Marketing needs to change to be successful: Put your customer in
the centre!
Stefan Pfeiffer | Marketing Lead Social Business Europa
April 2013
The Time of SPAM is over
The Time of (Marketing) SPAM is over ...
The Death of Mass Marketing ....
We are used ...
to send Direct Mail
to send E-Mail
to let prospects
being called by TeleAgents
and meanwhile to spread our Marketing Messages through Social
Media
... in the Age of OptOut and Unsubscribe
Customers are bored by non personalized, non-valuable Marketing
Messages and SPAM
Customers tend to opt out of mailing lists and newsletters
because of no value
Data Privacy Regulations get more and more rigid - from Email to
Calling
IBM CMO Study: Ready for Digital Marketing Era?
50%
71%
68%
65%
63%
59%
57%
56%
56%
56%
55%
54%
50%
The vast majority of CMOs are underprepared to manage the impact
of key changes in the marketing arena
UnderpreparednessPercent of CMOs reporting underpreparedness
Data explosion
Social media
Growth of channel and device choices
Shifting consumer demographics
Financial constraints
Decreasing brand loyalty
Growth market opportunities
ROI accountability
Customer collaboration and influence
Privacy considerations
Regulatory considerations
Source:Q8 How prepared are you to manage the impact of the top 5
market factors that will have the most impact on your marketing
organization over the next 3 to 5 years? n=149 to 1141 (n = number
of respondents who selected the factor as important)
Global outsourcing
Corporate transparency
47%
So, what are the main sources of concern? We probed more deeply
to find out whether CMOs feel equipped to manage the impact of 13
key market factors. Alarmingly, more than 50 percent of respondents
think they are underprepared to manage all but two: regulatory
considerations and corporate transparency.
From Markets, Segments, Targeting to Marketing to
Individuals
Segmentation and Targeting remain important, but personalized,
value-driven Marketing to Individuals becomes more and more
important
The Customer in the Centre ...
... and provide value to him
Offline interactions
Web site activity
Web ads
Mass media data
Call center
Email
Social
Cross-channel Interaction History provides the capabilities of
storing campaign contact touches (stimuli) as well as responses for
all interactive channels. This is stored at the individual level,
which makes it very easy for Attribution Modeler and the
Performance reports to aggregate.
Initially the capability focuses on directly managing
interaction data from Unica legacy products and web analytics data
from Coremetrics, but can leverage data from non-Unica campaign
management contact repositories, email providers, and other web
analytics tools through configuration and data mapping.
In the future, the repository will also provide capabilities to
include and link contacts and inferred responses from mass media
channels, such as TV, radio ads.
The Time of your Web Site as
a nice Shop Windows is over ...
Todays Web Presence needs to be
in Responsive Design
... and therefore Mobile-ready
Social enabled ...
... making it easy to share
Interactive
... allowing easy communication
and of course personal
... not only personalized
Rich Content
Context
Social Communities
Mobile
Analytics
Achieving Exceptional Customer Web Experiences
Compelling, current content
Seamlessly integrated experience
Take a spin through Wimbledon.com - an engaging online
experience that integrates rich media and analytics...
Fresh and dynamic content to capture fan interest
Integrated real time match analysis tool
Here's how IBM's solution brings together a seamless delivery of
rich content and video, social interactions and content and real
time insight on wimbledon.com.
Taking a tour through Wimbledon.com shows the deep integration
capabilities of IBM's web experience software highlighting the
streamlined content management capabilities where business users
can rapidly change content in a few minutes and showing a seamless
user experience that integrates compelling content alongside real
time data and applications like the match analysis tool.
NOTE: This slide has a build effect.
Inline editing & management for rich media
Integrated Social content in context
...with dynamic content, social and mobile
Seamlessly insert rich media into web content
Diverse blog content including live coverage microblogging
5261 FB fans of website!
Few clicks - publish to social channels
Integrated content across social channels
Here's how IBM's solution brings together a seamless delivery of
rich content and video, social interactions and content and real
time insight on wimbledon.com.
Continuing our tour....
Wimbledon.com shows the capabilities of IBM's web experience
software for integrated social content delivered in the appropriate
context for what the user is trying to do whether its understand a
match's strategy or learn more about the player's performance, and
the ability to publish consistent content across many social
channels, all with the ability for business users to edit the
content inline and publish back to the web site in minutes.
NOTE: This slide has build effect.
Not only Responsive Design is a must ...
... overall Responsiveness
is a No-Brainer
Click-to-Call
Click-to-chat
Social (Media) Interaction
Community Integration
Most Customers have already made their decision, when they talk
to Sales ...
Today 80% of B2B purchase cycles are completed before the buyer
considers contacting the vendor and, even then, they are loath to
do so. Sales may feel their role is to sell the product, but ...
research consistently shows that buyers prioritize relationships
and trust over product and price.
Over the last decade, buyers have unprecedented access to
independent reviews, peers, analyst and independent sources of
information. As a result, sales no longer chaperones buyers through
their purchasing process, but buyers instead go through a
self-directed process the vendor can enable. Buyers are contacting
sales to establish a relationship, test their chemistry and see if
they can trust the vendor.
Want to align marketing and sales? Align them both with the
customer.
via Sales and Marketing Alignment Begins with the Customer
Forbes.
Word of mouth is not the Megaphone approach
The Power of Earned Media ...
The Social Media revolution is changing the way people
interact
and creates new relationships
Blogger
Twitter
Vimeo
Delicious
Pinterest
Flickr
Picassa
MySpace
RSS
Wordpress
Facebook
Social media has become an increasingly important tool in our
daily lives helping people connect, communicate and share
information. This has forever changed the way people interact.
Today, more than 2 billion people use the internet. By the end
of this year, Gen Y will outnumber Baby Boomers.and 96% of them
have joined a social network.
