SlideShare a Scribd company logo

The new era of marketing begins now

Unleash the power of Watson Marketing to deepen customer connections, grow brand value and fuel strategic growth

The new era of marketing begins now

1 of 16
Download to read offline
The new era
of marketing
begins now
Unleash the power of Watson Marketing
to deepen customer connections, grow
brand value and fuel strategic growth
THE NEW ERA OF MARKETING
When you’re the customer, you expect
companies to know you—to cater to
your likes, needs, wants and preferences
with every transaction and interaction.
Those expectations are made all the more
challenging in a digital marketplace where
trends transform industries and reshape
consumer demands virtually overnight.
14 PERCENTAGE
POINTS
Customer experience leaders enjoyed compound
average revenue growth that was 14 percentage
points higher than customer experience laggards
from 2010 to 2015.1
2010 2011 20142012 2015
-02-
THE NEW ERA OF MARKETING
REIMAGINE HOW CUSTOMERS CONNECT
WITH YOUR BRAND.
Customers grow closer to a brand through experiences that meet and
expand their expectations. Every experience counts. And marketers shoulder
the pressure of creating the kinds of experiences that build these valuable
brand relationships with thousands or even millions of customers at a time.
Marketing in the cognitive era is about using insight and technology in new
ways to elevate the entirety of the customer experience—creating singular
yet cohesive moments throughout the customer journey that are tailored
to each person’s needs, beyond any single product or service. It is about
building connections with customers that withstand the changing dynamics
and demands of your evolving marketplace. It is taking on new opportunities
to lead strategic growth for your organization.
2/3Nearly two-thirds of chief marketing
officers (CMOs) regard developing
deeper, richer customer experiences
as their top marketing priority.2
-03-
THE NEW ERA OF MARKETING
INFUSE DATA INTO YOUR
MARKETING DNA.
Changing the customer experience starts by changing your approach to data.
Marketers and business leaders know that customer insights are key to building
and maintaining brand value and profitable customer relationships. Consumers
now readily share a significant amount of information about themselves through
social media, online transactions and other interactions. Yet despite this, only a
fraction of marketers believe they have sufficient access to data. It’s a dichotomy
in which you and other marketers are thirsting for insight while drowning in a
vast ocean of data.
The sheer complexity of data and the tools used to make sense of it can make it
difficult for anyone other than IT and data specialists to derive needed customer
and marketplace insights. And in a marketplace where responsiveness and
relevancy are critical, those extra steps can weigh you down. Fragmented views
of customer data across organizations add to the problem. And the biggest
challenge is that some of the most revealing data about critical human insights
is in unstructured forms such as images, natural language and video—dark data
that’s out of reach for most organizations.
88%88 percent of all available data is
dark to most organizations.3
-04-
THE NEW ERA OF MARKETING
IN A COGNITIVE BUSINESS, DATA WORKS IN SERVICE
TO MARKETING—NOT THE OTHER WAY AROUND.
In a cognitive business, insights are embedded into the marketing processes
you already use every day—insights that can inform more targeted, relevant
and effective marketing messages, vehicles and tactics.
Data of all types from practically all sources can be correlated and analyzed,
creating unique insights that drive recommendations. Teams can work
collaboratively using intuitive interfaces that make it easier to visualize and
craft the customer journey, learning from one another to scale expertise and
create and refine cohesive customer experiences.
In a cognitive business, marketing solutions understand, reason and learn,
serving up ever-smarter, contextual recommendations that help you create
and precisely tune the entire customer experience to enhance brand value,
deepen customer connections and fuel strategic growth.
60%60 percent of CMOs want to use data-driven
insights to shape their marketing campaigns
within the next three to five years, up from
40 percent today.4
-05-
THE NEW ERA OF MARKETING
The challenges and opportunities of
digital marketing have changed the role
of marketing professionals. Today, 63
percent of CEOs lean on CMOs to help
formulate their business strategy.5
81%In a recent survey, 81 percent of
marketers said strategic thinking
is the most important aspect of
their jobs, and 68 percent believe
it is more necessary today than it
was five years ago.6
-06-

Recommended

Externalize marketing? When it makes business sense.
Externalize marketing? When it makes business sense.Externalize marketing? When it makes business sense.
Externalize marketing? When it makes business sense.Juan Carlos Sanchez
 
A Guide to Effective Lead Generation - The Journey from List to Lead
A Guide to Effective Lead Generation - The Journey from List to LeadA Guide to Effective Lead Generation - The Journey from List to Lead
A Guide to Effective Lead Generation - The Journey from List to LeadReshma Nigam
 
Moving_To_The_Forefront Teradata white paper
Moving_To_The_Forefront Teradata white paperMoving_To_The_Forefront Teradata white paper
Moving_To_The_Forefront Teradata white paperDeb Schmidt
 
Communications In A Downturn Economy Final 110608
Communications In A Downturn Economy Final 110608Communications In A Downturn Economy Final 110608
Communications In A Downturn Economy Final 110608ColbyCox
 
The ultimate guide to the new buyers journey
The ultimate guide to the new buyers journeyThe ultimate guide to the new buyers journey
The ultimate guide to the new buyers journeyMarketBridge
 

More Related Content

What's hot

10 Key Marketing Trends for 2016
10 Key Marketing Trends for 201610 Key Marketing Trends for 2016
10 Key Marketing Trends for 2016IBM Watson Commerce
 
Precision Marketing by Ricoh for DeMeter
Precision Marketing by Ricoh for DeMeterPrecision Marketing by Ricoh for DeMeter
Precision Marketing by Ricoh for DeMeterDeMeter
 
The new world of B2B sales - Accenture - June 2020
The new world of B2B sales - Accenture - June 2020The new world of B2B sales - Accenture - June 2020
The new world of B2B sales - Accenture - June 2020Guillaume Larronde-Larretche
 
