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IBM Business Connect 2013

Redefining Marketing in the age of ‘me’

RONALD VELTEN
Marketing & Communication Director
IBM E...
2
4
Examples are plenty

5
6
EMPOWERED CUSTOMER
DEMANDING CUSTOMER
NEXT GENERATION CUSTOMER

15

© 2011 IBM Corporation
CEOs consider
technology the single
most important external
force shaping their
organization’s future

CEO Studies 2004–20...
All CxOs think
technology is one of the
top three forces

External forces impacting the enterprise (3–5 years)

CEO

CFO

...
The timeless responsibilities of our profession
As marketers we have always been responsible
for knowing the customer.

As...
The imperatives for a renewed function
Understanding each customer as
an individual.

As marketers we have always been res...
Demographic
data
Attribut
es

Transaction
data

Transa
ctions
Orders

Demographic
s

Payme
nt
history

Usage
history

Char...
The imperatives for a renewed function
Understanding each customer as
an individual.

Creating a system of engagement that...
CMOs plan to put the
components of a broad
digital strategy in place
throughout the
organization

Digital ambitions – CMOs...
In line with CMOs,
four-fifths of CIOs aim
to digitize their front
office to sync with
customers more
effectively

IT focu...
The imperatives for a renewed function
Understanding each customer as
an individual.

Creating a system of engagement that...
Business
Savviness

Social
Influence

Technical
Expertise
RONALDVELTEN

LINKEDIN.COM/IN/RVELTEN
Marketing in the age of "ME"
Marketing in the age of "ME"
Marketing in the age of "ME"
Marketing in the age of "ME"
Marketing in the age of "ME"
Marketing in the age of "ME"
Marketing in the age of "ME"
Marketing in the age of "ME"
Marketing in the age of "ME"
Marketing in the age of "ME"
Marketing in the age of "ME"
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Marketing in the age of "ME"

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Opening presentation as given during the Marketing/Sales track at IBM Business Connect 2013 (#IBMBCBE) in Brussels on November 21st discussin the changing marketing umfeld, outcomes of the cxo study and the 3 imperatives of the changing marketing function

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Marketing in the age of "ME"

  1. 1. IBM Business Connect 2013 Redefining Marketing in the age of ‘me’ RONALD VELTEN Marketing & Communication Director IBM Europe
  2. 2. 2
  3. 3. 4
  4. 4. Examples are plenty 5
  5. 5. 6
  6. 6. EMPOWERED CUSTOMER
  7. 7. DEMANDING CUSTOMER
  8. 8. NEXT GENERATION CUSTOMER 15 © 2011 IBM Corporation
  9. 9. CEOs consider technology the single most important external force shaping their organization’s future CEO Studies 2004–2013 2006 2008 2010 2012 1 1 1 1 1 2 2 2 2 2 2 Market factors 3 3 3 3 3 3 Macro-economic factors 4 4 4 4 4 4 People skills 5 5 5 5 5 5 Regulatory concerns 6 6 6 6 6 6 Socio-economic factors 7 7 7 7 7 7 Globalization 8 8 8 8 8 8 Environmental issues 9 IBM Institute for Business Value 2004 2013 9 9 9 9 9 Geopolitical factors Technology factors
  10. 10. All CxOs think technology is one of the top three forces External forces impacting the enterprise (3–5 years) CEO CFO CHRO CIO CMO CSCO Market factors 2 2 2 2 2 2 Macro-economic factors 3 3 3 3 3 3 People skills 4 4 4 4 4 4 Regulatory concerns 5 5 5 5 5 5 Socio-economic factors 6 6 6 6 6 6 Globalization 7 7 7 7 7 7 Environmental issues 8 8 8 8 8 8 Geopolitical factors 9 9 9 9 9 9 Technology factors IBM Institute for Business Value
  11. 11. The timeless responsibilities of our profession As marketers we have always been responsible for knowing the customer. As marketers we have always been responsible for defining what to market, and how to market. As marketers we have always protected the brand promise.
  12. 12. The imperatives for a renewed function Understanding each customer as an individual. As marketers we have always been responsible for defining what to market, and how to market. As marketers we have always protected the brand promise.
  13. 13. Demographic data Attribut es Transaction data Transa ctions Orders Demographic s Payme nt history Usage history Charact eristics Purcha se stage Needs E-mail / Chat Desires Call center notes Prefer ences Opinion s Behavioral data Inperson dialogs Web clickstream s Interaction data
  14. 14. The imperatives for a renewed function Understanding each customer as an individual. Creating a system of engagement that maximizes value creation at every touch. As marketers we have always protected the brand promise.
  15. 15. CMOs plan to put the components of a broad digital strategy in place throughout the organization Digital ambitions – CMOs 87% 16% Integration of cross-channel touchpoints 13% 83% Analytics to capture customer insights 20% 78% Social networks to foster collaboration 13% 73% Workforce aligned to opportunities 11% 69% Digitally enabled supply chain Today IBM Institute for Business Value 3-5 Years
  16. 16. In line with CMOs, four-fifths of CIOs aim to digitize their front office to sync with customers more effectively IT focus area – digitizing the front office 5% 12% % 83 will focus on front office digitization 83% Large extent IBM Institute for Business Value Some extent Limited extent
  17. 17. The imperatives for a renewed function Understanding each customer as an individual. Creating a system of engagement that maximizes value creation at every touch. Designing your culture and brand so they authentically act as one.
  18. 18. Business Savviness Social Influence Technical Expertise
  19. 19. RONALDVELTEN LINKEDIN.COM/IN/RVELTEN

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