A unified digital experience delivery platform will manage and deliver connected digital experiences to every step of the customer journey across multiple devices, channels, and geographies

1. IBM
Interactive
Experience
experience
the future today
Digital Platform
Optimization

2. IBM
Interactive
Experience

3. IBM
Interactive
Experience
IBM + Adobe Value
Reinventing the Digital Experience Delivery Landscape
Adobe Marketing
Cloud
Cross-channel
campaigns
Data-driven
marketing
Mobile
engagement
Personalised
experience
Globally
Integrated
Enterprises
Inherent
Integration of
Content,
Commerce
and Insights
Adaptive and
learning
interactions
Refashioning
Experience
Design &
Delivery
 Refashioning Experience Design and Delivery
 Cognitive Personalization with IBM Watson -
Adaptive and Learning Interactions
 Integration of Content, Commerce, Cognition &
Insights
 Global Integrated Enterprises

4. IBM
Interactive
Experience
INDUSTRY
IMPERATIVES &
CHALLENGES

5. IBM
Interactive
Experience
Common Digital Complexities Across the Industry:
Digital execution is on a brand-by-brand basis – without charge to act on behalf of the broader enterprise
 Customer Experience Challenges
 Cost Effectiveness Challenges
 Technology & Operations Challenges
 Insight & Optimization

6. IBM
Interactive
Experience
Siloed development of customer experiences leads to fragmentation, poor
scalability, divergent messaging, and a reputational liability
Architecting a Rational Customer Experience

7. IBM
Interactive
Experience
Enterprises must harness this explosion of digital marketing activity in a consistent manner, on consistent
platforms
The Shift to an Enterprise Digital Marketing Platform
Experience Platform

8. IBM
Interactive
Experience
Unified Content Management System
Value Proposition & Benefits
Key customer challenges
“We have multi-lingual websites in 50+
countries with no brand or marketing
control. Each website is managed by the
local market agency. Costs are spiraling”
“Our website is old and the customer
experience is poor. We know we can do
better and want to exceed our customers
expectations”
“We want to re-platform but are unsure
which CMS we should choose and is best
our business”
“We have/are considering buying
and want to be able to deliver beautiful
seamless customer and transaction
experiences to our customers”
Value Proposition of unified CMS
 Global scale
 Deep integration of content, commerce, cognition and insight
 Adaptive and learning interactions
 World class application development, systems integration and industry expertise
across IBM
 Multi Channel aligned targeted and personalized marketing, sales and service
communications
Expected Benefits of unified CMS
 Reduced TCO for Digital Platforms/Operational cost savings
 Consistent global brand experience
 Speed to change
 Personalized experiences

9. IBM
Interactive
Experience
Globally Integrated Enterprises:
 A strong parent identity across brands
will support this growth.
 Individual brands will need to generate
more content tailored to local markets.
Delivering on Cost Reductions:
 Programs focused on reducing
costs everywhere will exert
pressure on digital marketing,
but needn’t reduce output.
Industry Pressures:
 Trend toward consolidating
marketing power at the
master brand level to
counteract
Need for an efficient digital customer
platform across the enterprise
Need to shift marketing
investment emphasis to
messaging and content vs.
design/build
Master brands are investing in
customer experience strategies
that drive brand engagement and
loyalty, and subsequent demand
for product
Global organizations are amplifying marketing activity, furthering the impact of current state challenges
Why Are Clients Acting Now on Website Consolidation

10. IBM
Interactive
Experience
CASE
STUDY
IBM iX’s experience with CMS

11. IBM
Interactive
Experience
The Castrol Experience
A digital transformation

12. IBM
Interactive
Experience
Niamh McArdle
Leader for Financial Sector
IBM Global Business Services
niamh.mcardle@ie.ibm.com
+353 1 881 3702