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBook
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBook9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBook
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBookSherry Lamoreaux
 
Point of Sale Industry Report - An Executive Summary
Point of Sale Industry Report - An Executive SummaryPoint of Sale Industry Report - An Executive Summary
Point of Sale Industry Report - An Executive SummaryAnil Noorani
 
7 ways to make the most of marketing technology
7 ways to make the most of marketing technology7 ways to make the most of marketing technology
7 ways to make the most of marketing technologyYesLifecycleMarketing
 
Measuring Marketing Insights
Measuring Marketing InsightsMeasuring Marketing Insights
Measuring Marketing Insightsrun_frictionless
 
Account-based Marketing Cincinnati AMA Presentation
Account-based Marketing Cincinnati AMA PresentationAccount-based Marketing Cincinnati AMA Presentation
Account-based Marketing Cincinnati AMA PresentationMartha France
 
Guide to Content Marketing for UK Professional Services
Guide to Content Marketing for UK Professional ServicesGuide to Content Marketing for UK Professional Services
Guide to Content Marketing for UK Professional ServicesLindsay Dier
 
Tarek elashraf marketing - the impact of digital technology on b2 b communi...
Tarek elashraf   marketing - the impact of digital technology on b2 b communi...Tarek elashraf   marketing - the impact of digital technology on b2 b communi...
Tarek elashraf marketing - the impact of digital technology on b2 b communi...Tarek Elashraf
 
Why true digital transformation must take place across the entire banking ent...
Why true digital transformation must take place across the entire banking ent...Why true digital transformation must take place across the entire banking ent...
Why true digital transformation must take place across the entire banking ent...Epsilon Marketing
 
Balance Internet launches second edition of Digital Transformation in B2B eCo...
Balance Internet launches second edition of Digital Transformation in B2B eCo...Balance Internet launches second edition of Digital Transformation in B2B eCo...
Balance Internet launches second edition of Digital Transformation in B2B eCo...run_frictionless
 
Cantina - Analytics + Modeling: Why Knowing Everything About Your Customers W...
Cantina - Analytics + Modeling: Why Knowing Everything About Your Customers W...Cantina - Analytics + Modeling: Why Knowing Everything About Your Customers W...
Cantina - Analytics + Modeling: Why Knowing Everything About Your Customers W...FutureM
 
Salesforce state of marketing 2018
Salesforce state of marketing 2018Salesforce state of marketing 2018
Salesforce state of marketing 2018ChristopherGray98
 

What's hot (19)

10 Key Marketing Trends for 2016
10 Key Marketing Trends for 201610 Key Marketing Trends for 2016
10 Key Marketing Trends for 2016
 
The 2016 Digital Marketer
The 2016 Digital MarketerThe 2016 Digital Marketer
The 2016 Digital Marketer
 
Precision Marketing by Ricoh for DeMeter
Precision Marketing by Ricoh for DeMeterPrecision Marketing by Ricoh for DeMeter
Precision Marketing by Ricoh for DeMeter
 
Marketing leadership report web 1
Marketing leadership report web 1Marketing leadership report web 1
Marketing leadership report web 1
 
Destination marketing yac
Destination marketing yacDestination marketing yac
Destination marketing yac
 
The new world of B2B sales - Accenture - June 2020
The new world of B2B sales - Accenture - June 2020The new world of B2B sales - Accenture - June 2020
The new world of B2B sales - Accenture - June 2020
 
Digital trends 2016
Digital trends 2016Digital trends 2016
Digital trends 2016
 
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBook
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBook9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBook
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBook
 
Point of Sale Industry Report - An Executive Summary
Point of Sale Industry Report - An Executive SummaryPoint of Sale Industry Report - An Executive Summary
Point of Sale Industry Report - An Executive Summary
 
7 ways to make the most of marketing technology
7 ways to make the most of marketing technology7 ways to make the most of marketing technology
7 ways to make the most of marketing technology
 
Measuring Marketing Insights
Measuring Marketing InsightsMeasuring Marketing Insights
Measuring Marketing Insights
 
Account-based Marketing Cincinnati AMA Presentation
Account-based Marketing Cincinnati AMA PresentationAccount-based Marketing Cincinnati AMA Presentation
Account-based Marketing Cincinnati AMA Presentation
 
Guide to Content Marketing for UK Professional Services
Guide to Content Marketing for UK Professional ServicesGuide to Content Marketing for UK Professional Services
Guide to Content Marketing for UK Professional Services
 
Tarek elashraf marketing - the impact of digital technology on b2 b communi...
Tarek elashraf   marketing - the impact of digital technology on b2 b communi...Tarek elashraf   marketing - the impact of digital technology on b2 b communi...
Tarek elashraf marketing - the impact of digital technology on b2 b communi...
 
Why true digital transformation must take place across the entire banking ent...
Why true digital transformation must take place across the entire banking ent...Why true digital transformation must take place across the entire banking ent...
Why true digital transformation must take place across the entire banking ent...
 
How to Choose the Right Digital Marketing Model
How to Choose the Right Digital Marketing ModelHow to Choose the Right Digital Marketing Model
How to Choose the Right Digital Marketing Model
 
Balance Internet launches second edition of Digital Transformation in B2B eCo...
Balance Internet launches second edition of Digital Transformation in B2B eCo...Balance Internet launches second edition of Digital Transformation in B2B eCo...
Balance Internet launches second edition of Digital Transformation in B2B eCo...
 
Cantina - Analytics + Modeling: Why Knowing Everything About Your Customers W...
Cantina - Analytics + Modeling: Why Knowing Everything About Your Customers W...Cantina - Analytics + Modeling: Why Knowing Everything About Your Customers W...
Cantina - Analytics + Modeling: Why Knowing Everything About Your Customers W...
 
