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

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

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  • 1. 4th STRATEGIC MARKETING AND BRANDING FORUM 
Gearing for Growth; Three Imperatives of achanging functionRONALD VELTENDirector of Marketing &Communication, IBM Benelux
  • 2. HOUSTON WE HAVE A PROBLEM
  • 3. HOUSTON WE HAVE A CHALLENGE
  • 4. © 2013 IBM Corporation
  • 5. Examples  are  plenty  
  • 6. INSTRUMENTED© 2013 IBM Corporation 14
  • 7. INTERCONNECTED© 2013 IBM Corporation
  • 8. INTELLIGENT© 2013 IBM Corporation
  • 9. SOCIAL MEDIA
  • 10. MOBILE REVOLUTION
  • 11. CONTENT EXPLOSION
  • 12. BIG DATA
  • 13. EMPOWERED CUSTOMER
  • 14. NEXT GENERATION CUSTOMER23 © 2011 IBM Corporation
  • 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. WE ARE AT A TIPPING POINT
  • 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. 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. 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. 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. 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. 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. 42
  • 24. TECHNICAL SOCIAL BUSINESSEXPERTISE INFLUENCE SAVVINESS
  • 25. 48
  • 26. RONALDVELTEN   LINKEDIN.COM/IN/RVELTEN