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From Mad Men to Moneyball: Research and Hands on Tools to Guide Your Marketing Journey
This document discusses how marketing is changing with new digital technologies and the perspectives of chief marketing officers (CMOs). It notes that while technology shifts are still maturing, CMOs expect to accelerate the adoption of digital marketing tools over the next 3-5 years. CMOs also identified three key factors for success with emerging technologies: using advanced analytics for deep customer insights, designing rewarding customer experiences, and effectively executing on promises to customers. The document provides examples of IBM's own marketing transformation and tools it offers to help other companies.
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From Mad Men to Moneyball: Research and Hands on Tools to Guide Your Marketing Journey
- 1. © 2012 IBMCorporation From Mad Men to Moneyball: Research and hands on tools to guide your marketing journey Jon Busman @namsub CMO Initiative Global Lead 29th April 2014
- 2. © 2014 IBMCorporation2 While significantly impacting marketing, technology shifts are still at the beginning of their maturity 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 70% 60% 50% 40% 30% 20% 10% 0% Social media explosion Mobile revolution (tablet penetration) Cloud enablement $24.6 Power of analytics (Global business analytics services spend, billions) $26.7 $28.2 $31.6 $36.2 $41.0 $46.9 US adoption rate 61% 34% 36% Prevalence of social networking Social apps harness network effect for services Miniaturization of computing power Watson wins Jeopardy Browser-based cloud applications Consumer cloud services
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- 4. © 2014 IBMCorporation4 That said, CMOs expect to accelerate the introduction of digital marketing technologies over the next three to five years Source: Question CMO7–Whatis your plan around the usage of the following technologies over the next 3 to 5 years? Intended use of digital technologies (3 to 5 years) Mobile applications Content management Search engine optimization 46% 47% 63% 79% 62% 80% 73% 81% 68% 87% 81% 89% 80% 94% Customer relationship management Collaboration tools Reputation management Email marketing 2013 2011 66% 94% Advanced (predictive) analytics
- 5. © 2014 IBMCorporation55 CMOs identified three key factors for tackling their priorities, each of which relies on the effective use of emerging digital technologies Source: Question CMO5–What is the single most important factor to be successful with regard to emerging digital technologies? Use advanced analytics for deep customer insight Design rewarding customer experiences Effectively execute on the customer promise
- 6. © 2014 IBMCorporation6 IBM’s Own Marketing Transformation Began in 2010 Thought Leadership Marketing Additions •Insights from over 1,700 CMOs across 64 countries •3 key themes: empowered customers lasting connections measuring marketing ROI •Unica (enterprise and cloud-based marketing software solutions): 2010 •Coremetrics (web analytics): 2010 •DemandTec (Price/Promo) 2012 •TealeafTechnologies (customer experience analytics software): 2012 •Xtify (mobile experience): 2013 •Watson (Cognitive computer): 2013 IBM’s first GlobalCMO Study released October 2011
- 7. © 2014 IBMCorporation7 Understand the Customer as an Individual and in Context
- 8. © 2014 IBMCorporation8 Diagnose and Assess Key Marketing Areas Strategy Customer Understanding Data Capture Analytics Segmentation Systematic Usage Strategy Customer Journey Personalization Cross-channel Timeliness Continuous Learning Strategy Change Management Alignment Collaboration Platform Reputation Management Design your culture and brand as authentically one Three marketing imperatives: © 2013 IBM Corporation Create a system of engagement Understand each customer as an individual 321
- 9. © 2014 IBMCorporation9 How do you stack up? (Ibm.biz/diagnose) © 2013 IBM Corporation
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- 16. © 2014 IBMCorporation16 Join us to continue the conversation {Insert Time/Location of breakout} From Mad Men to Moneyball: How leading Chief Marketing Officers are differentiating and captivating the connected consumer Jon Busman @namsub CMO Initiative Global Lead 29th April 2014