customers & prospects

Report
Benefits of the Interactive Marketing
How smarter Marketing will boost your sales
Ruben Bru, Director CEE/MEA, EMM
© 2011 IBM Corporation
What We Do
IBM’s Enterprise Marketing Management solutions offers proven web and customer
analytics, event detection, cross-channel campaign management, interaction management,
online optimization, email marketing , and marketing resource management.
Customer and Partner Success
 Over 2,500 organizations worldwide
 Tens of thousands of total users
 Extensive service offerings
 Local Czech partners
Product Leadership
 Meeting the needs of:
– Cross-channel marketers
– Online marketers
– Marketing services
 The recognized leader in
marketing software solutions
Our Mission
To power the success of every marketing organization with innovative
technology solutions
IBM Confidential
© 2011 IBM Corporation
Table of Contents
1.
Trends in Marketing, CMO study results
2.
Interactive Marketing by IBM
3.
Benefits illustrated by Customer Stories
Slide 3
IBM Confidential
© 2011 IBM Corporation
Business’s challenges…and opportunities
Years to reach
50M users:
 Channels explode…
Tablet
2 Yrs
Facebook
 The Internet evolves…
3 Yrs
Internet
 The consumer is in control…
Yrs
of people
Network of pages 4 Network
TV
 The rate of change accelerates…
13 Yrs
Marketing’s role must evolve…
IBM Confidential
© 2011 IBM Corporation
2011 – IBM CMO Study
1700+ CMO
64 countries
19 sectors
IBM Confidential
© 2011 IBM Corporation
CMOs admit they are not prepared
“From Stretched to Strengthened; Insights from the Global Chief Marketing Study”
6
www.ibm.com/cmostudy
IBM Confidential
© 2011 IBM Corporation
Specific challenges reflect growing complexity
“From Stretched to Strengthened; Insights from the Global Chief Marketing Study”
7
www.ibm.com/cmostudy
IBM Confidential
© 2011 IBM Corporation
Specific challenges reflect growing complexity
“From Stretched to Strengthened; Insights from the Global Chief Marketing Study”
8
www.ibm.com/cmostudy
IBM Confidential
© 2011 IBM Corporation
Table of Contents
1.
Trends in Marketing, CMO study results
2.
Interactive Marketing by IBM
3.
Benefits illustrated by Customer Stories
Slide 9
IBM Confidential
© 2011 IBM Corporation
How your customers and prospects behave
some
more
like this!
Online
Email
Mobile
Call center
Stores
CUSTOMERS &
PROSPECTS
Kiosk, ATM, etc.
Point of sale
Postal mail
10
IBM Confidential
© 2011 IBM Corporation
What your customers and prospects expect
Online
Email
Mobile
One person
behind all the
channels,
“pulling the strings”
and guiding
the dialogue
& relationship
Call center
Stores
CUSTOMERS &
PROSPECTS
MARKETER
Kiosk, ATM, etc.
Point of sale
Postal mail
11
IBM Confidential
© 2011 IBM Corporation
What your customers and prospects actually experience
Online
Email
Mobile
Call center
Stores
CUSTOMERS &
PROSPECTS
Kiosk, ATM, etc.
Point of sale
Postal mail
12
IBM Confidential
agenda
data
strategy
tech
agenda
data
strategy
tech
agenda
data
strategy
tech
agenda
data
strategy
tech
agenda
data
strategy
tech
agenda
data
strategy
tech
agenda
data
strategy
tech
agenda
data
strategy
tech
SILOS
SILOS
SILOS
SILOS
SILOS
SILOS
SILOS
SILOS
© 2011 IBM Corporation
IBM calls what your customers and prospects expect:
Engaging each customer and prospect
in a cross-channel dialog that builds
upon their past and current behavior
13
IBM Confidential
© 2011 IBM Corporation
Customer Dialog Framework
Changing Needs
Retention
Retained Loyal
Interactions
Acquisition
Prospect
Up-sell
Cross-sell
On-Boarding
Segmentation
Customer Recovery
Win-Back
Re-boarding
Activation
Brand Activities
Search Campaigns
Customer Experience
Listening, understanding, and speaking over time
14
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© 2011 IBM Corporation
How can technology help?