Salesforce state of marketing 2018
Salesforce state of marketing 2018Salesforce state of marketing 2018
Salesforce state of marketing 2018
 

Similar to The new era of marketing begins now

Key trends in marketing.pdf
Key trends in marketing.pdfKey trends in marketing.pdf
Key trends in marketing.pdfKaarthiekheyan
 
Dissecting the Art of Building Great Customer Experiences (1).pdf
Dissecting the Art of Building Great Customer Experiences (1).pdfDissecting the Art of Building Great Customer Experiences (1).pdf
Dissecting the Art of Building Great Customer Experiences (1).pdfMeenuRandhawa2
 
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...Rebecca Lieb
 
The unified-customer-experience-imperative
The unified-customer-experience-imperativeThe unified-customer-experience-imperative
The unified-customer-experience-imperativeRodd SL
 
Best practices for predicting results: a guide to marketing analytics
Best practices for predicting results: a guide to marketing analyticsBest practices for predicting results: a guide to marketing analytics
Best practices for predicting results: a guide to marketing analyticsThe Marketing Distillery
 
2016 Lead Nurturing Report In Partnership With Salesforce Pardot
2016 Lead Nurturing Report In Partnership With Salesforce Pardot2016 Lead Nurturing Report In Partnership With Salesforce Pardot
2016 Lead Nurturing Report In Partnership With Salesforce PardotVeena Glover
 
More consumer data - but less insight? How to leverage consumer data and insi...
More consumer data - but less insight? How to leverage consumer data and insi...More consumer data - but less insight? How to leverage consumer data and insi...
More consumer data - but less insight? How to leverage consumer data and insi...Drthomasbrand Limited
 
How digital technology is reshaping marketing organizations
How digital technology is reshaping marketing organizationsHow digital technology is reshaping marketing organizations
How digital technology is reshaping marketing organizationsTim Nagels
 
W3: Connecting brands with people
W3: Connecting brands with peopleW3: Connecting brands with people
W3: Connecting brands with peopleWorking Three
 
How To Choose the Right Digital Marketing Model
How To Choose the Right Digital Marketing ModelHow To Choose the Right Digital Marketing Model
How To Choose the Right Digital Marketing ModelKenneth Kwan
 
Digital Commerce Trends for 2014
Digital Commerce Trends for 2014Digital Commerce Trends for 2014
Digital Commerce Trends for 2014Roope Ruotsalainen
 
8 B2B Marketing Trends for 2013 from hawkeye
8 B2B Marketing Trends for 2013 from hawkeye8 B2B Marketing Trends for 2013 from hawkeye
8 B2B Marketing Trends for 2013 from hawkeyeJohn Tedstrom
 
Creating Ideal Customers - How Modern Marketing Works
Creating Ideal Customers - How Modern Marketing WorksCreating Ideal Customers - How Modern Marketing Works
Creating Ideal Customers - How Modern Marketing WorksValeria Donaldson
 
The Customer-Conscious C-Suite
The Customer-Conscious C-SuiteThe Customer-Conscious C-Suite
The Customer-Conscious C-SuiteCalabrio
 
The Customer-Conscious C-Suite
The Customer-Conscious C-SuiteThe Customer-Conscious C-Suite
The Customer-Conscious C-SuiteAshley Kessler
 
Ultimate Guide to the New Buyers Journey
Ultimate Guide to the New Buyers JourneyUltimate Guide to the New Buyers Journey
Ultimate Guide to the New Buyers JourneyEvgeny Tsarkov
 
From 1 to 1 to 1 to you loyalty
From 1 to 1 to 1 to you loyaltyFrom 1 to 1 to 1 to you loyalty
From 1 to 1 to 1 to you loyaltyEpsilon EMEA
 
Metrics that Measure Brand and Engagement
Metrics that Measure Brand and EngagementMetrics that Measure Brand and Engagement
Metrics that Measure Brand and EngagementMighty Guides, Inc.
 

Similar to The new era of marketing begins now (20)

Key trends in marketing.pdf
Key trends in marketing.pdfKey trends in marketing.pdf
Key trends in marketing.pdf
 
Dissecting the Art of Building Great Customer Experiences (1).pdf
Dissecting the Art of Building Great Customer Experiences (1).pdfDissecting the Art of Building Great Customer Experiences (1).pdf
Dissecting the Art of Building Great Customer Experiences (1).pdf
 
CRMC 2012 Agenda
CRMC 2012 AgendaCRMC 2012 Agenda
CRMC 2012 Agenda
 
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...
 
The unified-customer-experience-imperative
The unified-customer-experience-imperativeThe unified-customer-experience-imperative
The unified-customer-experience-imperative
 
Best practices for predicting results: a guide to marketing analytics
Best practices for predicting results: a guide to marketing analyticsBest practices for predicting results: a guide to marketing analytics
Best practices for predicting results: a guide to marketing analytics
 
2016 Lead Nurturing Report In Partnership With Salesforce Pardot
2016 Lead Nurturing Report In Partnership With Salesforce Pardot2016 Lead Nurturing Report In Partnership With Salesforce Pardot
2016 Lead Nurturing Report In Partnership With Salesforce Pardot
 
More consumer data - but less insight? How to leverage consumer data and insi...
More consumer data - but less insight? How to leverage consumer data and insi...More consumer data - but less insight? How to leverage consumer data and insi...
More consumer data - but less insight? How to leverage consumer data and insi...
 
