© 2013 IBM CorporationMarketing needs to change to be successful:Put your customer in the centre!Stefan Pfeiffer | Marketi...
The Time of SPAM is over
© 2013 IBM CorporationThe Time of (Marketing) SPAM is over ...3
© 2013 IBM CorporationThe Death of Mass Marketing ....We are used ...● to send Direct Mail● to send E-Mail● to let prospec...
© 2013 IBM Corporation... in the Age of OptOut and UnsubscribeCustomers are bored by nonpersonalized, non-valuable Marketi...
© 2013 IBM CorporationIBM CMO Study: Ready for Digital Marketing Era?
750%71%68%65%63%59%57%56%56%56%55%54%50%The vast majority of CMOs are underprepared to manage the impactof key changes in ...
© 2013 IBM CorporationFrom Markets, Segments, Targeting to Marketing to IndividualsSegmentation and Targeting remain impor...
9The Customer in the Centre ...... and provide value to himOfflineinteractionsWeb site activityWeb adsMass mediadataCallce...
© 2013 IBM CorporationThe Time of your Web Site asa nice Shop Windows is over ...Todays Web Presence needs to be● in Respo...
Rich Content ContextSocial CommunitiesMobile AnalyticsAchieving Exceptional Customer Web Experiences
12Compelling, current contentSeamlessly integrated experienceTake a spin through Wimbledon.com - an engaging onlineexperie...
13Inline editing & management for rich mediaIntegrated Social content in context...with dynamic content, social and mobile...
© 2013 IBM CorporationNot only Responsive Design is a must ...... overall Responsivenessis a No-Brainer Click-to-Call Cl...
© 2013 IBM CorporationMost Customers have already made their decision, when they talkto Sales ...“Today 80% of B2B purchas...
© 2013 IBM Corporation
© 2013 IBM CorporationWord of mouth is not the Megaphone approach
© 2013 IBM CorporationThe Power of Earned Media ...18
The Social Media revolution is changing the way people interactand creates new relationshipsBloggerTwitterVimeoDeliciousPi...
Social builds on individuals ... not on Social SPAMOffical Company Channels versus personal voicesCanned Tweets versus per...
Dont forget ...It is a Transparency Machine... and it is the Web 2.0..
© 2013 IBM CorporationListen ...Social Media Monitoring isa MUST for each Company!
© 2013 IBM CorporationCombine attitudinal and survey-based data with social mediasentiment to anticipate and targetnew seg...
24Social everywhere - Communities everywhere
25The Power of Communities: Self Service à la developerWorksSelect the right productsBuild 21st century skillsGet help ...
© 2012 IBM CorporationThe Power of Communities: Product DevelopmentThe Example Connections Next+++
ReThink your Marketing!
© 2013 IBM CorporationWhy working with IBM?IBM has a unique of portfolio supporting Marketing Professionals and DigitalAge...
Stefan PfeifferMarketing Lead SocialBusiness EuropeIBM Deutschland GmbHWilhelm Fay Str. 30-3465936 FrankfurtTel +49-7034-6...
© 2013 IBM CorporationLegal Disclaimer© IBM Corporation 2013. All Rights Reserved.The information contained in this public...
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Marketing needs to change to be successful: Put your customer in the centre!

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Marketing needs to change to be successful: Put your customer in the centre!

  1. 1. © 2013 IBM CorporationMarketing needs to change to be successful:Put your customer in the centre!Stefan Pfeiffer | Marketing Lead Social Business EuropaApril 2013
  2. 2. The Time of SPAM is over
  3. 3. © 2013 IBM CorporationThe Time of (Marketing) SPAM is over ...3
  4. 4. © 2013 IBM CorporationThe Death of Mass Marketing ....We are used ...● to send Direct Mail● to send E-Mail● to let prospectsbeing called byTeleAgents● and meanwhile tospread our MarketingMessages throughSocial Media4
  5. 5. © 2013 IBM Corporation... in the Age of OptOut and UnsubscribeCustomers are bored by nonpersonalized, non-valuable MarketingMessages and SPAMCustomers tend to opt out of mailinglists and newsletters because of novalueData Privacy Regulations get more andmore rigid - from Email to Calling
  6. 6. © 2013 IBM CorporationIBM CMO Study: Ready for Digital Marketing Era?
