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Enterprise Marketing Management, neu definiert
Daniel Schawalder, Industry Solution Leader, IBM Schweiz AG
© 2011 IBM Corporation2
Make your customer a fan?
‘Like’
Loyalty
© 2011 IBM Corporation3
Social networking and mobile commerce have dramatically changed the dynamic between buyer and seller.
Customer expectations of service, price and delivery is soaring.
This is changing the entire way products are sourced, manufactured and distributed—and making business more complex than ever.
Customers now have unlimited access to information and can instantly share it with the world
We have entered the age of the empowered customer; turning them into fans has become even harder
© 2011 IBM Corporation4
IBM Smarter Commerce can help transform every phase of the commerce cycle and to integrate the phases
Focus today
Drives intelligent,adaptive and
optimized extendedsupply chains
based on customer demand
Createspersonalizedand relevantoffers with
unified cross-channel
marketing
Enablescustomers and
partners to buy what they Want, when and where
Anticipatesbehavior and
delivers flawlesscustomer service
across all channels
MarketBuy
Service Sell
Kunde
© 2011 IBM Corporation5
How your customers and prospects behave
5
CUSTOMERS & PROSPECTS
Online
Mobile
Call center
Stores
Kiosk, ATM, etc.
Point of sale
Postal mail
some more
like this!
© 2011 IBM Corporation6
What your customers and prospects expect
6
CUSTOMERS & PROSPECTS
Online
Mobile
Call center
Stores
Kiosk, ATM, etc.
Point of sale
Postal mail
MARKETER
One person behind all the
channels, “pulling the strings”
and guiding the dialogue
& relationship
© 2011 IBM Corporation7
What your customers and prospects actually experience
7
CUSTOMERS & PROSPECTS
Online
Mobile
Call center
Stores
Kiosk, ATM, etc.
Point of sale
Postal mail
agenda
strategy
data
tech
agenda
strategy
data
tech
agenda
strategy
data
tech
agenda
strategy
data
tech
agenda
strategy
data
tech
agenda
strategy
data
tech
agenda
strategy
data
tech
agenda
strategy
data
tech
SILOS
SILOS
SILOS
SILOS
SILOS
SILOS
SILOS
SILOS
© 2011 IBM Corporation8
IBM calls what your customers and prospects expect:
8
Engaging each customer and prospect in a cross-channel dialog that builds upon their past and current behavior
© 2011 IBM Corporation999
What do you see?
9
© 2011 IBM Corporation10101010
� relevant to Jeff
� feels like a service
� consistent across channels
Definition of Interactive Marketing
© 2011 IBM Corporation11
How can technology help?
11
Cross-channel, interactive marketing is like a good conversation.
Marketers need to:
LISTEN AND UNDERSTANDLISTEN AND UNDERSTAND
DECIDE WHAT TO SAY NEXTDECIDE WHAT TO SAY NEXT
(only then) (only then) SPEAKSPEAKThis is hard to do without help from technology!
…and repeat this over and over again across thousands or millions of customer relationships.
© 2011 IBM Corporation12
Technology framework for cross-channel, interactive marketing
12
LISTEN AND UNDERSTANDLISTEN AND UNDERSTAND
DECIDE WHAT TO SAY NEXTDECIDE WHAT TO SAY NEXT
(only then) (only then) SPEAKSPEAK
LISTENLISTEN
DECIDEDECIDE
SPEAKSPEAK
MANAGEMANAGE
© 2011 IBM Corporation13
‘Social Listening’ can bring unexpected results
• 1.5 million entries
• 500’000 times Vegemite
• Learned: consumer are
using the product different as expected
• 39% increase in product
revenue trough new
marketing campaing
© 2011 IBM Corporation14
Technology framework for cross-channel, interactive marketing
14
Operations
Awareness Decisioning Execution
Decide on the
best message
or offer
to extend,
in any channel
Deliver
messages
and retain a
memory of
interactions
Facilitate cross-channel planning, design,
execution, and measurement
Identify
opportunities
and predict
marketing
outcomes
LISTENLISTEN DECIDEDECIDE SPEAKSPEAK
MANAGEMANAGE
© 2011 IBM Corporation15
Specific software capabilities within the framework
15
Operations
Awareness Decisioning Execution
Web & Digital Analytics
Event Detection
Predictive Analytics
Visual Exploration
Segmentation
Offer Management
Interaction History
Real-time, Behavioral Targeting
Contact Optimization
Inbound Integration
Lead Routing & Monitoring
Distributed Marketing
Search/ Display Ad
Management
Plans & Budgets
People & Processes
Data & Assets
Measurement & Performance
© 2011 IBM Corporation16
Specific software capabilities within the framework
16
Operations
Awareness Decisioning Execution
Web & Digital Analytics
Event Detection
Predictive Analytics
Visual Exploration
Segmentation
Offer Management
Interaction History
Real-time, Behavioral Targeting
Contact Optimization
Inbound Integration
Lead Routing & Monitoring
Distributed Marketing
Search/ Display Ad
Management
Plans & Budgets
People & Processes
Data & Assets
Measurement & Performance
© 2011 IBM Corporation171717
Make your customer feel like Jeff
17
© 2011 IBM Corporation18
Thank You
Joichi Ito, Director, MIT Media Lab
“Not about IQ, but about CQ (collective intelligence)”
© 2011 IBM Corporation1919