How digital technology is reshaping marketing organizations
How digital technology is reshaping marketing organizationsHow digital technology is reshaping marketing organizations
How digital technology is reshaping marketing organizations
 
W3: Connecting brands with people
W3: Connecting brands with peopleW3: Connecting brands with people
W3: Connecting brands with people
 
How To Choose the Right Digital Marketing Model
How To Choose the Right Digital Marketing ModelHow To Choose the Right Digital Marketing Model
How To Choose the Right Digital Marketing Model
 
Digital Commerce Trends for 2014
Digital Commerce Trends for 2014Digital Commerce Trends for 2014
Digital Commerce Trends for 2014
 
8 B2B Marketing Trends for 2013 from hawkeye
8 B2B Marketing Trends for 2013 from hawkeye8 B2B Marketing Trends for 2013 from hawkeye
8 B2B Marketing Trends for 2013 from hawkeye
 
Sapient Presentation
Sapient PresentationSapient Presentation
Sapient Presentation
 
Creating Ideal Customers - How Modern Marketing Works
Creating Ideal Customers - How Modern Marketing WorksCreating Ideal Customers - How Modern Marketing Works
Creating Ideal Customers - How Modern Marketing Works
 
The Customer-Conscious C-Suite
The Customer-Conscious C-SuiteThe Customer-Conscious C-Suite
The Customer-Conscious C-Suite
 
The Customer-Conscious C-Suite
The Customer-Conscious C-SuiteThe Customer-Conscious C-Suite
The Customer-Conscious C-Suite
 
Ultimate Guide to the New Buyers Journey
Ultimate Guide to the New Buyers JourneyUltimate Guide to the New Buyers Journey
Ultimate Guide to the New Buyers Journey
 
From 1 to 1 to 1 to you loyalty
From 1 to 1 to 1 to you loyaltyFrom 1 to 1 to 1 to you loyalty
From 1 to 1 to 1 to you loyalty
 
Metrics that Measure Brand and Engagement
Metrics that Measure Brand and EngagementMetrics that Measure Brand and Engagement
Metrics that Measure Brand and Engagement
 

More from Caroline Boscher

What is Websphere Commerce Managed Hosted?
What is Websphere Commerce Managed Hosted?What is Websphere Commerce Managed Hosted?
What is Websphere Commerce Managed Hosted?Caroline Boscher
 
The new era of supply chain begins now
The new era of supply chain begins nowThe new era of supply chain begins now
The new era of supply chain begins nowCaroline Boscher
 
All you need to know about Data Management
All you need to know about Data ManagementAll you need to know about Data Management
All you need to know about Data ManagementCaroline Boscher
 
L'e-Paiment a l'heure de l'expérience client
L'e-Paiment a l'heure de l'expérience clientL'e-Paiment a l'heure de l'expérience client
L'e-Paiment a l'heure de l'expérience clientCaroline Boscher
 
Les push notifications, mode d’emploi 2015
Les push notifications, mode d’emploi 2015Les push notifications, mode d’emploi 2015
Les push notifications, mode d’emploi 2015Caroline Boscher
 
Les données de vente B2B de Mapa et Spontex transitent dans le cloud avec ...
Les données de vente  B2B de Mapa et Spontex  transitent dans le cloud  avec ...Les données de vente  B2B de Mapa et Spontex  transitent dans le cloud  avec ...
Les données de vente B2B de Mapa et Spontex transitent dans le cloud avec ...Caroline Boscher
 

More from Caroline Boscher (8)

What is Websphere Commerce Managed Hosted?
What is Websphere Commerce Managed Hosted?What is Websphere Commerce Managed Hosted?
What is Websphere Commerce Managed Hosted?
 
YOU TO THE POWER OF IBM
YOU TO THE POWER OF IBMYOU TO THE POWER OF IBM
YOU TO THE POWER OF IBM
 
GDPR for Dummies
GDPR for DummiesGDPR for Dummies
GDPR for Dummies
 
The new era of supply chain begins now
The new era of supply chain begins nowThe new era of supply chain begins now
The new era of supply chain begins now
 
All you need to know about Data Management
All you need to know about Data ManagementAll you need to know about Data Management
All you need to know about Data Management
 
L'e-Paiment a l'heure de l'expérience client
L'e-Paiment a l'heure de l'expérience clientL'e-Paiment a l'heure de l'expérience client
L'e-Paiment a l'heure de l'expérience client
 
Les push notifications, mode d’emploi 2015
Les push notifications, mode d’emploi 2015Les push notifications, mode d’emploi 2015
Les push notifications, mode d’emploi 2015
 
Les données de vente B2B de Mapa et Spontex transitent dans le cloud avec ...
Les données de vente  B2B de Mapa et Spontex  transitent dans le cloud  avec ...Les données de vente  B2B de Mapa et Spontex  transitent dans le cloud  avec ...
Les données de vente B2B de Mapa et Spontex transitent dans le cloud avec ...
 

Recently uploaded

Evolution of Chatbots: From Custom AI Chatbots and AI Chatbots for Websites.pptx
Evolution of Chatbots: From Custom AI Chatbots and AI Chatbots for Websites.pptxEvolution of Chatbots: From Custom AI Chatbots and AI Chatbots for Websites.pptx
Evolution of Chatbots: From Custom AI Chatbots and AI Chatbots for Websites.pptxKyle Willson
 
Launching New Products In Companies Where It Matters Most
Launching New Products In Companies Where It Matters MostLaunching New Products In Companies Where It Matters Most
Launching New Products In Companies Where It Matters MostProduct School
 
Power of 2024 - WITforce Odyssey.pptx.pdf
Power of 2024 - WITforce Odyssey.pptx.pdfPower of 2024 - WITforce Odyssey.pptx.pdf
Power of 2024 - WITforce Odyssey.pptx.pdfkatalinjordans1
 
Introduction to Multimodal LLMs with LLaVA
Introduction to Multimodal LLMs with LLaVAIntroduction to Multimodal LLMs with LLaVA
Introduction to Multimodal LLMs with LLaVARobert McDermott
 
Q1 Memory Fabric Forum: SMART CXL Product Lineup
Q1 Memory Fabric Forum: SMART CXL Product LineupQ1 Memory Fabric Forum: SMART CXL Product Lineup
Q1 Memory Fabric Forum: SMART CXL Product LineupMemory Fabric Forum
 
From eSIMs to iSIMs: It’s Inside the Manufacturing
From eSIMs to iSIMs: It’s Inside the ManufacturingFrom eSIMs to iSIMs: It’s Inside the Manufacturing
From eSIMs to iSIMs: It’s Inside the ManufacturingSoracom Global, Inc.
 
