The State of Marketing 2013, IBM’s
Global Survey of Marketers –
A Synopsis
© 2013 IBM Corporation
A survey completed by IB...
Smarter Marketing
In the US, $83B is lost each year in poor customer experiences
1
Marketers must re-examine how to …
© 20...
Smarter Marketing
To learn more, we surveyed more than 500
marketing professionals worldwide, across
© 2012 IBM Corporatio...
Smarter Marketing
Customer management and customer experience informed by
and delivered through technology were top challe...
Smarter Marketing
But there is a group of marketers who are doing better than
others and belong to companies that financia...
Smarter Marketing
And we define leading marketers by their influence of the
customer experience and use of marketing techn...
Smarter Marketing
The impact across marketing’s 4Ps – especially in areas beyond
promotion – is profound …
4P’s Effectiven...
Smarter Marketing
So how do these leading marketers differ from their peers?
Others Leaders Difference
Knows Customer
Cont...
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The State of Marketing 2013, IBM’s Global Survey of Marketers - Overview

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This is a synopsis of our 2013 annual survey of marketing practitioners' adoption and use of technology. We surveyed more than 500 marketing practitioners from 15 industries globally. You can get the full study and white paper at www.ibm.com.

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The State of Marketing 2013, IBM’s Global Survey of Marketers - Overview

  1. 1. The State of Marketing 2013, IBM’s Global Survey of Marketers – A Synopsis © 2013 IBM Corporation A survey completed by IBM’s Center for Applied Insight and the Enterprise Marketing Management Group.
  2. 2. Smarter Marketing In the US, $83B is lost each year in poor customer experiences 1 Marketers must re-examine how to … © 2012 IBM Corporation2 © 2013 IBM Corporation Evaluate & prioritize channels Understand & engage customers Create a consistent customer experience Optimize marketing performance 1. 2010-11 Research Study by Datamonitor/Ovum Coordinate & deliver across the enterprise
  3. 3. Smarter Marketing To learn more, we surveyed more than 500 marketing professionals worldwide, across © 2012 IBM Corporation3 © 2013 IBM Corporation marketing professionals worldwide, across more than fifteen industries, and found that...
  4. 4. Smarter Marketing Customer management and customer experience informed by and delivered through technology were top challenges Figure: Top Three Marketing Challenges Q. What are the top marketing challenges your organizations faces? Please select three factors. © 2012 IBM Corporation4 © 2013 IBM Corporation Base: All Marketers (n=512)
  5. 5. Smarter Marketing But there is a group of marketers who are doing better than others and belong to companies that financially outperform … 3-yr Gross Profit Growth 3-yr Net Income Growth 3-yr Stock Price Growth 3.4x © 2012 IBM Corporation5 © 2013 IBM Corporation 1.8x 2.4x
  6. 6. Smarter Marketing And we define leading marketers by their influence of the customer experience and use of marketing technologies 20%Currently do it across some or all channels channel optimizationtechnologies Leading Marketers Leaders proactively influencing the customer experience across channels and using marketing 20% © 2012 IBM Corporation6 © 2013 IBM Corporation 80% Not a proactive leader in owning CE across channels Currently do not do it Adoptionofcross-channel optimizationtechnologies Ownership of the Customer Experience A proactive leader in owning CE across channels and using marketing technologies. All Others Trail the leaders in either adoption of technology or influence of the customer experience, or both. 80%
  7. 7. Smarter Marketing The impact across marketing’s 4Ps – especially in areas beyond promotion – is profound … 4P’s Effectiveness Q. And how effective do you think your marketing organization is performing in these areas of responsibility? % of 4/5 ratings on a scale of 1 to 5, where 1 means “not effective at all” and 5 means “very effective.” 35% difference © 2012 IBM Corporation7 © 2013 IBM Corporation Base: Leading Marketers (n=102), All Other Marketers (n=410) 19% difference 31% difference 34% difference
  8. 8. Smarter Marketing So how do these leading marketers differ from their peers? Others Leaders Difference Knows Customer Context and Integrates Accordingly Adjusts real-time offers based on context 2.6x Uses optimization tech. across all channels 5.6x Integrates inbound/outbound and online/offline 1.4x Conducts root causal analysis of customer insights 2.1x 8% 15% 45% 39% 68% 92% 33% 68% © 2012 IBM Corporation8 © 2013 IBM Corporation Acts on Insights - Systematically of customer insights 2.1x Applies advanced analytics to determine media spend 2.2x Detects transaction struggles and takes action 2.2x Takes a Broader View of the Customer Experience Tracks commitments from svc interactions 1.9x Identifies/remedies execution gaps in brand promise 1.4x Tracks customer lifetime value 2x 33% 68% 31% 69% 27% 60% 39% 75% 58% 80% 16% 32%

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