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TRANSCRIPT
© 2011 IBM Corporation
Where Marketing is Headed:Convergence of Digital and Traditional Marketing
March 2011
Yuchun LeeVP & General Manager, Enterprise Marketing Management GroupCEO, Unica Corporation, an IBM Company
© 2010 IBM Corporation2
Outline
• Changing world of marketing
• Thoughts from market leaders
© 2010 IBM Corporation
Accelerated Change in an Increasingly Fragmented Online World…
Channels proliferate…
Network of pages Network of people
• The Internet evolves…
• The rate of change accelerates…
Years to reach 50M users:
TV13 Yrs
Internet4 Yrs
Facebook3 Yrs
Tablet2 Yrs
© 2010 IBM Corporation4
First Principles
“The purpose of business is to createand keep a customer” -- Peter Drucker
The purpose of marketing is to generate demand and be the steward of the brand…
© 2010 IBM Corporation5
What’s Happening with Demand Generation…
From This…
To This…
© 2010 IBM Corporation6
What’s Happening with Brands…
Brand
From Paid Media…
…To Earned Media
Brand…YOUR…To
From
© 2010 IBM Corporation7
Vision of “New Marketing” – is Clear…
Past Future
“Offline” Online
Single channel Multi-channel
Mass media blasts Personalize messages
Channels
Intuition driven Data driven
Static Agile
Silo’ed Coordinated
Processes
Selling Servicing
Company ‘s Brand Customer’s Brand
Product-Centric Customer Centric
Approach
© 2010 IBM Corporation8
Marketing’s New Responsibilities
Good Marketing is Service
Good Service is Marketing
Customers
Awareness Demand Generation(Consideration, Preference, Transact)
EnergizeCustomers
(Delighted, Fans,
Broadcasters)
Prospects
Customer Experience
(Quality, Consistency,
Convenience)
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© 2010 IBM Corporation9
Technology Increasingly Messy…
© 2010 IBM Corporation
Top Three Bottlenecks for Marketers
Measurement, analysis & learning
Integrating cross-channel efforts
IT support of marketing technology needs
Marketing planning & objectives
Creative development & strategy
Program planning & targeting
Channel execution & delivery
57%
53%
47%
43%
32%
31%
31%
Base: Total Sample (279 Respondents)
© 2010 IBM Corporation11
Technology: What Marketers Want
**Source: Marketing Leaders Take On Technology, Forrester 10/2009
87% agree an integrated [EMM] application suite is required*
66% of marketing technology decisions are made/led by the
CMO’s office**
Marketing needs a more comprehensive and integrated application suite
*Source: Unica’s Annual Survey of Marketers 2011
© 2010 IBM Corporation12
What Software Buyers Want:
Low to no startup infrastructure cost
Low application competency requirement
Pay as you go
Easy to use software
Access to application anywhere, any time
Quick time to production
Lower on-going administrative and support
Services to optimize usage of application
Easy upgrades
Integration with partner ecosystem
Cost effective handling of peak loads
Easy To Buy
Easy To Use
Easy To Deploy
Easy To Scale
© 2010 IBM Corporation
Comprehensive Suite of Marketing Capabilities(Traditional , Cloud Based, and Hybrid)
Facilitates collaboration and cross-channel planning, design, execution, and measurement.
Integrated Marketing Operations
Awareness Decisioning Execution
Centralized Decisioning
Determine the best message to
extend in outbound and
inbound marketing channels.
Cross Channel Execution
Deliver highly relevant marketing
messages and retain a corporate
memory of interactions.
Facilitates collaboration and cross-channel planning, design, execution, and measurement
Customer Awareness
Leverage comprehensive data to identify opportunities and predict marketing outcomes.
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© 2010 IBM Corporation
Comprehensive Suite of Marketing Capabilities(Traditional , Cloud Based, and Hybrid)
Facilitates collaboration and cross-channel planning, design, execution, and measurement.
Integrated Marketing Operations
Awareness Decisioning Execution
Plans & Budgets
People & Processes
Data & Assets
Measurement & Performance
Web and Digital Analytics
Predictive Analytics
Visual Exploration
Event Detection
Segmentation
Offer Management
Real-time andBehavioral Targeting
Interaction History
Contact Optimization
Inbound Integration
Lead Routing and Monitoring
Distributed Marketing
Online Ad/Search Bid Management
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© 2010 IBM Corporation15
Web and Digital Analytics
Digitization of all channels
From traffic to behavior analysis
Integration within suites– Online optimization suite– E-Commerce suite– Marketing suite– Enterprise suite
Universal Tags
Digital Behavior Mart
SaaS, Appliance, Hybrid
© 2010 IBM Corporation
Integrating Web Analytics Across Channels
1. Tap into web visitor level detail
6. Prioritize leads for direct sales
4. Trigger inbound channel offers (Intelligent Offer, website
content, mobile, IP device, contact center, etc.)