OTel Orientation_ How to Train Teams (OTel in Practice).pdf
OTel Orientation_ How to Train Teams (OTel in Practice).pdfOTel Orientation_ How to Train Teams (OTel in Practice).pdf
OTel Orientation_ How to Train Teams (OTel in Practice).pdfPaige Cruz
 
Heltun_HE-RS01_User_Manual_B9AH.pdf
Heltun_HE-RS01_User_Manual_B9AH.pdfHeltun_HE-RS01_User_Manual_B9AH.pdf
Heltun_HE-RS01_User_Manual_B9AH.pdfMarielaL5
 
DNA LIGASE BIOTECHNOLOGY BIOLOGY STUDY OF LIFE
DNA LIGASE BIOTECHNOLOGY BIOLOGY STUDY OF LIFEDNA LIGASE BIOTECHNOLOGY BIOLOGY STUDY OF LIFE
DNA LIGASE BIOTECHNOLOGY BIOLOGY STUDY OF LIFEandreiandasan
 
Microsoft Azure News - Feb 2024
Microsoft Azure News - Feb 2024Microsoft Azure News - Feb 2024
Microsoft Azure News - Feb 2024Daniel Toomey
 
Manual Eurotronic Thermostatic Valve Comry Z-Wave
Manual Eurotronic Thermostatic Valve Comry Z-WaveManual Eurotronic Thermostatic Valve Comry Z-Wave
Manual Eurotronic Thermostatic Valve Comry Z-WaveDomotica daVinci
 
The Future of Product, by Founder & CEO, Product School
The Future of Product, by Founder & CEO, Product SchoolThe Future of Product, by Founder & CEO, Product School
The Future of Product, by Founder & CEO, Product SchoolProduct School
 
Synergy in Leadership and Product Excellence: A Blueprint for Growth
Synergy in Leadership and Product Excellence: A Blueprint for GrowthSynergy in Leadership and Product Excellence: A Blueprint for Growth
Synergy in Leadership and Product Excellence: A Blueprint for GrowthProduct School
 
My sample product research idea for you!
My sample product research idea for you!My sample product research idea for you!
My sample product research idea for you!KivenRaySarsaba
 
Tete thermostatique Zigbee MOES BRT-100 V2.pdf
Tete thermostatique Zigbee MOES BRT-100 V2.pdfTete thermostatique Zigbee MOES BRT-100 V2.pdf
Tete thermostatique Zigbee MOES BRT-100 V2.pdfDomotica daVinci
 
Relationship Counselling: From Disjointed Features to Product-First Thinking
Relationship Counselling: From Disjointed Features to Product-First ThinkingRelationship Counselling: From Disjointed Features to Product-First Thinking
Relationship Counselling: From Disjointed Features to Product-First ThinkingProduct School
 
Artificial-Intelligence-in-Marketing-Data.pdf
Artificial-Intelligence-in-Marketing-Data.pdfArtificial-Intelligence-in-Marketing-Data.pdf
Artificial-Intelligence-in-Marketing-Data.pdfIsidro Navarro
 
Breaking Barriers & Leveraging the Latest Developments in AI Technology
Breaking Barriers & Leveraging the Latest Developments in AI TechnologyBreaking Barriers & Leveraging the Latest Developments in AI Technology
Breaking Barriers & Leveraging the Latest Developments in AI TechnologySafe Software
 
Harnessing the Power of GenAI for Exceptional Product Outcomes by Booking.com...
Harnessing the Power of GenAI for Exceptional Product Outcomes by Booking.com...Harnessing the Power of GenAI for Exceptional Product Outcomes by Booking.com...
Harnessing the Power of GenAI for Exceptional Product Outcomes by Booking.com...Product School
 
Enhancing SaaS Performance: A Hands-on Workshop for Partners
Enhancing SaaS Performance: A Hands-on Workshop for PartnersEnhancing SaaS Performance: A Hands-on Workshop for Partners
Enhancing SaaS Performance: A Hands-on Workshop for PartnersThousandEyes
 

Recently uploaded (20)

Evolution of Chatbots: From Custom AI Chatbots and AI Chatbots for Websites.pptx
Evolution of Chatbots: From Custom AI Chatbots and AI Chatbots for Websites.pptxEvolution of Chatbots: From Custom AI Chatbots and AI Chatbots for Websites.pptx
Evolution of Chatbots: From Custom AI Chatbots and AI Chatbots for Websites.pptx
 
Launching New Products In Companies Where It Matters Most
Launching New Products In Companies Where It Matters MostLaunching New Products In Companies Where It Matters Most
Launching New Products In Companies Where It Matters Most
 
Power of 2024 - WITforce Odyssey.pptx.pdf
Power of 2024 - WITforce Odyssey.pptx.pdfPower of 2024 - WITforce Odyssey.pptx.pdf
Power of 2024 - WITforce Odyssey.pptx.pdf
 
Introduction to Multimodal LLMs with LLaVA
Introduction to Multimodal LLMs with LLaVAIntroduction to Multimodal LLMs with LLaVA
Introduction to Multimodal LLMs with LLaVA
 
Q1 Memory Fabric Forum: SMART CXL Product Lineup
Q1 Memory Fabric Forum: SMART CXL Product LineupQ1 Memory Fabric Forum: SMART CXL Product Lineup
Q1 Memory Fabric Forum: SMART CXL Product Lineup
 
From eSIMs to iSIMs: It’s Inside the Manufacturing
From eSIMs to iSIMs: It’s Inside the ManufacturingFrom eSIMs to iSIMs: It’s Inside the Manufacturing
From eSIMs to iSIMs: It’s Inside the Manufacturing
 