The second largest search engine in the world is YouTube25% of
search results for the Worlds Top 20 largest brands are links to
user-generated content. And this adoption has happened at an
incredible pace. Consider this: to reach 50 million users, it took
radio 38 years...it took television 13....it took the internet only
4. Meanwhile, Facebook added 100 million users in less than 9
monthsiPhone applications hit 1 billion downloads in 9 months. It's
clear we are now in the midst of a revolution. People are using
these connections as a primary means of communication, in many
cases, replacing other more traditional interactions.
Other facts:
00 million tweets sent via Twitter per day
30 billion pieces of content are shared on Facebook each
month
Wikipedia hosts 17 million articles
Source: 20 Stunning Social Media Statistics, Written by Jeff
Bullas
66% of online adults use social media platforms such as
Facebook, Twitter, MySpace or LinkedIn
Smartphone and tablet shipments now outpace PCs
Source: Pew Internet & American Life ProjectSource: IDC
Predictions 2 012 : Competing for 2 020
Social builds on individuals ... not on Social SPAM
Offical Company Channels versus personal voices
Canned Tweets versus personaluzed messages
Social SPAM versus Dialogue
Don't forget ...
It is a Transparency Machine
... and it is the Web 2.0..
Social media has become an increasingly important tool in our
daily lives helping people connect, communicate and share
information. This has forever changed the way people interact.
Today, more than 2 billion people use the internet. By the end
of this year, Gen Y will outnumber Baby Boomers.and 96% of them
have joined a social network.
The second largest search engine in the world is YouTube
25% of search results for the Worlds Top 20 largest brands are
links to user-generated content.
And this adoption has happened at an incredible pace. Consider
this: to reach 50 million users, it took radio 38 years...it took
television 13....it took the internet only 4. Meanwhile, Facebook
added 100 million users in less than 9 monthsiPhone applications
hit 1 billion downloads in 9 months.
It's clear we are now in the midst of a revolution. People are
using these connections as a primary means of communication, in
many cases, replacing other more traditional interactions.
Listen ...
Social Media Monitoring is
a MUST for each Company!
Combine attitudinal and survey-based data with social media
sentiment to anticipate and target new segments
Know the viral breadth of integrated print and Web 2.0 campaigns
on customer retention and acquisition
Gain real-time intelligence and cross-channel reporting and
benchmark capabilities of social marketing campaigns
Synchronize marketing processes to create a closed loop and
global view of the customer
Strengthening brand preference and loyalty by targeting the
right influencers and messages
Predict consumer sentiment through social channels to segment
customer behavior and optimize campaign ROI
Embed predictive capabilities and propensity models to drive
personalized campaigns and micro-targeting
Customer
Analytics provide deep insight and real-time intelligence to
help companies improve the customer experience4/29/13
IBM / TCCC Confidential
At IBM, we call the path forward Smarter Commerce
It starts with putting the customer at the center of your
operations which is itself is not a new idea however, truly
operationalizing it in todays world of mobile/ social, instant
business means clients must leverage and act on insights generated
through mobile and social commerce. It helps them more effectively
buy market sell and service improving margins, creating new revenue
streams improving efficiency and providing improved outcomes
through out their entire value chain
Social everywhere - Communities everywhere
The Power of Communities: Self Service la developerWorks
Select the right products
Build 21st century skills
Get help during development
Share knowledge with others
Improve product development
Reach new audiences
Accelerate time-to-market
Increase productivity
Drive innovation
Build constituency
developerWorks offers extensive technical content across the
board; through articles, tutorials, forums, and blogs including
most importantly a lot of non-IBM bloggers, ... podcasts... I can
go to developerWorks and find answers [and] talk to my peers.
I am trying to return what the Lotus Forums gave me when I
started, almost 5 years ago.Sebastian Fratini
I use developerWorks as a platform to interact with a
professional audience, improve GoMidjets products, and form
valuable connections that jump-started my company.Tamir Gefen,
GoMidjets, Israel
Our developerWorks participation has provided us with new leads
in new markets, and increased overall usage of VPN- Cubed in the
IBM Cloud.Ryan Koop, Cohesive FT, USA
developerWorks...is perhaps the largest and most effective
customer community we've seen.Josh Bernoff, Senior VP, Forrester,
co-author of the best selling book Groundswell
developerWorks contributes to over $100 million in support
savings for IBM annually through its use of forums, groups,
articles, and blogs
Members
Partners
IBM
Don Best, Executive VP, AMI-Partners
*
*
https://www.ibm.com/developerworks/mydeveloperworks/blogs/scott/entry/forrester_s_josh_bernoff_on_empowering_business?lang=en**
https://www.ibm.com/developerworks/mydeveloperworks/blogs/scott/entry/ami_partners_talks_social_media_marketing_awards?lang=en_us
**
2012 IBM Corporation
The Power of Communities: Product Development
The Example Connections Next+++
ReThink your Marketing!
Why working with IBM?
IBM has a unique of portfolio supporting Marketing Professionals
and Digital Agencies to reach their customers:
CommerceDefining eCommerce, broad offering
Marketing AutomationIntelligent Multitouch Campaign
Management
Marketing Analytics From Social to Web Analytics
Web Experience The worlwide leading Portal Solution (Gartner)
incl. Web Content Management
Mobile Capabilities Providing responsive Design and Apps
Development
Social Business Since 4 years in the row leading in Social
Software (IDC)
Stefan PfeifferMarketing Lead Social Business EuropeIBM
Deutschland GmbH Wilhelm Fay Str. 30-3465936 Frankfurt
Tel [email protected]:
DigitalNaivBlog: http://digitalnaiv.comVielen Dank!
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2013 IBM Corporation
2013 IBM Corporation
