Interactive Marketing Being relevant to your customers and prospects Andrew Jackson-Proes IBM Enterprise Marketing Managem...
The State of Marketing in 1911 IBM Confidential
The Landscape Today 940 million  subscriptions to  3G services 5.3 billion mobile subscriptions WW 47%  of the time they a...
The Rise of the Smarter Consumer… <ul><li>Always connected </li></ul><ul><li>Instantly informed </li></ul><ul><li>Using mu...
Requires A New Approach – Smarter Commerce Market Buy Service Sell Customer Insight Strategy Engagement Buy Drives intelli...
Smarter Marketing
Engaging each customer and prospect in a cross-channel dialogue that builds upon their past and current behaviour <ul><li>...
What’s Required? LISTEN AND UNDERSTAND DECIDE WHAT TO SAY NEXT (only then)  SPEAK LISTEN DECIDE SPEAK MANAGE
Technology framework for  interactive marketing Decide on the best message or offer  to extend,  in any channel Deliver me...
Typical Business Results 10-50% increase 5-15%  improvement 20-75% reduction 15-30% increase 40-80%  reduction 20-40% redu...
Inbound Marketing Machine Spurs Growth <ul><ul><li>Delivered 4.5M  targeted offers per week; more offers than previously s...
 
Automation Delivers Personalisation and Loyalty <ul><ul><li>Integrated Campaign Management, operations and reporting to pr...
Supporting cross-channel interactions in real time <ul><ul><li>Dynamic web offers generate 4x revenue as static offers </l...
Andrew Jackson-Proes Enterprise Marketing Management IBM Software Group Mobile: +44 7825 260004 [email_address]
Thank You! © 2011 IBM Corporation
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Interactive marketing - Being relevant to your customer. Perspectives and case studies - IBM Smarter Business 2011

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Presentation från IBM Smarter Business 2011. Spår: Driv affärsintegration och optimering.
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 Andrew has experience in advising clients across a wide number of industries including retail, telecoms, financial services and travel and leisure.
Talare: Andrew Jackson-Proes, IBM Enterprise Marketing Subject Matter Expert, N. Europe.
Mer information på www.smarterbusiness.se

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Interactive marketing - Being relevant to your customer. Perspectives and case studies - IBM Smarter Business 2011