OTel Orientation_ How to Train Teams (OTel in Practice).pdf
OTel Orientation_ How to Train Teams (OTel in Practice).pdfOTel Orientation_ How to Train Teams (OTel in Practice).pdf
OTel Orientation_ How to Train Teams (OTel in Practice).pdf
 
Heltun_HE-RS01_User_Manual_B9AH.pdf
Heltun_HE-RS01_User_Manual_B9AH.pdfHeltun_HE-RS01_User_Manual_B9AH.pdf
Heltun_HE-RS01_User_Manual_B9AH.pdf
 
DNA LIGASE BIOTECHNOLOGY BIOLOGY STUDY OF LIFE
DNA LIGASE BIOTECHNOLOGY BIOLOGY STUDY OF LIFEDNA LIGASE BIOTECHNOLOGY BIOLOGY STUDY OF LIFE
DNA LIGASE BIOTECHNOLOGY BIOLOGY STUDY OF LIFE
 
Microsoft Azure News - Feb 2024
Microsoft Azure News - Feb 2024Microsoft Azure News - Feb 2024
Microsoft Azure News - Feb 2024
 
Manual Eurotronic Thermostatic Valve Comry Z-Wave
Manual Eurotronic Thermostatic Valve Comry Z-WaveManual Eurotronic Thermostatic Valve Comry Z-Wave
Manual Eurotronic Thermostatic Valve Comry Z-Wave
 
The Future of Product, by Founder & CEO, Product School
The Future of Product, by Founder & CEO, Product SchoolThe Future of Product, by Founder & CEO, Product School
The Future of Product, by Founder & CEO, Product School
 
Synergy in Leadership and Product Excellence: A Blueprint for Growth
Synergy in Leadership and Product Excellence: A Blueprint for GrowthSynergy in Leadership and Product Excellence: A Blueprint for Growth
Synergy in Leadership and Product Excellence: A Blueprint for Growth
 
My sample product research idea for you!
My sample product research idea for you!My sample product research idea for you!
My sample product research idea for you!
 
Tete thermostatique Zigbee MOES BRT-100 V2.pdf
Tete thermostatique Zigbee MOES BRT-100 V2.pdfTete thermostatique Zigbee MOES BRT-100 V2.pdf
Tete thermostatique Zigbee MOES BRT-100 V2.pdf
 
Relationship Counselling: From Disjointed Features to Product-First Thinking
Relationship Counselling: From Disjointed Features to Product-First ThinkingRelationship Counselling: From Disjointed Features to Product-First Thinking
Relationship Counselling: From Disjointed Features to Product-First Thinking
 
Artificial-Intelligence-in-Marketing-Data.pdf
Artificial-Intelligence-in-Marketing-Data.pdfArtificial-Intelligence-in-Marketing-Data.pdf
Artificial-Intelligence-in-Marketing-Data.pdf
 
Breaking Barriers & Leveraging the Latest Developments in AI Technology
Breaking Barriers & Leveraging the Latest Developments in AI TechnologyBreaking Barriers & Leveraging the Latest Developments in AI Technology
Breaking Barriers & Leveraging the Latest Developments in AI Technology
 
Harnessing the Power of GenAI for Exceptional Product Outcomes by Booking.com...
Harnessing the Power of GenAI for Exceptional Product Outcomes by Booking.com...Harnessing the Power of GenAI for Exceptional Product Outcomes by Booking.com...
Harnessing the Power of GenAI for Exceptional Product Outcomes by Booking.com...
 
Enhancing SaaS Performance: A Hands-on Workshop for Partners
Enhancing SaaS Performance: A Hands-on Workshop for PartnersEnhancing SaaS Performance: A Hands-on Workshop for Partners
Enhancing SaaS Performance: A Hands-on Workshop for Partners
 

