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INTERACTIVE MARKETINGBeing Relevant to your CustomersVladimir MosewiczIBM Enterprise Marketing Management
Customer experience : a top priority     86                                                                               ...
This happening…NOW !!     The real life Like @ coca-cola Village - YouTube3
This happening…NOW !!     The real life Like @ coca-cola Village - YouTube                                            MARK...
ENTERPRISE MARKETING MANAGEMENT               enables marketers         to ENGAGE each customer and prospect         in a ...
Key Challenge: Take Advantage of Inbound Marketing Opportunities                                                          ...
How can technology help?    Optimizing one-to-one interactions    is like having a good conversation.    Marketers need to...
How can technology help?    Optimizing one-to-one interactions    is like having a good conversation.    Marketers need to...
Building an Integrated Marketing dialogue cross-channel                  Awareness       Decisioning         Execution    ...
IBM Enterprise Marketing Management overview                Ad Targeting               Bid Management                     ...
IBM Enterprise Marketing Management overview                Ad Targeting               Bid Management                     ...
IBM Enterprise Marketing Management        • Relevant and precise marketing that turns customer data into ROI        • Inc...
Real Time Offer Recommendation                                                   Real Time calls to IBM EMM               ...
Real Time Offer Recommendation                                                             Real Time calls to IBM EMM     ...
Real-Time location-based Marketing              Lisa,        We have a special                  Push personalized and rele...
Personalized Social Marketing                                      Personalized                                        wal...
Example: Using retargeting to reacquire a visitor who has shoppedbut left the site without purchasing.             Step 1 ...
Example: Using retargeting to reacquire a visitor who hasshopped but left the site without purchasing.                    ...
Delivers Proven Results                                                                                                   ...
Delivering Personalized Offers Across Channels in Real Time           Challenge Outbound campaigns were ineffective – not...
Orvis Increases Cross Sell Revenues by 70%         Challenge Struggling to keep recommendations up to date for  4,400 sit...
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Interactive Marketing – Being Relevant to your Customer

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How can you be relevant to each an every customer and prospect and respond to their needs in today's multi-channel world? We explore how leading brands across Europe are delivering this highly personalised experience to drive revenues, profits and greater customer experience.

Vladimir Mosewicz, EMM Subject Matter Expert, IBM Europe

Published in: Business
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Interactive Marketing – Being Relevant to your Customer

