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4th STRATEGIC MARKETING AND BRANDING FORUM 
Gearing for Growth; Three Imperatives of achanging functionRONALD VELTENDirect...
HOUSTON WE HAVE A PROBLEM
HOUSTON WE HAVE A CHALLENGE
© 2013 IBM Corporation
Examples	  are	  plenty	  
INSTRUMENTED© 2013 IBM Corporation                                         14
INTERCONNECTED© 2013 IBM Corporation
INTELLIGENT© 2013 IBM Corporation
SOCIAL MEDIA
MOBILE REVOLUTION
CONTENT EXPLOSION
BIG DATA
EMPOWERED CUSTOMER
NEXT GENERATION CUSTOMER23                              © 2011 IBM Corporation
IBM research: understanding marketing trends, challenges and bestpractices      IBM CMO Study                             ...
WE ARE AT A TIPPING POINT
The timeless responsibilities of our professionAs marketers we have always been responsiblefor knowing the customer.As mar...
The imperatives for a renewed functionUnderstanding each customer asan individual.Marketers have always been responsibleAs...
Demographic!                                                 Transaction!   data!                              Transac    ...
The imperatives for a renewed functionUnderstanding each customer asan individual.Creating a system of engagement thatmaxi...
65%	                        Only a third 	 Less                                        than 1 in 5                        ...
The imperatives for a renewed functionUnderstanding each customer asan individual.Creating a system of engagement thatmaxi...
42
TECHNICAL     SOCIAL    BUSINESSEXPERTISE   INFLUENCE   SAVVINESS
48
RONALDVELTEN	     LINKEDIN.COM/IN/RVELTEN	  
Three Imperatives of our Changing Function
Three Imperatives of our Changing Function
Three Imperatives of our Changing Function
Three Imperatives of our Changing Function
Three Imperatives of our Changing Function
Three Imperatives of our Changing Function
Three Imperatives of our Changing Function
Three Imperatives of our Changing Function
Three Imperatives of our Changing Function
Three Imperatives of our Changing Function
Three Imperatives of our Changing Function
Three Imperatives of our Changing Function
Three Imperatives of our Changing Function
Three Imperatives of our Changing Function
Three Imperatives of our Changing Function
Three Imperatives of our Changing Function
Three Imperatives of our Changing Function
Three Imperatives of our Changing Function
Three Imperatives of our Changing Function
Three Imperatives of our Changing Function
Three Imperatives of our Changing Function
Three Imperatives of our Changing Function
Three Imperatives of our Changing Function
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Three Imperatives of our Changing Function

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Presentation as given at the 4th Thought Leader Global Marketing & Branding Forum in Amsterdam Schiphol Airport on April 18th

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Transcript of "Three Imperatives of our Changing Function"

  1. 1. 4th STRATEGIC MARKETING AND BRANDING FORUM 
Gearing for Growth; Three Imperatives of achanging functionRONALD VELTENDirector of Marketing &Communication, IBM Benelux
  2. 2. HOUSTON WE HAVE A PROBLEM
  3. 3. HOUSTON WE HAVE A CHALLENGE
  4. 4. © 2013 IBM Corporation
  5. 5. Examples  are  plenty  
  6. 6. INSTRUMENTED© 2013 IBM Corporation 14
  7. 7. INTERCONNECTED© 2013 IBM Corporation
  8. 8. INTELLIGENT© 2013 IBM Corporation
  9. 9. SOCIAL MEDIA
  10. 10. MOBILE REVOLUTION
  11. 11. CONTENT EXPLOSION
  12. 12. BIG DATA
  13. 13. EMPOWERED CUSTOMER
  14. 14. NEXT GENERATION CUSTOMER23 © 2011 IBM Corporation
  15. 15. IBM research: understanding marketing trends, challenges and bestpractices IBM CMO Study •  Surveyed 1734 CMOs WW - largest CMO survey ever •  Identifying trends and challenges •  Indepth face-to-face interview •  See www.ibm.com/cmostudy IBM Holiday Readiness Report   IBMs marketing solutions are used by the leading retailers world wide, providing a wealth of data on consumer behavior   Frequent reports and benchmarks on consumer trends   See ibm.com IBM State of Marketing 2012   Survey 370 marketing executives   Compared high performing organization to the rest   Identifying best practices – how to become a high performing organization   See ibm.com
  16. 16. WE ARE AT A TIPPING POINT
  17. 17. The timeless responsibilities of our professionAs marketers we have always been responsiblefor knowing the customer.As marketers we have always been responsiblefor defining what to market, and how to market.As marketers we have always protectedthe brand promise.
  18. 18. The imperatives for a renewed functionUnderstanding each customer asan individual.Marketers have always been responsibleAs marketers we have always been responsiblefor defining what to market, and how to market.for defining what to market, and how to market.As marketers we have protected theMarketers have alwaysalways protectedbrand promise.the brand promise.
  19. 19. Demographic! Transaction! data! Transac data! tions! Attribut es! Orders! Demo- Paymen graphic t
 s! history! Charact Usage eristics! history! Purcha Needs! se! stage! Desires! E-mail / Chat! Prefer
 Call ences! center notes! Opinion Web s! In- click- person streams! dialogs!Behavioral! Interaction! data! data!
  20. 20. The imperatives for a renewed functionUnderstanding each customer asan individual.Creating a system of engagement thatmaximizes value creation at every touch.As marketers we have protected theMarketers have alwaysalways protectedbrand promise.the brand promise.
  21. 21. 65% Only a third Less than 1 in 5 Leverage online data to Of respondents are doing the Use this data in targeting one- basics by reporting and to-one offers or messages in make one-to-one offers inanalyzing their online visitor digital channels. traditional channels. data. Reporting & 68% High performing analyzing it Syndicating display 56% companies leverage advertising Targeting 1:1 offers or 38% 28% their online data messages in traditional channels 21% 12% Top Performers Rest of Population in other channels Don’t use the data in any of these ways 11% 16%
  22. 22. The imperatives for a renewed functionUnderstanding each customer asan individual.Creating a system of engagement thatmaximizes value creation at every touch.Designing your culture and brand sothey are authentically one.
  23. 23. 42
  24. 24. TECHNICAL SOCIAL BUSINESSEXPERTISE INFLUENCE SAVVINESS
  25. 25. 48
  26. 26. RONALDVELTEN   LINKEDIN.COM/IN/RVELTEN  

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