Innovate or Die at Digital Marketing Live

INNOVATE or DIE
The future of (digital)
marketing
@Digital Marketing Live
Mei 2014

© Copyright IBM Corporation 2014 • All rights reserved
@Kirsten_HD
#whateverhashtagyouliketoday
#DML14
#CMO
#SmarterMarketing
#SmarterCommerce
#engagement
#digital
#personalization
#cloud
#change
#freezeduckormove
#bigdata
#marketing
#mobile
#social
#ibm
#millennials #customercentric
#personalization
#analytics
#DML14
#righttime
#context

Share a few marketing perspectives from IBM (and myself)
Kirsten Haver Droeze, 30 of iets
ouder, IBMer, doet iets met
marketing, passie voor earned
media, woont in Utrecht en werkt in
Amsterdam, tennist, kleine
ondernemer in grote organisatie, is
sinds 2006 bij IBM, heeft
communicatie gestudeerd, is social
op een mobile manier.

© Copyright IBM Corporation 2014 • All rights reserved© 2013 IBM Corporation
We live in interesting times

90% 32%Of customers expect
personalization......
only
Source: IBM Institute for Business Value and Center for Applied
Insights
And yet....there is a gap
......of the
companies apply it

Source: Question B4 What kind of digital strategy does your enterprise have?; n=2,869
Integrated digital-physical strategy
Limited digital strategy
No Digital strategy
31%
33% 36%
The next wave of innovation

#ED2014WE
This is our time: Stay still, duck or move

8
Technology is changing the way we live our lives

But technology is not making us less social

Technology enables new ways of collaboration

Opening new opportunities for partnerships and growth

3 profound technology changes that impact our world
Data as the new basis for
realizing competitive advantage.

Cloud demands, and enables new
business models.

Cloud demands, and enables new
business models.
Engagement the new world of
empowered individuals.

It does change the job and skill set we need as marketeers

And will change how we organize ourselves

Since (y)our client wants a different way to interact

And is more demanding ….

#ED2014WE
Just imagine connecting with the next generation

The digital centric customer

But yet as marketers we are not capturing the opportunity

#ED2014WE
Stay still, duck or move

Time for reinvention by leveraging technology disruptors

#ED2014WE
#1 Know your customer......in context

#2 How to market: from real time to right time

#ED2014WE
#3 Be personal relevant and rewarding experiences

#4 Co-create: establishing a win:win with the customer

#ED2014WE
#5 Continuously improving

Understand Engage
Optimize
Break the silos and barriers

Description
Mobile solution for tracking cellular
phones and pushing targeted offers to
customers in-store or in close proximity
Data Flows
Customer Tracking
Offer Generation
POS & Inventory Management
1 Get customer location
2 Compare customer location
to store layout
3 Trigger real-time personalized
offer engine
3a Get customer data
3b Check pricing data
3c Check inventory
4 Make offer
5 Customer purchases
6 Update inventory
Database
Existing service
Security / theft
prevention
SMS /
email
Pricing data
Customer data
Real-time
granular view of
store layout
Business logic
Online / MobileSupply chainMerchandisingMarketing &
promotions
Store
Customer data
Pricing data
External
customer data
Third-party
location data
Inventory
management
Promotions
data
Warehouse data
Pricing
guidelines
1
2
3
3b
3c
3b
5
4
5
6
6
Self-
checkout
Real-time
personalized
offer engine
3a
3b
3a
3b
3c
App
New needs
Social media
data
3a 1
7
7 Deactivate security / theft
prevention
mPOS
POS

Since we do not want to wake up tomorrow like….

32

Legal Disclaimer
© IBM Corporation 2014. All Rights Reserved.
The information contained in this publication is provided for informational purposes only. While efforts were made to verify the completeness and accuracy
of the information contained in this publication, it is provided AS IS without warranty of any kind, express or implied. In addition, this information is based
on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of
the use of, or otherwise related to, this publication or any other materials. Nothing contained in this publication is intended to, nor shall have the effect of,
creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement
governing the use of IBM software.
References in this presentation to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates.
Product release dates and/or capabilities referenced in this presentation may change at any time at IBM’s sole discretion based on market opportunities or
other factors, and are not intended to be a commitment to future product or feature availability in any way. Nothing contained in these materials is intended
to, nor shall have the effect of, stating or implying that any activities undertaken by you will result in any specific sales, revenue growth or other results.
All customer examples described are presented as illustrations of how those customers have used IBM products and the results they may have achieved.
Actual environmental costs and performance characteristics may vary by customer.
IBM, the IBM logo, Lotus, Lotus Notes, Notes, Domino, Quickr, Sametime, WebSphere, UC2, PartnerWorld and Lotusphere are trademarks of International
Business Machines Corporation in the United States, other countries, or both. Unyte is a trademark of WebDialogs, Inc., in the United States, other
countries, or both.
Microsoft and Windows are trademarks of Microsoft Corporation in the United States, other countries, or both.
Other company, product, or service names may be trademarks or service marks of others.

Innovate or Die at Digital Marketing Live

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Innovate or Die at Digital Marketing Live

Similar to Innovate or Die at Digital Marketing Live (20)

Recently uploaded

Recently uploaded (20)

Innovate or Die at Digital Marketing Live