  7. 7. 750%71%68%65%63%59%57%56%56%56%55%54%50%The vast majority of CMOs are underprepared to manage the impactof key changes in the marketing arenaUnderpreparednessPercent of CMOs reporting underpreparednessData explosionSocial mediaGrowth of channel and device choicesShifting consumer demographicsFinancial constraintsDecreasing brand loyaltyGrowth market opportunitiesROI accountabilityCustomer collaboration and influencePrivacy considerationsRegulatory considerationsSource: Q8 How prepared are you to manage the impact of the top 5 market factors that will have the most impact on your marketing organization over the next 3 to 5 years?n=149 to 1141 (n = number of respondents who selected the factor as important)Global outsourcingCorporate transparency 47%
  8. 8. © 2013 IBM CorporationFrom Markets, Segments, Targeting to Marketing to IndividualsSegmentation and Targeting remain important, but personalized, value-drivenMarketing to Individuals becomes more and more important
  9. 9. 9The Customer in the Centre ...... and provide value to himOfflineinteractionsWeb site activityWeb adsMass mediadataCallcenterEmailSocial
  10. 10. © 2013 IBM CorporationThe Time of your Web Site asa nice Shop Windows is over ...Todays Web Presence needs to be● in Responsive Design● ... and therefore Mobile-ready● Social enabled ...● ... making it easy to share● Interactive● ... allowing easy communication● and of course “personal”● ... not only personalized10
  11. 11. Rich Content ContextSocial CommunitiesMobile AnalyticsAchieving Exceptional Customer Web Experiences
  12. 12. 12Compelling, current contentSeamlessly integrated experienceTake a spin through Wimbledon.com - an engaging onlineexperience that integrates rich media and analytics...Fresh and dynamiccontent to capturefan interestIntegrated realtime matchanalysis tool
  13. 13. 13Inline editing & management for rich mediaIntegrated Social content in context...with dynamic content, social and mobileSeamlessly insertrich media intoweb contentDiverse blogcontentincluding livecoveragemicroblogging5261 FB fans ofwebsite!Few clicks - publish tosocial channelsIntegrated contentacross socialchannels
  14. 14. © 2013 IBM CorporationNot only Responsive Design is a must ...... overall Responsivenessis a No-Brainer Click-to-Call Click-to-chat Social (Media) Interaction Community Integration14
  15. 15. © 2013 IBM CorporationMost Customers have already made their decision, when they talkto Sales ...“Today 80% of B2B purchase cycles are completed before the buyer considerscontacting the vendor and, even then, they are loath to do so. Sales may feel their role isto sell the product, but ... research consistently shows that buyers prioritize relationshipsand trust over product and price.Over the last decade, buyers have unprecedented access to independent reviews,peers, analyst and independent sources of information. As a result, sales no longerchaperones buyers through their purchasing process, but buyers instead go through aself-directed process the vendor can enable. Buyers are contacting sales to establish arelationship, test their chemistry and see if they can trust the vendor.Want to align marketing and sales? Align them both with the customer.”via Sales and Marketing Alignment Begins with the Customer – Forbes.15
  16. 16. © 2013 IBM Corporation
  17. 17. © 2013 IBM CorporationWord of mouth is not the Megaphone approach
  18. 18. © 2013 IBM CorporationThe Power of Earned Media ...18
  19. 19. The Social Media revolution is changing the way people interactand creates new relationshipsBloggerTwitterVimeoDeliciousPinterestFlickrPicassaMySpaceRSSWordpressFacebook
  20. 20. Social builds on individuals ... not on Social SPAMOffical Company Channels versus personal voicesCanned Tweets versus personaluízed messagesSocial SPAM versus Dialogue
  21. 21. Dont forget ...It is a Transparency Machine... and it is the Web 2.0..
  22. 22. © 2013 IBM CorporationListen ...Social Media Monitoring isa MUST for each Company!
