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Marketing in the Age of "ME"

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Presentation on the changing marketing landscape and impact on the marketing profession as given during the Enterprise Marketing Management (EMM) User Group meeting at IBM Brussels on December 4th, …

Presentation on the changing marketing landscape and impact on the marketing profession as given during the Enterprise Marketing Management (EMM) User Group meeting at IBM Brussels on December 4th, 2013

Published in: Business, News & Politics

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  • 1. Redefining Marketing in the age of ‘me’ Ronald Velten Marketing Director IBM Europe
  • 2. I would like to share some insights and experiences IBM Institute for Business Value
  • 3. With the goal to give you one (or) more inspirational points
  • 4. fact is our world is changing
  • 5. so what should we do?
  • 6. Examples  are  plenty yeah, we know the drill
  • 7. investing in marketing does work
  • 8. but wake up and smell the coffee
  • 9. our world has changed
  • 10. significantly ….
  • 11. (y)our clients behavior changed
  • 12. b2b and b2c became p2p
  • 13. enabled by a mobile revolution
  • 14. creating a content tsunami
  • 15. offering unique marketing opportunities to differentiate
  • 16. we must integrate off- and on line
  • 17. the killer app (1998) 17
  • 18. creating unique opportunities to deliver when it counts
  • 19. leveraging the device of customer choice not your capabilities
  • 20. apple still rules On average, iOS users spent $127.92 per order, compared to $105.20 per order for Android on Black Friday. iOS traffic reached 28.2 percent of all online traffic, compared to 11.4 percent for Android. iOS sales reached 18.1 percent of all online sales, compared to 3.5 percent for Android.
  • 21. pinterest referrals spend 77% more (but yield less) The Social Influence – Facebook vs. Pinterest: On average, holiday shoppers referred from Pinterest on Black Friday spent 77 percent more per order than shoppers referred from Facebook. Facebook average order value was $52.30 versus Pinterest average order value which was $92.51. However, Facebook referrals converted sales at nearly four times the rate of Pinterest.
  • 22. technology is changing our marketing world
  • 23. CEOs consider technology the single most important external force shaping CEO Studies 2004–2013 2004 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 6 6 6 6 6 6 Regulatory concerns Socio-economic factors 7 7 7 7 7 7 Globalization 8 8 8 8 8 8 9 9 9 9 9 9 Environmental issues Geopolitical factors your CEO wants to move, quickly IBM Institute for Business Value 2013 Technology factors
  • 24. to meet the demand of the empowered customer
  • 25. the more demanding customer
  • 26. the next generation customer
  • 27. Deep and trusted relationships with customers pay off: more outperforming Greater  collabora+on  with  customers  translates  into   greater  financial  success being customer Activated does pay off IBM Institute for Business Value In two-thirds of the organizations that outperform their peers, leaders are not just managing customer experiences; they are reorienting their organizations, strategies and investments to cultivate contemporary relationships across all manner of customer interactions. Some of the most advanced enterprises are establishing customer advisory boards to get direct input on strategic issues.
  • 28. Areas  of  personal  involvement 20% Customer experience management +8% eCommerce Talent management Supplier, vendor and partner management Risk and security +7% +5% -5% -5% IT systems and operations -6% IBM Institute for Business Value CxOs are rebalancing priorities CxOs are adjusting their priorities accordingly in a subtle rebalancing act. They plan to spend less of their personal time on IT systems and operations and other such issues, and more time improving the customer experience.
  • 29. CxOs intend to interact digitally with customers to a much greater extent in the future Customer  interac+on  channels 20% 52% Digital 88% 80% Face-to-face ] 69% more 70% 57% Call centers 48% 45% Traditional media 24% 0% 20% Today 40% 60% 80% 100% 3–5  Years and digital will play a crucial role for this IBM Institute for Business Value CxOs intend to use digital channels much more extensively to engage with customers in the future. And here’s one instance where they’ve already embraced the shift: • In 2012, 57 percent of CEOs expected digital channels to become one of their company’s key means of interacting with customers within the next five years. • In 2013, 52 percent of CxOs say they are already there.
  • 30. As competitors cross industries, the intersection between the digital and physical Types  of  digital  strategy 33% 36% 36% have  an  integrated  digital-­‐ physical  strategy 31% Integrated  digital-­‐ physical  strategy IBM Institute for Business Value Limited  digital   strategy No  digital  strategy but we are not there yet The problem? Two-thirds of enterprises have a weak digital-physical strategy — or none at all. Some organizations are reconfiguring their offerings to capitalize on social networks and mobile connectivity. Others are reshaping their operating models to inject customer input into every aspect of the buying and selling chain. But they’re often not doing both at once.
  • 31. it is time to change
  • 32. 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. the timeless responsibilities of our function
  • 33. 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. the three imperatives of our changing function
  • 34. Understand each client 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. the three imperatives of our changing function
  • 35. Understand each client 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. the three imperatives of our changing function
  • 36. Understand each client as an individual Create a system of engagement that maximizes value creation at every touch. As marketers we have always protected the brand promise. the three imperatives of our changing function
  • 37. SATISFACTION TRUST POSITIVITY CONVICTION LOYALTY COMMITMENT FEELING EXPERIENCE it is about connecting touch points
  • 38. SATISFACTION TRUST POSITIVITY CONVICTION LOYALTY COMMITMENT FEELING EXPERIENCE it is about connecting touch points
  • 39. CMOs plan to put the components of a broad digital strategy in place throughout the Digital ambitions – CMOs 87% 16% 13% 83% Integration of cross-channel touchpoints 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 3-5 Years CMO-CIO the new Marvell super hero duo! IBM Institute for Business Value
  • 40. In line with CMOs, four-fifths of CIOs aim to digitize their front office to sync with IT focus area – digitizing the front office 12% 5% 83% will focus on front office digitization 83% Large extent Some extent Limited extent CMO-CIO the new Marvell super hero duo! IBM Institute for Business Value
  • 41. hDp://public.dhe.ibm.com/soJware/commerce/sc-­‐payback-­‐roi.pdf 43 IBM Smarter Commerce pays back $12.05 for each $1 spent IBM Institute for Business Value
  • 42. Understand each client as an individual Create a system of engagement that maximizes value creation at every touch. As marketers we have always protected the brand promise. the three imperatives of our changing function
  • 43. Understand each client as an individual Create a system of engagement that maximizes value creation at every touch. Design your culture and brand so they authentically act as one the three imperatives of our changing function
  • 44. so we don’t want to wake on a morning ….
  • 45. Questions?
  • 46. @ronaldvelten linkedin.com/in/rvelten