  1. 1. INTERACTIVE MARKETINGBeing Relevant to your CustomersVladimir MosewiczIBM Enterprise Marketing Management
  2. 2. Customer experience : a top priority 86 50 percent of companies but less than indicate that percent have a customer experience clear customer is a top priority… strategy… 80 8 percent of less than companies believe percent of they deliver a their customers superior agree… performance… Manning, Harley. Customer Experience Outlook For 2011 Allen, James. Closing the Delivery Gap: How to achieve true customer-led growth.2
  3. 3. This happening…NOW !! The real life Like @ coca-cola Village - YouTube3
  4. 4. This happening…NOW !! The real life Like @ coca-cola Village - YouTube MARKETERS need to EVOLVE !4
  5. 5. ENTERPRISE MARKETING MANAGEMENT enables marketers to ENGAGE each customer and prospect in a CROSS-CHANNEL DIALOGUE that builds on their PAST AND PRESENT BEHAVIOR across inbound and outbound, online and offline, or traditional and emerging MARKETING CHANNELS5
  6. 6. Key Challenge: Take Advantage of Inbound Marketing Opportunities ? OFFER ? OFFER WWW Hold Time… Reason ..Authentication ? OFFER Greetings for Call Resolution ? OFFER CALL CENTER
  7. 7. How can technology help? Optimizing one-to-one interactions is like having a good conversation. Marketers need to: LISTEN AND UNDERSTAND DECIDE WHAT TO SAY NEXT (only then) SPEAK7
  8. 8. How can technology help? Optimizing one-to-one interactions is like having a good conversation. Marketers need to: LISTEN AND UNDERSTAND DECIDE WHAT TO SAY NEXT (only then) SPEAK …and repeat this over and over again across many channels and even more customer relationships. This is hard to do without help from technology!8
  9. 9. Building an Integrated Marketing dialogue cross-channel Awareness Decisioning Execution Identify Decide on the Deliver opportunities best message messages and predict or offer and retain a marketing to extend, memory of outcomes in any channel interactions Operations Facilitate cross-channel planning, design, execution, and measurement9
  10. 10. IBM Enterprise Marketing Management overview Ad Targeting Bid Management Online Search Intelligent products Eng. Optimization recommendation Interactive Marketing Ad Serving Mobiles Social Media Email Re targeting & Real-time offers Personalized emails recommendation10
  11. 11. IBM Enterprise Marketing Management overview Ad Targeting Bid Management Online Search Intelligent products Optimization Eng. recommendation Interactive Marketing Ad Serving Mobiles Social Media Email Re targeting & Real-time offers Personalized emails recommendation11
  12. 12. IBM Enterprise Marketing Management • Relevant and precise marketing that turns customer data into ROI • Increase cross & up-sell IBM EMM BEST OFFER ? • Cross channel campaigns • Multi-wave campaigns Free Shipping? • Customer profile driven • Up-sell, Cross-sell VIP event? • Geo-location offers Lisa Marketing Fashion seminar? Manager • Products recommendations • Event driven campaigns • New Loyalty Member 10% discount? • Digital Marketing optimization • Has already purchased > 65€ • … • Went 3 times to the web site • Browsed for Tops Consistency across all channels12
  13. 13. Real Time Offer Recommendation Real Time calls to IBM EMM • customer info • behavior data Lisa • session data • New Loyalty Member • Has already purchased > 65€ • Searched Tops in Google • Abandoned cart during last visit Personalization Segments ? • Customer segments • Loyalty member segments • Interests in products • Checks in real-time for offer eligibility • Seasonal events • Scores offers in real-time to define • etc. likelihood of acceptance • Self-learning decision engine ?13
  14. 14. Real Time Offer Recommendation Real Time calls to IBM EMM • customer info • behavior data Lisa • session data • New Loyalty Member • Has already purchased > 65€ • Searched Tops in Google • Abandoned cart during last visit ? Eligible Segments Eligibles Offers Score Loyalty Members Fashion Show Event Invitation 98 Earn 50 Bonus Points today Free Fashion Magazine Lifecycle (customer/product) New account registration 20 ? New product launch 20 A/B Testing Events based Abandoned cart offers 75 X-mas specials offers14
  15. 15. Real-Time location-based Marketing Lisa, We have a special Push personalized and relevant offers to coupon just for you ! generate in-store traffic Hi Lisa, we’ve got a special offer available near you! • Advanced offer scoring rules driven by current location and location data associated with offers Real-Time offer ? Coupon valid 5-20th March CustomerID: XYAZ1234 recommendation to drive more in-store visit16
  16. 16. Personalized Social Marketing Personalized wall post Lisa • New Loyalty Member • Has already purchased > 65€ • Went 3 times to the web site • Browsed for Tops Real-Time recommendation based on HER personal profile & interests17
  17. 17. Example: Using retargeting to reacquire a visitor who has shoppedbut left the site without purchasing. Step 1 Step 2 Step 3 Presented with Carts an item, Potential customer personalized product but does not purchase… acquired via pay per click recommendations based (PPC) Campaign… on browsing history…
  18. 18. Example: Using retargeting to reacquire a visitor who hasshopped but left the site without purchasing. Step 4 Step 4 Step 5 Views a display ad on Clicks through email and another site purchases product. Receives a follow-up email showing products related to carted item… Retargeting
  19. 19. Delivers Proven Results Order Product Pages Pre-cart & Cart Email Confirmation 9.1% 0.2% 1.6% Up to 5% conversion Compared to 2.6% broadcast conversion Home Pages Category Pages Search Results Call Center 0.5% 1.3% 1.7% 15% of call center sales • Data presented is average performance as observed across 23 Coremetrics clients selected across a range of revenues and industry verticals over the 9 months prior to April of 2011. • Call center performance provided by IBM
  20. 20. Delivering Personalized Offers Across Channels in Real Time Challenge Outbound campaigns were ineffective – not taking advantage of customer initiated interactions Needed to create a single, cross-channel, relationship with each customer Disparate teams managed customer dialogs Inbound contacts Needed to reduce marketing costs through optimization Results Outbound response Dynamic web offers generated 4x as much revenue as a static offer Relevant, real-time campaigns drive higher response rates  85M targeted offers served each day across 5 channels – direct mail, email, web, call center, and branches Customer Profile  €20M increase in earnings expected Lowered direct marketing cost 35% Faster campaign cycle times: reduced from 26 weeks per One of the largest financial services campaign to just 4 weeks firms in Europe.
  21. 21. Orvis Increases Cross Sell Revenues by 70% Challenge Struggling to keep recommendations up to date for 4,400 site products Drive additional sales and increase average order values Solution Tackled the challenge with Intelligent Offer, for timely, behavior-based product recommendations Orvis merchandisers like the strong controls that Intelligent Offer provides Customer Profile Orvis is the longest-running mail order business in the United States. In addition, Results the company has more than 44 retail stores in the United States and United Kingdom Site revenue from product recommendations increased and more than 500 dealers worldwide. by 70% Orvis’ award-winning website offers not only Product recommendations on the product details page, products but also content, including Orvis- as a percentage of total site sales doubled, rising from 3% endorsed lodges information, free fly fishing to 6% tips, and expert articles.
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