The new era of marketing begins now

  • 1. The new era of marketing begins now Unleash the power of Watson Marketing to deepen customer connections, grow brand value and fuel strategic growth
  • 2. THE NEW ERA OF MARKETING When you’re the customer, you expect companies to know you—to cater to your likes, needs, wants and preferences with every transaction and interaction. Those expectations are made all the more challenging in a digital marketplace where trends transform industries and reshape consumer demands virtually overnight. 14 PERCENTAGE POINTS Customer experience leaders enjoyed compound average revenue growth that was 14 percentage points higher than customer experience laggards from 2010 to 2015.1 2010 2011 20142012 2015 -02-
  • 3. THE NEW ERA OF MARKETING REIMAGINE HOW CUSTOMERS CONNECT WITH YOUR BRAND. Customers grow closer to a brand through experiences that meet and expand their expectations. Every experience counts. And marketers shoulder the pressure of creating the kinds of experiences that build these valuable brand relationships with thousands or even millions of customers at a time. Marketing in the cognitive era is about using insight and technology in new ways to elevate the entirety of the customer experience—creating singular yet cohesive moments throughout the customer journey that are tailored to each person’s needs, beyond any single product or service. It is about building connections with customers that withstand the changing dynamics and demands of your evolving marketplace. It is taking on new opportunities to lead strategic growth for your organization. 2/3Nearly two-thirds of chief marketing officers (CMOs) regard developing deeper, richer customer experiences as their top marketing priority.2 -03-
  • 4. THE NEW ERA OF MARKETING INFUSE DATA INTO YOUR MARKETING DNA. Changing the customer experience starts by changing your approach to data. Marketers and business leaders know that customer insights are key to building and maintaining brand value and profitable customer relationships. Consumers now readily share a significant amount of information about themselves through social media, online transactions and other interactions. Yet despite this, only a fraction of marketers believe they have sufficient access to data. It’s a dichotomy in which you and other marketers are thirsting for insight while drowning in a vast ocean of data. The sheer complexity of data and the tools used to make sense of it can make it difficult for anyone other than IT and data specialists to derive needed customer and marketplace insights. And in a marketplace where responsiveness and relevancy are critical, those extra steps can weigh you down. Fragmented views of customer data across organizations add to the problem. And the biggest challenge is that some of the most revealing data about critical human insights is in unstructured forms such as images, natural language and video—dark data that’s out of reach for most organizations. 88%88 percent of all available data is dark to most organizations.3 -04-
  • 5. THE NEW ERA OF MARKETING IN A COGNITIVE BUSINESS, DATA WORKS IN SERVICE TO MARKETING—NOT THE OTHER WAY AROUND. In a cognitive business, insights are embedded into the marketing processes you already use every day—insights that can inform more targeted, relevant and effective marketing messages, vehicles and tactics. Data of all types from practically all sources can be correlated and analyzed, creating unique insights that drive recommendations. Teams can work collaboratively using intuitive interfaces that make it easier to visualize and craft the customer journey, learning from one another to scale expertise and create and refine cohesive customer experiences. In a cognitive business, marketing solutions understand, reason and learn, serving up ever-smarter, contextual recommendations that help you create and precisely tune the entire customer experience to enhance brand value, deepen customer connections and fuel strategic growth. 60%60 percent of CMOs want to use data-driven insights to shape their marketing campaigns within the next three to five years, up from 40 percent today.4 -05-
  • 6. THE NEW ERA OF MARKETING The challenges and opportunities of digital marketing have changed the role of marketing professionals. Today, 63 percent of CEOs lean on CMOs to help formulate their business strategy.5 81%In a recent survey, 81 percent of marketers said strategic thinking is the most important aspect of their jobs, and 68 percent believe it is more necessary today than it was five years ago.6 -06-
  • 7. THE NEW ERA OF MARKETING THE NEW MARKETING MINDSET OUTTHINKS THE BRAND EXPERIENCE. As a marketer and business leader, you help drive multiple initiatives, charting courses for business growth and deeper customer connections while identifying and pursuing opportunities for innovation. In a cognitive business, you’re empowered to deliver more value to your organization across these opportunities. By infusing insights into your marketing approach and expanding knowledge sharing and collaboration across your marketing team and organization, you can enhance your contributions as a strategic business builder, experience architect and insight activist. 82%82 percent of CMOs report that their goals are aligned to revenue targets, and 41 percent say they are aligned to profit targets as well.7 -07-
  • 8. THE NEW ERA OF MARKETING GROW BRAND VALUE WITH CONFIDENCE Marketer as business builder: I make decisions based on data I trust, using insights to inform and prioritize my initiatives and pursue the most promising pathways to growth and profitability. I work with technology in new ways to bring greater precision to my campaigns and personalization to each customer interaction, helping us stay ahead of competitors and ever-changing customer expectations. What’s possible in a cognitive business: Discover unmet customer needs to innovate products, services and revenue streams Drive conversion and profit through tailored products, services, value propositions, offers and prices Help maximize the lifetime value of customers and partners by optimizing investment across relationships CASE STUDY ING DIRECT Australia To meet the goal of doubling its primary banking base by 2020, ING DIRECT Australia needed to significantly ramp up customer acquisition efforts. The bank worked with IBM to build an automated, analytics-driven marketing process that provided more relevant offers, incentives and information to customers on every channel. The new capabilities allowed the bank to launch personalized campaigns 50 percent faster, which helped win the attention and business of more potential customers. ING DIRECT has successfully doubled its year-over-year customer acquisition rate while also boosting cross-sell rates. Read the full story. -08-
  • 9. THE NEW ERA OF MARKETING CAPTIVATE THROUGH THE STRENGTH OF HUMAN CONNECTION Marketer as experience architect: I take a holistic view of the customer experience, weaving together individual moments that together position our brand as a familiar, valued and integral part of each customer’s day-to-day life. I understand the needs, preferences and priorities of customers, adjusting content, channels and services continually, so customers can connect with our brand and the world in rewarding ways. What’s possible in a cognitive business: Strengthen trust by engaging with customers as individuals consistently across channels and interactions Cultivate loyalty and advocacy by dynamically delivering experiences that bring the brand to life Unleash creativity across the customer journey by working collaboratively CASE STUDY The Clorox Company As a leading multinational manufacturer and marketer of consumer and professional products—including its namesake bleach and cleaning products—Clorox wanted to create a smoother digital experience that would make it easier for consumers to browse and buy products no matter where they are in their journeys. Working with IBM, Clorox created a powerful customer experience analytics platform to understand how consumers interact with its online and mobile channels, so it can now serve up the right content and engagements to shape smoother digital journeys. By creating more personalized experiences, Clorox is able to better engage customers to drive sales and nurture repeat business. Read the full story. -09-