  23. 23. © 2013 IBM CorporationCombine attitudinal and survey-based data with social mediasentiment to anticipate and targetnew segmentsKnow the viral breadth ofintegrated print and Web2.0 campaigns on customerretention and acquisitionGain real-time intelligence andcross-channel reporting andbenchmark capabilities of socialmarketing campaignsSynchronize marketingprocesses to create a closedloop and global view of thecustomerStrengthening brand preferenceand loyalty by targeting the rightinfluencers and messagesPredict consumer sentimentthrough social channels tosegment customer behavior andoptimize campaign ROIEmbed predictive capabilitiesand propensity models to drivepersonalized campaigns andmicro-targetingCustomerAnalytics provide deep insight and real-time intelligence to helpcompanies improve the customer experience
  24. 24. 24Social everywhere - Communities everywhere
  25. 25. 25The Power of Communities: Self Service à la developerWorksSelect the right productsBuild 21st century skillsGet help during developmentShare knowledge with othersImprove product developmentReach new audiencesAccelerate time-to-marketIncrease productivityDrive innovationBuild constituency“developerWorks offers extensivetechnical content across the board;through articles, tutorials, forums,and blogs – including mostimportantly a lot of non-IBMbloggers, ... podcasts... I can go todeveloperWorks and find answers[and] talk to my peers.”“I am trying to return whatthe Lotus Forums gave mewhen I started, almost 5years ago.”Sebastian Fratini“I use developerWorks as aplatform to interact with aprofessional audience, improveGoMidjets products, and formvaluable connections that jump-started my company.”Tamir Gefen, GoMidjets, Israel“Our developerWorks participationhas … provided us with new leadsin new markets, and increasedoverall usage of VPN- Cubed inthe IBM Cloud.”Ryan Koop, Cohesive FT, USA“developerWorks...is perhaps thelargest and most effective customercommunity weve seen.”Josh Bernoff, Senior VP, Forrester,co-author of the best selling bookGroundswelldeveloperWorks contributesto over $100 million in supportsavings for IBM annuallythrough its use of forums,groups, articles, and blogsMembers Partners IBMDon Best, Executive VP, AMI-Partners** https://www.ibm.com/developerworks/mydeveloperworks/blogs/scott/entry/forrester_s_josh_bernoff_on_empowering_business?lang=en** https://www.ibm.com/developerworks/mydeveloperworks/blogs/scott/entry/ami_partners_talks_social_media_marketing_awards?lang=en_us**
  26. 26. © 2012 IBM CorporationThe Power of Communities: Product DevelopmentThe Example Connections Next+++
  27. 27. ReThink your Marketing!
  28. 28. © 2013 IBM CorporationWhy working with IBM?IBM has a unique of portfolio supporting Marketing Professionals and DigitalAgencies to reach their customers:● Commerce– Defining eCommerce, broad offering● Marketing Automation– Intelligent Multitouch Campaign Management● Marketing Analytics– From Social to Web Analytics● Web Experience– The worlwide leading Portal Solution (Gartner) incl. Web Content Management● Mobile Capabilities– Providing responsive Design and Apps Development● Social Business– Since 4 years in the row leading in Social Software (IDC)28
  29. 29. Stefan PfeifferMarketing Lead SocialBusiness EuropeIBM Deutschland GmbHWilhelm Fay Str. 30-3465936 FrankfurtTel +49-7034-643-1233Stefan.Pfeiffer@de.ibm.comTwitter: DigitalNaivBlog: http://digitalnaiv.comVielen Dank!
  30. 30. © 2013 IBM CorporationLegal Disclaimer© IBM Corporation 2013. All Rights Reserved.The information contained in this publication is provided for informational purposes only. While efforts were made to verify the completenessand accuracy of the information contained in this publication, it is provided AS IS without warranty of any kind, express or implied. In addition,this information is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not beresponsible for any damages arising out of the use of, or otherwise related to, this publication or any other materials. Nothing contained in thispublication is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, oraltering the terms and conditions of the applicable license agreement governing the use of IBM software.References in this presentation to IBM products, programs, or services do not imply that they will be available in all countries in which IBMoperates. Product release dates and/or capabilities referenced in this presentation may change at any time at IBM’s sole discretion based onmarket opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any way. Nothingcontained in these materials is intended to, nor shall have the effect of, stating or implying that any activities undertaken by you will result in anyspecific sales, revenue growth or other results.All customer examples described are presented as illustrations of how those customers have used IBM products and the results they may haveachieved. Actual environmental costs and performance characteristics may vary by customer.IBM, the IBM logo, Lotus, Lotus Notes, Notes, Domino, Quickr, Sametime, WebSphere, UC2, PartnerWorld and Lotusphere are trademarks ofInternational Business Machines Corporation in the United States, other countries, or both. Unyte is a trademark of WebDialogs, Inc., in theUnited States, other countries, or both.Microsoft and Windows are trademarks of Microsoft Corporation in the United States, other countries, or both.Other company, product, or service names may be trademarks or service marks of others.

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