5. Trigger outbound offers (LIVEmail, Behavioral
Display Ads, SMS/MMS, direct mail, etc.)
3. Automate business rules2. Identify and create segments
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© 2010 IBM Corporation
IBM's world view
• Marketing is consuming more and more technology
• Marketing professionals are becoming key technology decision makers– Control over $1T of marketing spend annually– Decide or lead 2/3 of marketing technology decisions– Increasingly influential in other technology areas (via customer
experience mandate)
• IBM is investing to develop this emerging market– Deliver integrated solutions– Define industry standards– Consolidate CMO’s top agenda– Shape industry conversations
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© 2010 IBM Corporation18
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Early Support from the AR Community on Smarter Commerce
IBM has the vision“You’ve got the right idea - in the past, enterprise systems were all about efficiency and quality. Customer centricity is nowhere to be found. Now it is much more than that. To stay competitive, companies must build their value chain around the customer.“
IBM understands the market"Forrester is very much in synch on the key points. We've identified the
same trends, and we see many of the same things you are espousing.“
IBM is strongly positioned:" I really love everything about the slides...they do a beautiful job of framing the issues, the changes
that are happening, how IBM sees the solution vision, and why IBM is
strongly positioned to deliver solutions that embody that vision“
Gartner
Gartner
IBM has the vision“What’s interesting to me is
that you have a family of best of breed products. This will drive the conversation away
from do I buy IBM to how do I use IBM.“
IBM has the delivery capacity“IBM has all the pieces. You have everything here, you’ve got it all.”
IBM has the strategy:“Customer centricity is a strategy, an aspiration. But with Smarter Commerce, leveraging analytics, process and strategy - building
customer centricity throughout the value chain, it becomes applied.
Smarter Commerce makes it real.”
IBM understands the market “Brilliant! Beautiful deck and a
compelling story.”
© 2010 IBM Corporation1919
Smarter Commerce Industry Best Practice Content
Smarter CommerceAdoption Roadmap
Industry-SpecificCase Study Repository
CXO commuity sites
Smarter CommerceDiscovery
Workshops
IBMSmarter Commerce
Partner ProgramIBM Sponsored
Smarter CommerceResearch
© 2010 IBM Corporation20
More than 10,000 print hits:“…online shoppers had spent 20% more than they did a year
ago as of that time, according to International Business Machines Corp.'s Coremetrics…”
"Cyber Monday has turned into its own phenomenon," said John Squire, chief strategy officer at Coremetrics, a unit of
International Business Machines Corp. (IBM). “
“IBM's Coremetrics, found Cyber Monday sales rose 19.4 percent over last year.”
Over 400 Broadcast TV hits:
IBM Coremetrics Benchmark
Cyber Monday Online Spending Surpasses Black Friday Online, Reports IBM
– Optimistic Shoppers and Aggressive Promotions Drive Momentum, Pushing Sales Nearly 20% Above 2009 Levels
–
SAN MATEO, Calif. – Nov. 30, 2010 – The U.S. online retail sector delivered strong growth on Cyber Monday
Black Friday Online Spending Delivers Double Digit Growth, Reports IBM
–Consumers Flock to Online Stores for Holiday Deals and Splurges –
SAN MATEO, Calif. – Nov. 27, 2010 – The U.S. online retail sector delivered double digit growth on Black Friday 2010
compared to the same period last year, according to
Thanksgiving 2010
Below please find a snapshot of Thanksgiving Day data as of 12:00 am PST on Friday, November 26:
Thanksgiving 2010 proved to be a banner shopping day for online retailers.
Thanksgiving 2010 sales were up 33 percent over
© 2010 IBM Corporation
What we see, hear, and believe – All point to one fact:
Business success depends on being relevant to customers and provide a superior customer experience
Execution requires deep insight into your customers’ needs and wants
Customer insight requires technology and a business culture of “listening”
– Web analytics technology is at the center– Analysts are catalysts to enablement
© 2010 IBM Corporation22
Ear
Eyes
UndividedAttention
Heart
Listen…
How to Listen?
