imperatives of our changing function RONALD VELTEN Director of Marketing & Communication, IBM Europe
  2. 2. INSTRUMENTED © 2013 IBM Corporation 8
  3. 3. INTERCONNECTED © 2013 IBM Corporation
  4. 4. INTELLIGENT © 2013 IBM Corporation
  5. 5. EMPOWERED CUSTOMER
  6. 6. NEXT GENERATION CUSTOMER 12 © 2011 IBM Corporation
  7. 7. CEOs consider technology the single most important external force shaping their organization’s future CEO Studies 2004–2013 2006 2008 2010 2012 1 1 1 1 1 2 2 2 2 2 2 Market factors 3 3 3 3 3 3 Macro-economic factors 4 4 4 4 4 4 People skills 5 5 5 5 5 5 Regulatory concerns 6 6 6 6 6 6 Socio-economic factors 7 7 7 7 7 7 Globalization 8 8 8 8 8 8 Environmental issues 9 IBM Institute for Business Value 2004 2013 9 9 9 9 9 Geopolitical factors Technology factors
  8. 8. All CxOs think technology is one of the top three forces External forces impacting the enterprise (3–5 years) CEO CFO CHRO CIO CMO CSCO Market factors 2 2 2 2 2 2 Macro-economic factors 3 3 3 3 3 3 People skills 4 4 4 4 4 4 Regulatory concerns 5 5 5 5 5 5 Socio-economic factors 6 6 6 6 6 6 Globalization 7 7 7 7 7 7 Environmental issues 8 8 8 8 8 8 Geopolitical factors 9 9 9 9 9 9 Technology factors IBM Institute for Business Value
  9. 9. The timeless responsibilities of our profession As marketers we have always been responsible for knowing the customer. As marketers we have always been responsible for defining what to market, and how to market. As marketers we have always protected the brand promise.
  10. 10. The imperatives for a renewed function Understanding each customer as an individual. As marketers we have always been responsible for defining what to market, and how to market. As marketers we have always protected the brand promise.
  11. 11. Demographic data Attribut es Transaction data Transa ctions Orders Demographic s Payme nt history Usage history Charact eristics Purcha se stage Needs E-mail / Chat Desires Call center notes Prefer ences Opinion s Behavioral data Inperson dialogs Web clickstream s Interaction data
  12. 12. The imperatives for a renewed function Understanding each customer as an individual. Creating a system of engagement that maximizes value creation at every touch. As marketers we have always protected the brand promise.
  13. 13. CMOs plan to put the components of a broad digital strategy in place throughout the organization Digital ambitions – CMOs 87% 16% Integration of cross-channel touchpoints 13% 83% Analytics to capture customer insights 20% 78% Social networks to foster collaboration 13% 73% Workforce aligned to opportunities 11% 69% Digitally enabled supply chain Today IBM Institute for Business Value 3-5 Years
  14. 14. In line with CMOs, four-fifths of CIOs aim to digitize their front office to sync with customers more effectively IT focus area – digitizing the front office 5% 12% % 83 will focus on front office digitization 83% Large extent IBM Institute for Business Value Some extent Limited extent
  15. 15. The imperatives for a renewed function Understanding each customer as an individual. Creating a system of engagement that maximizes value creation at every touch. Designing your culture and brand so they authentically act as one.
  16. 16. Business Savviness Social Influence Technical Expertise
  17. 17. 26
  18. 18. RONALDVELTEN LINKEDIN.COM/IN/RVELTEN

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