Moving from digital marketing
to marketing in the digital world

Ronald Velten
Marketing Director
IBM Europe
MTF intends to enable CMO networking
MTF intends to enable sharing

IBM Institute for Business Value
MTF intends to learn & inspire
12

12

12
RELEVANT

20

May 13

12
12

Oct 13

UNIQUE

30
20

Feb 14

We are learning as well

12
12

May 14
Digtal
Marketing

How do we move from digital marketing
To marketing in a digital world
Data as the new basis for realizing
competitive advantage

Technology adoption, changing
business models as we know
them
E...
RELEVANT

It is about being relevant in the digital age
RELEVANT

UNIQUE

It is about delivering a unique differentiating experience
RELEVANT

AWESOME

UNIQUE

It is about mastering marketing awesomeness
ENGAGE EACH
CUSTOMERS AS AN
INDIVIDUAL

CREATE A
SYSTEM OF
ENGAGEMENT

HAVE YOUR BRAND
AND CULTURE
AUTHENTICALLY
ACT AS ON...
YOUR FUNCTIION
& PEOPLE

YOURSELF
AS LEADER

YOUR
ORGANIZATION

To conquer the digital world we need to change
Two inspiring cases
@ronaldvelten

linkedin.com/in/rvelten
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Marketing Transformation Forum 12.02.2014

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Presentation as prepared for the 3rd Marketing Transformation Forum on February 12th at Nijenrode

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Marketing Transformation Forum 12.02.2014

  1. 1. Moving from digital marketing to marketing in the digital world Ronald Velten Marketing Director IBM Europe
  2. 2. MTF intends to enable CMO networking
  3. 3. MTF intends to enable sharing IBM Institute for Business Value
  4. 4. MTF intends to learn & inspire
  5. 5. 12 12 12 RELEVANT 20 May 13 12 12 Oct 13 UNIQUE 30 20 Feb 14 We are learning as well 12 12 May 14
  6. 6. Digtal Marketing How do we move from digital marketing
  7. 7. To marketing in a digital world
  8. 8. Data as the new basis for realizing competitive advantage Technology adoption, changing business models as we know them Engagement, changing the way we work, internally and externally GINNI ROMETTIE We are facing 3 profound changes
  9. 9. RELEVANT It is about being relevant in the digital age
  10. 10. RELEVANT UNIQUE It is about delivering a unique differentiating experience
  11. 11. RELEVANT AWESOME UNIQUE It is about mastering marketing awesomeness
  12. 12. ENGAGE EACH CUSTOMERS AS AN INDIVIDUAL CREATE A SYSTEM OF ENGAGEMENT HAVE YOUR BRAND AND CULTURE AUTHENTICALLY ACT AS ONE Three imperatives of our changing marketing function
  13. 13. YOUR FUNCTIION & PEOPLE YOURSELF AS LEADER YOUR ORGANIZATION To conquer the digital world we need to change
  14. 14. Two inspiring cases
  15. 15. @ronaldvelten linkedin.com/in/rvelten

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