the new marketing imperative

The New Marketing Imperative:Consistent Messaging at Every Interaction

Provocative Insights

3 © 2016 IBM Corporation

There is a small group of leading innovators that financially outperform: Torchbearer CMOs

25%

25%

6%

Peer levelMarket

FollowersLeading

Innovators

25%42%33%

2% 4% 25%

*

Outperformers in revenue growth and profitability

Market perception of the enterprise

of CMOs are Leading Innovators

of Leading Innovatorsare Outperformers; thus

of the total CMO population are Torchbearer CMOs

Torchbearer CMOs*

* We refer to CMOs in enterprises that have been identified as Torchbearers as “Torchbearer CMOs”, and to CMOs in enterprises that have been identified as Market Followers as “Market Follower CMOs”.

*


26%

The New vs the Old CMO

Focus of the marketing organization

more

82%

65%

Market Follower CMOs

Torchbearer CMOsAll CMOs 2015All CMOs 2013

18%

36%

47%

27%

more74%

Market Follower CMOs

Torchbearer CMOs

Customer Journey Mapping

Prepared for the Data Explosion


Insight #1

Industry convergence will increase the number of “Predators” and “Prey”


Companies and brands will disappear and cease to exist because they don’t know how to reinvent themselves.

Insight #2


CMO’s can no longer “do it by themselves”.

Insight #3


The position of CMO will be replaced/renamed…CXO.

Insight #4


Consumers will become your “quasi employee”.

Insight #5


Learn to “let go” of decision making.

Insight #6

Building Blocks for Success


It’s about creating a virtuous cycle


“Data is the new soil.It’s the place where your customer relationships can grow. Generating business value from consumer data is about how you use data to create a fantastic experience for your customers. If you can help your customer get value from their own information they will reward you for that effort.” -David McCandless


Remember demographic and transactional data are table stakes

Born in 1948 Grew up in England

Married twice Two children

Wealthy Winter holidays spent in the Alps

&


WHO you’re talking to

WHAT they’ve told you

HOW they’ve responded

HOW they are interacting

WHY they are interacting

WHAT they’ve purchased

Base Customer Profile Data

Transactional Data

Explicit Preferences and Permissions

Contact & Response Data

Behavioral Data

Social Insights

Predictive Customer IntelligenceHOW will they act NEXT


Make it actionable and automated

vs.of marketers say they have a contextual understanding of their customers. Only 38% of their customers agree80%


Orchestrate journeys, not campaigns

of customer interactions happen during multi-channel, multi-event journeys

56%You know me before I introduce myself. You know my next purchase timing and decision criteria.

You present relevant offers for me through personalized interactions.

You understand and can respond to all my interactions across all channels and touch points.

You create unique and exciting experiences that create emotional attachment to your product.


20

of CMO’s say functional silos are a major challenge

to integrated marketing efforts

48%

Bridge silos across the organization


Context is king.


22

Marketing

should be

a dialogue


What just happened?


Beware of analysis paralysis


Create a culture of experimentation


Plot a path to proficiency

The IBM Solution


Marketing Resource ManagementJourney Designer

Program & Project Mgmt

Marketing Performance Journey Analytics

Owned Real-Time Channels

Email SMS Apps CRM/SFA POS Web/CommerceCall CenterDirect Mail

Social Media/ Social Listening

Ad NetworksDSP/DMP

Digital and Mobile Engagement

Digital Messaging

Mobile/SMSEngagement

Marketing Automation (Build, Optimize & Engage)Campaign

ManagementContact

OptimizationReal-Time

PersonalizationEvent Pattern

Detection

Digital Analytics Web/Mobile

AnalyticsExperience

Management

Data Sources (EDW)MarketingData Mart

PredictiveAnalytics

Universal Behavioral Exchange

Data Exchange Data Gateways

Third Party Append Data for Real-time Personalization

IBM ModelingPredictive Customer

Intelligence

IBM Marketing Solutions Ecosystem


Email Personalized Offers SMS Mobile

$

Collaboration

What is Campaign Management?Campaign Management is used to design, execute, measure, and analyze outbound direct marketing campaigns. It is capable of managing and measuring multi-channel campaigns while creating a central repository of offers and contact history.

CentralRepository

AccessibleData

Multi-ChannelCampaigns

Single UI

IBM Omni-Channel Marketing Overview


EmailCentral repositoryMulti-Channel Contact strategy Mobile

What is Real-Time Personalization?A highly scalable real-time interaction management that can plug into any channel and personalize a user experience with behavioral data and response history.

PersonalizedOffer Messages

Customer Touchpoint Interactions

Data-DrivenPersonalization

@

Single UI

Industry-LeadingScalability


Central repository

@

Data-Driven PersonalizationAccessible Data Contact strategy

What is Digital Messaging?Enables simultaneous access to multiple data sources located in various locations throughout the company. This provides the flexibility to leverage all available marketing data reducing required IT support.

Email MobileSMS

32

Social

© 2016 IBM Corporation


@

Data-Driven Personalization Customer InteractionsAccessible Data

What is Operations and Optimization?The collaboration tools designed to scale your customer engagement initiatives across departments and territories while also facilitating a carefully curating a contact strategy.

Multi-UserCollaboration

$

OptimalContact Strategy

Distributed marketing

IBM Email


Map to your

data – where it

lives

Common UI and offer

management for both

inbound and outbound

Industry leading

execution channels and data sources

Optimize on robust analytics

IBM is a market leader

Why Partner with IBM?

Learn more: ibm.com/marketing