From Mad Men to Moneyball: How Leading Chief Marketing Officers are Differentiating and Captivating the Connected Consumer
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From Mad Men to Moneyball: How Leading Chief Marketing Officers are Differentiating and Captivating the Connected Consumer

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Data and technology have radically reshaped the marketing discipline from eyeballs to experiences. This shift has changed everything from how we engage customers across multiple channels, provide ...

Data and technology have radically reshaped the marketing discipline from eyeballs to experiences. This shift has changed everything from how we engage customers across multiple channels, provide unique customer experiences in context, and even measure success. Join us as we examine 3 fundamental marketing shifts that have occurred in the last 24 months, learn how companies are leveraging these today as a competitive advantage, and ensure you and your clients are not marketing in 2014 like it is 2004.

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From Mad Men to Moneyball: How Leading Chief Marketing Officers are Differentiating and Captivating the Connected Consumer From Mad Men to Moneyball: How Leading Chief Marketing Officers are Differentiating and Captivating the Connected Consumer Presentation Transcript

  • FROM MAD MEN TO MONEYBALL: HOW LEADING CHIEF MARKETING OFFICERS ARE DIFFERENTIATING AND CAPTIVATING THE CONNECTED CONSUMER Jon Busman @namsub CMO Initiative Global Lead 29th April 2014
  • The timeless responsibilities of our marketing profession Marketers have always been responsible for knowing the customer. Marketers have always been responsible for defining what to market, and how to market. Marketers have always protected the brand promise.
  • In February of 2012, The New York Times published an article that gave us a glimpse of the future practice of marketing.
  • Designing your culture and brand so they are authentically one. Creating a system of engagement that maximizes value creation at every touch. Understanding each customer as an individual. 2012: Three imperatives of a new profession
  • Leading marketing practices deliver leading company results 1.8x Gross Profit 3.4x Net Income 2.4x Stock Price *SOURCE: The State of Marketing 2013: IBM’s Global Survey of Marketers, IBM Center for Applied Insights The Top 20%
  • In the past three years, CMOs have made surprisingly little progress towards implementing key digital marketing strategy components 8 Source: Question CMO1–To what extent have you activated the following digital strategy components within your enterprise? Activation of digital strategy components Networked workforce with skills aligned to business opportunities Integrated customer touchpoints across physical and digital channels Customer collaboration using social networks Large extent Somewhat Advanced analytics to capture customer insight across all touchpoints Digitally enabled supply chain 20% 52%28% 46%16% 38% 51%37%13% 59%13% 29% 11% 30% 59% Limited extent
  • Prepared Underprepared The rate of change seems faster than many can cope with Source: Question CMO4–How prepared are you to address the following market factors (data explosion and social media)? Preparedness for the data explosion
  • That said, CMOs expect to accelerate the introduction of digital marketing technologies over the next three to five years 10 Source: Question CMO7–What is your plan around the usage of the following technologies over the next 3 to 5 years? Intended use of digital technologies (3 to 5 years) Mobile applications Content management Search engine optimization 46% 47% 63% 79% 62% 80% 73% 81% 68% 87% 81% 89% 80% 94% Customer relationship management Collaboration tools Reputation management Email marketing 2013 2011 66% 94% Advanced (predictive) analytics
  • Three distinct profiles emerged from our analysis, with one making significantly more progress in preparing for a digital marketing future 11 30% 37% 33% CMO profiles Traditionalists Social Strategists Digital Pacesetters
  • Marketers have always been responsible for knowing the customer. Marketers have always been responsible for defining what to market, and how to market. Marketers have always protected the brand promise. Designing your culture and brand so they are authentically one. Creating a system of engagement that maximizes value creation at every touch. Understanding each customer as an individual. Timeless 2012
  • Marketers have always been responsible for knowing the customer. Marketers have always been responsible for defining what to market, and how to market. Marketers have always protected the brand promise. Designing your culture and brand so they are authentically one. Creating a system of engagement that maximizes value creation at every touch. Understanding each customer as an individual. Timeless 2012 2014 Know each customer & moment in context
  • Marketers have always been responsible for knowing the customer. Marketers have always been responsible for defining what to market, and how to market. Marketers have always protected the brand promise. Designing your culture and brand so they are authentically one. Creating a system of engagement that maximizes value creation at every touch. Understanding each customer as an individual. Timeless 2012 2014 Deliver personally relevant and rewarding experiences at every touch Know each customer & moment in context
  • Marketers have always been responsible for knowing the customer. Marketers have always been responsible for defining what to market, and how to market. Marketers have always protected the brand promise. Designing your culture and brand so they are authentically one. Creating a system of engagement that maximizes value creation at every touch. Understanding each customer as an individual. Timeless 2012 2014 Co-create authentic brand experiences with customers, employees, and partners Deliver personally relevant and rewarding experiences at every touch Know each customer & moment in context
  • Know each customer & moment in context 2014: Evolving Shifts for the CMO
  • 90% 32% of consumers expect personalization only claim to be highly effective at engaging individual customers Source: IBM Institute for Business Value and Center for Applied Insights
  • © 2013 IBM Corporation19 Banco Itaú Argentina Predictive customer context
  • Deliver personally relevant and rewarding experiences at every touch 2014: Evolving Shifts for the CMO
  • Co-create authentic brand experiences with customers, employees, and partners 2014: Evolving Shifts for the CMO
  • Lily Robinson – Age 3 ½ Chris King – Age 27 1/3
  • of consumers trust earned media think social will improve forecasts of B2B buyers put the most weight on what the people they know and trust say about companies and products Source: Nielsen Jan 2012; Aberdeen Mar 2012; Forrester Dec 2010 92% 77% 39% Maximize the Moment
  • Bringing All Three Together Co-create authentic brand experiences with customers, employees, and partners Innovate and scale relevant and rewarding experiences Know each customer in context The three imperatives of a new marketing profession
  • IBM’s Own Marketing Transformation Began in 2010 Thought Leadership Marketing Additions •Insights from over 1,700 CMOs across 64 countries •3 key themes: empowered customers lasting connections measuring marketing ROI •Unica (enterprise and cloud-based marketing software solutions): 2010 •Coremetrics (web analytics): 2010 •DemandTec (Price/Promo) 2012 •Tealeaf Technologies (customer experience analytics software): 2012 •Xtify (mobile experience): 2013 •Watson (Cognitive computer): 2013 IBM’s first Global CMO Study released October 2011
  • Understand the Customer as an Individual and in Context
  • Innovate and Scale Rewarding Experiences The CMO+CIO Leadership Exchange (Flagship events in NYC, Paris) Local CMO & CMO+CIO Events (Toronto, New Delhi, Sydney, Tokyo, Parma, NYC, Chicago) THINK Marketing Community (Exclusive online community for CMOs)
  • Co-create authentic brand experiences with customers, employees, and partners •CMO Partner Community •CMO Ambassador Program •Current CMO Market News •CMO Sales Enablement
  • Thank You and Let’s Continue the Conversation @namsub #sugarcon Co-create authentic brand experiences with customers, employees, and partners Innovate and scale relevant and rewarding experiences Know each customer in context