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iStrategy Melbourne - Redefining Commerce in the Age of the Empowered Consumer - Steve Wilkins, IBM

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This session will examine how today's hyper-aware consumer will continue to change the engagement approach of today's organisations. It will focus on the importance of meeting the needs of today's consumer and look at the key imperatives required by marketers to succeed in this ever changing environment by knowing your customer as an individual, creating value at every touch point and being an authentic brand and culture.

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iStrategy Melbourne - Redefining Commerce in the Age of the Empowered Consumer - Steve Wilkins, IBM

  1. 1. Redefining Commerce in the Age of the Empowered ConsumerPresenter: Steve Wilkins, Vice President Marketing, IBM Growth Markets Region
  2. 2. THREE IMPERATIVESAn emerging point of viewon the future practiceof marketing
  3. 3. Part 1: The changing professionA glimpse of the future of marketing as illustrated bya recent article in The New York TimesPart 2: Introduction to the three imperativesA point of view on the new roles and responsibilities ofthe marketing functionPart 3: Deeper dive into the imperativesA closer look at the imperatives and what it takesto make it a reality.
  4. 4. Part 1:The changing profession
  5. 5. In February of 2012, The New YorkTimes published an article thatgave us a glimpse of the futurepractice of marketing.
  6. 6. Part 2:Introduction to thethree imperatives
  7. 7. As we look to the future roleof marketing, we must rememberthe timeless responsibilitiesof the function.
  8. 8. The timeless responsibilities of ourmarketing professionMarketers have always been responsiblefor knowing the customer.Marketers have always been responsiblefor defining what to market, and how to market.Marketers have always protected thebrand promise.
  9. 9. The three imperatives of a new professionUnderstanding each customer asan individual.Marketers have always been responsiblefor defining what to market, and how to market.Marketers have always protected thebrand promise.
  10. 10. The three imperatives of a new professionUnderstanding each customer asan individual.Creating a system of engagement thatmaximizes value creation at every touch.Marketers have always protected thebrand promise.
  11. 11. The three imperatives of a new professionUnderstanding each customer asan individual.Creating a system of engagement thatmaximizes value creation at every touch.Designing your culture and brand sothey are authentically one.
  12. 12. Part 3:Deeper dive into thethree imperatives
  13. 13. Imperative 1:Understanding each customeras an individual
  14. 14. Let’s start with a story…Have you ever felt that a company isgrouping you with a population thatyou dont relate to?
  15. 15. Imperative 1: Understanding each customer as an individualIndividuals aredemanding that weknow them as morethan a transaction,more than ademographic, morethan a segment.
  16. 16. Imperative 1: Understanding each customer as an individualThe best brands arevery strategic aboutwhich touchpointsget instrumentedand what data aboutindividuals emergesas a result.What is our instrumentation strategy to learnmore about customers as individuals?
  17. 17. Imperative 1: Understanding each customer as an individual Demographic Transaction data data TransactThe great leap is into Attribute s ions Ordersall the data that lies Demo- graphics Paymentoutside our historyenterprise—and into Charact Usagethe new insights that eristics historydata offers. Purchas Needs e stage Desires E-mail / Chat Prefer Call ences center notes Opinion Web s click- In- streamsWhat is our strategy for person dialogs Behavioral Interactionattracting data from beyond data dataour borders?
  18. 18. Imperative 1: Understanding each customer as an individual • Understand the complete customer experience • Integrate digital behavior with traditional data sources • Leverage customer insight in all parts of the business ‒ Leverage customer insight to increase department to department collaboration ‒ Leverage customer insight with partners, agencies and customer communities • Listen to social conversations 20
  19. 19. Imperative 2:Creating a system of engagementthat maximizes value creation atevery touch
  20. 20. Imperative 2: Creating a system of engagement that maximizes value creation at every touchCompanies that thinksystemically are ableto provide the right Offe roffering at the right Producttouchpoint—and tomotivate greaterengagement with a Knowledgebrand. Advic e Networ k
  21. 21. Imperative 2: Creating a system of engagement that maximizes value creation at every touch • Create marketing so good that it feels like a service • Scale and support millions of relevant offers • Execute holistically based on standards-based suites and hybrid suites • Introduce data syndication standards inside and outside the organization Leverage systems of engagement to ensure relevant and positive customer experiences across all touch points that are aligned with corporate character 23
  22. 22. Imperative 2: Creating a system of engagement that maximizes value creation at every touchThe most successfulsystems of engagement aredefined broadly—they Productinclude products, but alsoexpertise, new peers, Net- workconnection and advice. Net- work ProductWhat will we put into Knowledgethat system of engagement? Offer
  23. 23. Imperative 2: Creating a system of engagement that maximizes value creation at every touchA system thatdrives competitiveadvantage is:• Individualized• Scalable• Inspiring for the future portfolio Customer Attribution Digital analytics modeling segmentation Customer predictive Business analytics intelligenceWhich of these three points do Future portfolio of products, services,we need to work on? knowledge and experiences
  24. 24. Imperative 3:Designing your culture and brandso they are authentically one
  25. 25. THE TWEET THAT KILLED MY COMPANY
  26. 26. The three imperatives of a new professionUnderstanding each customer asan individual.Creating a system of engagement thatmaximizes value creation at every touch.Designing your culture and brand sothey are authentically one.
  27. 27. Thank You @stevewilkins_ ibm.com/smartercommerce/au

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