  • 10. THE NEW ERA OF MARKETING DISCOVER THE OPPORTUNITY IN ALL DATA Marketer as insight activist: I continually seek out new sources of knowledge by exploring data from inside and outside the organization, tapping into new insights revealed by customer behavior and sentiment. I readily share findings and easily scale expertise to accelerate organizational learning. Together, my team and I dig deep to answer tough questions, fueling a culture of curiosity that ignites innovation. What’s possible in a cognitive business: Fuel new business opportunities and performance improvements through always-on insights and recommendations Capture the heart and mind of every customer by acting on micro insights Use all types of data, including unstructured, to develop unique insights and to identify business opportunities and performance improvements CASE STUDY City of Melbourne The capital of Victoria, Australia, and the financial center of the country, the City of Melbourne wanted to use social media voluntarily shared by city residents and visitors about its annual Melbourne Spring Fashion Week program to create better, more engaging event experiences. Working with IBM, the city used social media analytics technology to assess consumer sentiment from posts and conversations on Twitter and Instagram. The solution, hosted on a cloud platform, uses mobile, high-volume analytics and psycholinguistics technology to give event planners a view of the social engagement during fashion week, so they can then use these insights to understand exactly where, why and how consumers engaged digitally in order to enhance future event experiences. Read the full story. -10-
  • 11. THE NEW ERA OF MARKETING Watson Marketing combines business and marketing expertise with industry-leading solutions that are embedded with cognitive capabilities. Uncover new levels of actionable insights, deliver powerful and personalized experiences that customers want and value, and discover innovative ideas that provide a competitive edge. “Watson can unlock insights buried deep within data, offering marketers a closer look at the consumer mindset, including how and when consumers want to engage with brands.” Steve Abrams, Watson platform director, IBM -11-
  • 12. THE NEW ERA OF MARKETING WATSON MARKETING PUTS YOU AT THE FOREFRONT OF WHAT’S NEXT—NOW. Solutions that embed better decision making into the work you do every day Select ideal audiences: Identify the right target audiences based on your campaign and business goals without having to go to a data analyst. Design customer journeys: Anticipate and understand individual customer paths and behaviors throughout the customer journey to architect the right combination of interactions to drive conversion and maximize relationship value. Scale personalized experiences: Use machine learning in collaboration with marketers to identify best offers and content at scale and to proactively test and recommend rules, avoiding delays and setbacks. Proactively manage performance: Get alerts through embedded analytics when your campaigns are off course from projected goals or your customers are struggling so you can take proactive corrective action. “Social provides insight into customer feelings and thoughts.We use that insight to inform our strategy at the very beginning.” Lucan Creamer, executive manager, City of Melbourne -12-
  • 13. THE NEW ERA OF MARKETING Expertise to create winning human experiences THINK® Marketing digital hub: Gain one-click access to a network of experts from IBM, peers and influencers who share insights, inspiration and the latest road-tested strategies to continually improve customer experiences. Explore the hub today. Customer relationship innovation: Cocreate inspiring, personalized experiences with IBM’s business design practice with expertise in experience strategy, digital reinvention, commerce platforms, mobile and emerging technologies. Marketing operations and analytics expertise: Engage a comprehensive range of managed marketing services from marketing experts that help you get the most out of your marketing automation investments with expertise in marketing processes, analytics and operations. Cognitive advertising: Leverage IBM Watson™ technology to move from intent-based advertising to actual one-to-one interactions that allow consumers to ask questions via voice or text and receive relevant information about a product or offering. “While in this increasingly cluttered world it is getting harder and harder to break through and engage people, technology is helping to find ways to connect with more relevant content. This will help us create better, more engaging content that matches our consumers’ interests and unique preferences.” Keith Weed, chief marketing and communications officer, Unilever -13-
  • 14. THE NEW ERA OF MARKETING An open ecosystem to keep you moving at the speed of the marketplace Data: Connect to and leverage data, from virtually all sources, including that which is derived from sentiment, behavior, sensors, images and natural language. Insights: Gain ready access to cultivated, contextual insights from more than 150 data sources, including The Weather Company, Twitter and Facebook. Solutions: Act in concert in real time across customer engagement solutions from IBM and more than 100 IBM Business Partners, including social, mobile, customer relationship management and paid advertising solutions. Developer support: Increase brand differentiation by sourcing services, including developer-driven tools, to create bots and virtual agents, as well as cognitive capabilities that empower applications to learn from practically every customer interaction. “At Macy’s, we remain focused on identifying, testing and supporting new ideas and approaches that will help elevate service to our customers through technology. [Our new program] leverages the power of IBM Watson and will help us explore new ways to engage one-on-one with customers in-store, providing them another level of service right at their fingertips.” Peter Sachse, chief growth officer, Macy’s -14-
  • 15. THE NEW ERA OF MARKETING Illuminate new possibilities with Watson Marketing. With Watson Marketing, now is the moment when you can discover and pursue new opportunities to deepen customer connections, grow brand value and advance business growth. Outthink possibilities for your customers and your organization now at ibm.com/watson/marketing. You’ll learn how you can use the power of Watson technology to support and enhance the work you do every day, allowing you to act with greater speed and precision while gaining new and powerful insights that help you reimagine what’s possible for your customers, your brand and your business. -15-
  • 16. THE NEW ERA OF MARKETING © Copyright IBM Corporation 2016 IBM Corporation Software Group Route 100 Somers, NY 10589 Produced in the United States of America October 2016 IBM, the IBM logo, ibm.com, and Watson are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the web at “Copyright and trademark information” at ibm.com/legal/copytrade.shtml This document is current as of the initial date of publication and may be changed by IBM at any time. Not all offerings are available in every country in which IBM operates. The client examples cited are presented for illustrative purposes only. Actual performance results may vary depending on specific configurations and operating conditions. THE INFORMATION IN THIS DOCUMENT IS PROVIDED “AS IS” WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY WARRANTIES OF MERCHANTABIL- ITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTY OR CONDITION OF NON-INFRINGEMENT. IBM products are warranted according to the terms and conditions of the agreements under which they are provided. FOOTNOTES 1 Forrester, “Customer Experience Drives Revenue Growth, 2016,” Harley Manning’s Blog, June 21, 2016. 2 IBM, Redefining Markets: Insights from the Global C-suite Study – The CMO perspective, January 2016. 3 IBM Research 4 IBM, Redefining Markets: Insights from the Global C-suite Study – The CMO perspective, January 2016. 5 IBM, Stepping up to the challenge: CMO insights from the Global C-suite Study, March 2014. 6 Marketing Week, “Brand strategy, data and customer experience are marketers’ new priorities,” Mindi Chahal, May 9, 2016. 7 Forrester, The Evolved CMO In 2016, Sheryl Pattek and Michelle Moorehead, July 6, 2016. QKE12345-USEN-00 -16-