Vernieuwing Bouw - Masterclass 14.03.2012

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Vernieuwing Bouw - Masterclass 14.03.2012

  1. 1. Smarter Marketing in a Smarter WorldRONALD VELTENDirector Marketing, Communications & CitizenshipIBM Benelux
  2. 2. 60 MINUTES PRESENTATION IBM SMARTER PLANET & MARKETING CHALLENGES 20152 © 2011 IBM Corporation
  3. 3. 60 MINUTES DIALOGUE IBM SMARTER PLANET & MARKETING CHALLENGES 20153 © 2011 IBM Corporation
  4. 4. 4 © 2011 IBM Corporation
  5. 5. 5 © 2011 IBM Corporation
  6. 6. © 2011 IBM Corporation
  7. 7. There are 1Bn transistors per human …… each costing 1/10 millionth of a cent. © 2011 IBM Corporation
  8. 8. In 2005 there were 1.3Bn. RFID tagsin circulation…. Today there aremore then 30Bn.! © 2011 IBM Corporation
  9. 9. There were more than 5 billion mobile phone subscriptionsworldwide by the end of 2010 © 2011 IBM Corporation
  10. 10. Mobile Internet users reached450 million in 2009, expected to more than double by 2013 © 2011 IBM Corporation
  11. 11. Twitter generates about 200 GB of production data every 25 minutes ! © 2011 IBM Corporation
  12. 12. We create 2.5 quintillion bytes of dataeveryday, so much that 90% of the data in the world today has been created in the last two years alone © 2011 IBM Corporation
  13. 13. An estimated 2 billion people are on the web … and a trillion connected objects – cars, appliances, cameras, roadways, pipelines – comprising the "Internet of Things."13 © 2011 IBM Corporation
  14. 14. The physical world andthe digital world are converging © 2011 IBM Corporation
  15. 15. + +15 © 2011 IBM Corporation
  16. 16. INSTRUMENTED ..... © 2011 IBM Corporation
  17. 17. ...... INTERCONNECTED …… © 2011 IBM Corporation
  18. 18. …… INTELLIGENT..…15 petabytes 1 petaflop 1 square kilometer Every day, 15 petabytes Scientists are working to New analytics enable high-resolutionof new information are being prevent influenza pandemics by weather forecasts for areas as fine as generated. This is 8x more modeling the viruses with a 1 to 2 square kilometers. than the information in all supercomputer that can operate at U.S. libraries. one petaflop, or one quadrillion operations per second. © 2011 IBM Corporation
  19. 19. ….. REALLY INTELLIGENT …..19 © 2011 IBM Corporation
  20. 20. © 2011 IBM Corporation
  21. 21. ….. IMAGINE ….. © 2011 IBM Corporation
  22. 22. ….. THINK…..22 © 2011 IBM Corporation
  23. 23. © 2011 IBM Corporation
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  30. 30. Visions of a Smarter City A “mission control” for infrastructure A showcase for urban planning concepts A totally “wired” city A self-sufficient, sustainable eco-city © 2011 IBM Corporation
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  38. 38. From Stretched to Strengthened Getting Fit for the Future © 2011 IBM Corporation
  39. 39. Key findings from the Global Chief Marketing Officer StudyRONALD VELTENDirector Marketing, Communications & CitizenshipIBM Benelux
  40. 40. Overall Benelux CMOs feel more prepared then their globalpeers, but admit to be seriously underprepared in three distinctiveareas 71%+ 69% 69% Data Social Customer Explosion Media Alignment © 2011 IBM Corporation
  41. 41. The interviewed CMOs discovered three key domains of improvement Deliver value to Capture value, empowered measure results customers Foster lasting connections 43 © 2011 IBM Corporation
  42. 42. Delivering Valueto Empowered Customers © 2011 IBM Corporation
  43. 43. “With more communication technologies, more channels, how do we stop SHOUTING and start a conversation with our customers?” CMO Telecommunications, Belgium45 © 2011 IBM Corporation
  44. 44. 46 © 2011 IBM Corporation
  45. 45. In Benelux we seem to be more focused on understanding marketsand campaigns rather than individuals to shape our strategies Market Research 84% Competitive Benchmarking 86% Campaign Analysis 79% Consumer Reviews 44% Blogs 35% 3rd Party Reviews 53% © 2011 IBM Corporation
  46. 46. Benelux CMOs plan to increase social media and mobile utilizationmore, but plan to invest less in client listening technologies 87% 85% 56% Social Mobile Reputation Media Applications Management © 2011 IBM Corporation
  47. 47. “The old business model is not embracing thegeneration of screen agers. Our strategy is set,but agility & skills are lacking to keepexecution in line with the pace of the market”CMO, Electronics, Netherlands50 © 2011 IBM Corporation
  48. 48. Real Results  15x better ROI on targeted ads vs untargeted  5x higher click through rates on targeted banners  5 full time employees repurposed to other programs  23% higher email open rate  68% higher click-through rate:  67% lower opt-out;  271% higher sales-per-send ratio51 © 2011 IBM Corporation
  49. 49. Foster Lasting Connections © 2011 IBM Corporation
  50. 50. “Customer Collaboration and Influence are the top market factors CUSTOMER IS NOT KING, HE IS DICTATOR" CMO, Telecommunications, Belgium53 © 2011 IBM Corporation
  51. 51. Benelux CMOs give higher priority to social media, with focus ongovernance rather than ROI Enhance customer loyalty/advocacy 63% Deploy tablet/mobile apps 56% Use social media to engage customers 63% Use customer management software 46% Monitor the brand via social media 54% Measure ROI of digital technologies 37% Analyze online/offline transactions 51% Develop social media policies 54% Monetize social media 27% Increase supply chain visibility 19% © 2011 IBM Corporation55