  1. 1. Interactive Marketing Being relevant to your customers and prospects Andrew Jackson-Proes IBM Enterprise Marketing Management Northern Europe © 2011 IBM Corporation
  2. 2. The State of Marketing in 1911 IBM Confidential
  3. 3. The Landscape Today 940 million subscriptions to 3G services 5.3 billion mobile subscriptions WW 47% of the time they are influenced by what is read 63% research via social networking Consumer reviews are 12x more trusted than descriptions from mfg 83% of holiday shoppers influenced by reviews 1.96 billion people are online today and this number is estimated to reach 2.2 billion by 2013 28.7% of the world is online Global mobile commerce sales expected to reach $163 billion by 2015 U.S. mobile commerce reaches $3.4 billion 500 million active, 175 million daily users A ‘Facebook Like’ from a friend carries the same weight as 100 positive reviews from strangers
  4. 4. The Rise of the Smarter Consumer… <ul><li>Always connected </li></ul><ul><li>Instantly informed </li></ul><ul><li>Using multiple technologies </li></ul>Instrumented <ul><li>To other consumers </li></ul><ul><li>To trusted information </li></ul><ul><li>Want to connect with retailers </li></ul><ul><li>Freely sharing opinions </li></ul>Interconnected <ul><li>Know products better than retailer </li></ul><ul><li>Know (and shape) retailer’s reputation </li></ul><ul><li>Clearly defined expectations for shopping experience </li></ul>Intelligent
  5. 5. Requires A New Approach – Smarter Commerce Market Buy Service Sell Customer Insight Strategy Engagement Buy Drives intelligent, adaptive and optimized extended supply chains based on demand Service Anticipates behavior and delivers flawless customer service across all channels Sell Enables customers and partners to buy what they want, when and where Market Creates personalized and relevant offers with unified cross-channel marketing
  6. 6. Smarter Marketing
  7. 7. Engaging each customer and prospect in a cross-channel dialogue that builds upon their past and current behaviour <ul><li>relevan t to Jeff </li></ul><ul><li>feels like a service </li></ul><ul><li>consistent across channel </li></ul>
  8. 8. What’s Required? LISTEN AND UNDERSTAND DECIDE WHAT TO SAY NEXT (only then) SPEAK LISTEN DECIDE SPEAK MANAGE
  9. 9. Technology framework for interactive marketing Decide on the best message or offer to extend, in any channel Deliver messages and retain a memory of interactions Facilitate cross-channel planning, design, execution, and measurement Identify opportunities and predict marketing outcomes Operations Awareness Decisioning Execution Web Call Centre Email Mail Mobile Store Kiosk Customer Data Transaction Data Web Behaviour Data
  10. 10. Typical Business Results 10-50% increase 5-15% improvement 20-75% reduction 15-30% increase 40-80% reduction 20-40% reduction <ul><li>Varies: </li></ul><ul><ul><li>Revenue, profit </li></ul></ul><ul><ul><li>Market share </li></ul></ul><ul><ul><li>Assets under mgmt. </li></ul></ul><ul><ul><li>Market basket size </li></ul></ul>50-300% increase Increase response rates Increase productivity/ campaign volume Improve customer retention, loyalty & value Lower customer acquisition costs Increase campaign ROI Improve overall business metrics Reduce campaign & marketing costs Reduce cycle time & increase efficiency
  11. 11. Inbound Marketing Machine Spurs Growth <ul><ul><li>Delivered 4.5M targeted offers per week; more offers than previously sent in an entire year </li></ul></ul><ul><ul><li>Reduced call volume and number of complaints </li></ul></ul><ul><ul><li>Less than 0.1% unsubscribed </li></ul></ul><ul><li>Financial Results </li></ul><ul><ul><li>5% growth in sales volume for a savings </li></ul></ul><ul><ul><li>Product investment paid for itself in less than a year </li></ul></ul><ul><ul><li>Inability to do targeted marketing by leveraging all customer data (on/offline, real-time/historic) </li></ul></ul><ul><ul><li>63% (and growing) of customers only had inbound contacts </li></ul></ul><ul><ul><li>Call centre costs increasing </li></ul></ul><ul><ul><li>Integrated real-time marketing across the web email, call centre. </li></ul></ul>Challenge Results Solution SNS bank is a major retail bank in the Netherlands which converted branches to no-cash kiosks that facilitate online banking Customer Profile
  12. 13. Automation Delivers Personalisation and Loyalty <ul><ul><li>Integrated Campaign Management, operations and reporting to provide insight and drive smarter business outcomes with targeted campaigns </li></ul></ul>Challenge Results Solution Customer Profile <ul><ul><li>A variety of marketing processes and lack of a agreed contact strategy reduced loyalty marketing effectiveness and hindered the merger of the United and Continental frequent flyer programs </li></ul></ul><ul><ul><li>Ability to segment members by category to deliver personalized messages and offers. </li></ul></ul><ul><ul><li>Based on loyalty, profitability and member information optimized promotions and maximized marketing ROI – 30% drop in unsubscribe rates </li></ul></ul><ul><ul><li>Re-engineered marketing processes to drive fully integrated member communications and allow for easier adoption by new co-workers </li></ul></ul>One of the worlds most popular frequent flyer program providing services and information to 85 millions members through 120 marketing partners, across three airlines
  13. 14. Supporting cross-channel interactions in real time <ul><ul><li>Dynamic web offers generate 4x revenue as static offers </li></ul></ul><ul><ul><li>Targeted real-time campaigns increase response rates </li></ul></ul><ul><ul><ul><li>85M targeted offers served daily across 5 channels – direct mail, email, web, call center, and branches </li></ul></ul></ul><ul><ul><ul><li>€ 20M increase in earnings expected </li></ul></ul></ul><ul><ul><li>Lowered direct marketing cost 35% </li></ul></ul><ul><ul><li>Campaign cycles will be reduced from 21 weeks to 4 </li></ul></ul><ul><ul><li>Outbound campaigns were ineffective – not taking advantage of customer initiated interactions </li></ul></ul><ul><ul><li>Needed to create a single, cross-channel, relationship with each customer </li></ul></ul><ul><ul><li>Disparate teams managed customer dialogues </li></ul></ul><ul><ul><li>Unified inbound and outbound marketing with real-time targeting </li></ul></ul>Challenge Results Solution ING is a global financial institution of Dutch origin, currently offering banking, investments, life insurance and retirement services to meet the needs of a broad customer base. ING aims to deliver its financial products and services with exemplary service, convenience and at competitive prices. Customer Profile Inbound contacts Outbound response
  14. 15. Andrew Jackson-Proes Enterprise Marketing Management IBM Software Group Mobile: +44 7825 260004 [email_address]
  15. 16. Thank You! © 2011 IBM Corporation

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