The document discusses the challenges and responsibilities faced by marketers in a rapidly changing landscape, emphasizing the need for individual customer understanding and the creation of value at every touchpoint. It highlights findings from IBM's extensive studies on marketing trends and practices, indicating a gap in leveraging online data effectively. Key imperatives for marketers include maximizing engagement, protecting brand promise, and aligning culture authentically with brand identity.

1. 4th STRATEGIC MARKETING AND BRANDING FORUM
Gearing for Growth; Three Imperatives of a
changing function
RONALD VELTEN
Director of Marketing &
Communication, IBM Benelux

3. HOUSTON WE HAVE A PROBLEM

4. HOUSTON WE HAVE A CHALLENGE

5. © 2013 IBM Corporation

8. Examples
are
plenty

14. INSTRUMENTED
© 2013 IBM Corporation
14

15. INTERCONNECTED
© 2013 IBM Corporation

16. INTELLIGENT
© 2013 IBM Corporation

17. SOCIAL MEDIA

18. MOBILE REVOLUTION

19. CONTENT EXPLOSION

20. BIG DATA

21. EMPOWERED CUSTOMER

23. NEXT GENERATION CUSTOMER
23 © 2011 IBM Corporation

25. IBM research: understanding marketing trends, challenges and best
practices
IBM CMO Study
• Surveyed 1734 CMOs WW - largest CMO survey ever
• Identifying trends and challenges
• Indepth face-to-face interview
• See www.ibm.com/cmostudy
IBM Holiday Readiness Report  IBMs marketing solutions are used by the leading retailers
world wide, providing a wealth of data on consumer
behavior
 Frequent reports and benchmarks on consumer trends
 See ibm.com
IBM State of Marketing 2012
 Survey 370 marketing executives
 Compared high performing organization to the rest
 Identifying best practices – how to become a high
performing organization
 See ibm.com

35. WE ARE AT A TIPPING POINT

36. The timeless responsibilities of our profession
As marketers we have always been responsible
for knowing the customer.
As marketers we have always been responsible
for defining what to market, and how to market.
As marketers we have always protected
the brand promise.

37. The imperatives for a renewed function
Understanding each customer as
an individual.
Marketers have always been responsible
As marketers we have always been responsible
for defining what to market, and how to market.
for defining what to market, and how to market.
As marketers we have protected the
Marketers have alwaysalways protected
brand promise.
the brand promise.

38. Demographic! Transaction!
data! Transac
data!
tions!
Attribut
es! Orders!
Demo- Paymen
graphic t
s! history!
Charact Usage
eristics! history!
Purcha
Needs! se!
stage!
Desires! E-mail /
Chat!
Prefer Call
ences! center
notes!
Opinion Web
s! In- click-
person streams!
dialogs!
Behavioral! Interaction!
data! data!

39. The imperatives for a renewed function
Understanding each customer as
an individual.
Creating a system of engagement that
maximizes value creation at every touch.
As marketers we have protected the
Marketers have alwaysalways protected
brand promise.
the brand promise.

40. 65%
Only a third
Less than 1 in 5
Leverage online data to
Of respondents are doing the Use this data in targeting one-
basics by reporting and to-one offers or messages in
make one-to-one offers in
analyzing their online visitor digital channels.
traditional channels.
data.
Reporting & 68%
High performing analyzing it
Syndicating display
56%
companies leverage advertising
Targeting 1:1 offers or
38%
28%
their online data messages in
traditional channels
21%
12%
Top Performers
Rest of Population
in other channels
Don’t use the data in any
of these ways
11%
16%

41. The imperatives for a renewed function
Understanding each customer as
an individual.
Creating a system of engagement that
maximizes value creation at every touch.
Designing your culture and brand so
they are authentically one.

42. 42

43. TECHNICAL
SOCIAL
BUSINESS
EXPERTISE
INFLUENCE
SAVVINESS

48. 48

49. RONALDVELTEN
LINKEDIN.COM/IN/RVELTEN