  52. 52. Benelux CMOs seem to use customer data more than their globalpeers, but remain highly transactional focused Segmentation/targeting 81% Awareness/education 55% Interest/desire 44% Action/buy 64% Missed opportunity Use/enjoy 48% Bond/advocate 38% Transaction focused Relationship focused © 2011 IBM Corporation 56
  53. 53. “Everybody is the brand.Our internal employees need to transform to ambassadors” CMO, Retail Netherlands © 2011 IBM Corporation
  54. 54. In Benelux the corporate character is less understood and significantwork on internal branding needs to be done Is your corporate character understood in the marketplace? 29% say no or limited 44% say understood and understanding of (strong) contributor to corporate character brand success 29% 27% 31% 13% 0% Not understood Strong contributor to the brand’s success © 2011 IBM Corporation
  55. 55. In Benelux the corporate character is less understood and significantwork on internal branding needs to be done Is your corporate character understood in the marketplace? 29% say no or limited 44% say understood and understanding of (strong) contributor to corporate character brand success 29% 27% 31% 13% 0% Not understood Strong contributor to the brand’s success Is much more work needed to get employees on board? 55% 25% say significant or much say no or very work needed limited work needed 25% 30% 21% 18% 7% Significant work needed No work needed © 2011 IBM Corporation
  56. 56. Capture Value, Measure Results © 2011 IBM Corporation
  57. 57. By 2015, ROI will be the leading measure of success Marketing ROI 63% Customer experience 58% Conversion rate/new customers 48% Overall sales 45% Marketing-influenced sales 42% Revenue per customer 42% Social media metrics 38%61 © 2011 IBM Corporation
  58. 58. Benelux CMOs believe Net Promoter Score will be the number onemethod for determining success by 2015 Marketing ROI 53% Customer experience 61% Conversion rate/new customers 51% Overall sales 40% Marketing-influenced sales 33% Revenue per customer 42% Social media metrics 30% Net Promoter Score 63%62 © 2011 IBM Corporation
  59. 59. To truly deliver marketing ROI, CMOs need to have significantinfluence across all four Ps, not just promotion Promotion 80% Products 56% Place 44% Price 44% 63 © 2011 IBM Corporation
  60. 60. Benelux CMOs indicate more influence on all 4 Ps - customerinsights should be disseminated throughout the organization Promotion 84% Products 66% Place 53% Price 51% 64 © 2011 IBM Corporation
  61. 61. From Stretched to Strengthened Getting Fit for the Future © 2011 IBM Corporation
  62. 62. Moving from Stretched to Strengthened Deliver value to empowered customers 66 © 2011 IBM Corporation
  63. 63. Moving from Stretched to Strengthened Deliver value to Foster lasting empowered customers connections © 2011 IBM Corporation
  64. 64. Moving from Stretched to Strengthened Deliver value to Foster lasting Capture value, empowered customers connections measure results 68 © 2011 IBM Corporation
  65. 65. Moving from Stretched to Strengthened Deliver value to Foster lasting Capture value, empowered customers connections measure results  Stimulate customer  Use analytics to improve relationships and offer tangible decision making and Focus on customers as incentives accountability individuals  Engage throughout the  Increase technical and financial Reveal preferences and trends customer lifecycle know-how hidden in data  Define a unique enterprise  Grow digital expertise with new Secure customer data and identity partners update privacy policies  Engage the C-suite to solidify  Enhance personal corporate character financial, technical and digital savviness 69 © 2011 IBM Corporation
  66. 66. Moving from Stretched to Strengthened Deliver value to Foster lasting Capture value, empowered customers connections measure results  Stimulate customer  Use analytics to improve relationships and offer tangible decision making and Focus on customers as incentives accountability individuals  Engage throughout the  Increase technical and financial Reveal preferences and trends customer lifecycle know-how hidden in data  Define a unique enterprise  Grow digital expertise with new Secure customer data and identity partners update privacy policies  Engage the C-suite to solidify  Enhance personal corporate character financial, technical and digital savviness 70 © 2011 IBM Corporation
  67. 67. Moving from Stretched to Strengthened Deliver value to Foster lasting Capture value, empowered customers connections measure results  Stimulate customer  Use analytics to improve relationships and offer tangible decision making and Focus on customers as incentives accountability individuals  Engage throughout the  Increase technical and financial Reveal preferences and trends customer lifecycle know-how hidden in data START TODAY IN MAKING CHANGES  Define a unique enterprise  Grow digital expertise with new Secure customer data and identity partners update privacy policies  Engage the C-suite to solidify  Enhance personal corporate character financial, technical and digital savviness 71 © 2011 IBM Corporation
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