Cross-channel, interactive marketing
is like a good conversation.
Marketers need to:
LISTEN AND UNDERSTAND
DECIDE WHAT TO SAY NEXT
…and repeat this over and over again across thousands or millions of customer
relationships.
(only then) SPEAK
This is hard to do without help from technology!
15
IBM Confidential
© 2011 IBM Corporation
Technology framework for cross-channel, interactive marketing
LISTEN AND UNDERSTAND
DECIDE WHAT TO SAY NEXT
(only then) SPEAK
MANAGE
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IBM Confidential
© 2011 IBM Corporation
Technology framework for cross-channel, interactive marketing
DECIDE
LISTEN
Awareness Decisioning
Identify
opportunities
and predict
marketing
outcomes
Decide on the
best message
or offer
to extend,
in any channel
SPEAK
Execution
Deliver
messages
and retain a
memory of
interactions
Operations
Facilitate cross-channel planning, design,
MANAGE
execution, and measurement
17
IBM Confidential
© 2011 IBM Corporation
Specific software capabilities within the framework
Awareness Decisioning
Web & Digital
Analytics
Event
Detection
Predictive
Analytics
Visual
Exploration
Execution
Segmentation
Email
Offer
Management
Inbound
Integration
Interaction
History
Lead Routing
& Monitoring
Real-time,
Behavioral
Targeting
Distributed
Marketing
Contact
Optimization
Search/
Display Ad
Management
Operations
Plans &
Budgets
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People &
Processes
Data &
Assets
Measurement &
Performance
IBM Confidential
© 2011 IBM Corporation
Technology framework for cross-channel, interactive marketing
LISTEN AND UNDERSTAND
DECIDE WHAT TO SAY NEXT
(only then) SPEAK
MANAGE
19
IBM Confidential
© 2011 IBM Corporation
Technology framework for cross-channel, interactive marketing
DECIDE
LISTEN
Awareness Decisioning
Identify
opportunities
and predict
marketing
outcomes
Decide on the
best message
or offer
to extend,
in any channel
SPEAK
Execution
Deliver
messages
and retain a
memory of
interactions
Operations
Facilitate cross-channel planning, design,
MANAGE
execution, and measurement
20
IBM Confidential
© 2011 IBM Corporation
All Processes of Marketing Organizations:
Inbound & Outbound & Online & Offline
Awareness Decisioning
Web & Digital
Analytics
Event
Detection
Predictive
Analytics
Visual
Exploration
Execution
Segmentation
Email
Offer
Management
Inbound
Integration
Interaction
History
Lead Routing &
Monitoring
Real-time,
Behavioral
Targeting
Distributed
Marketing
Contact
Optimization
Search/
Display Ad
Management
Operations
Plans &
Budgets
People &
Processes
Data &
Assets
Measurement &
Performance
IBM Confidential
© 2011 IBM Corporation
10 Year Market Leader
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IBM Confidential
© 2011 IBM Corporation
New market leader in Web Analytics
Slide 23
IBM Confidential
© 2011 IBM Corporation
Table of Contents
1.
Trends in Marketing, CMO study results
2.
Interactive Marketing by IBM
3.
Benefits illustrated by Customer Stories
Slide 24
IBM Confidential
© 2011 IBM Corporation
More than 2500 Organizations Worldwide Depend on IBM’s
EMM Solutions
Financial
Telecom
Retail / Catalog
Travel /
Healthcare &
Hospitality
Insurance
IBM Confidential
B2B / High Tech
© 2011 IBM Corporation
Typical business results reported by EMM users
More effective marketing:
Improved customer value,
loyalty & retention
More campaigns with the
same resources
5-15% increase is typical
2-5x increase is typical
Higher online marketing ROI
Reduced cycle time for
marketing efforts
15x-25x increase is typical
26
More efficient marketing:
40%-80% reduction is typical
Higher campaign ROI
Reduced marketing costs
15-30% increase is typical
20-40% reduction is typical
Increased response rates
10-50% increase is typical
Lower customer acquisition
costs
Increased order value
Other business metrics
15-20% increase is typical
revenue, profit, others vary by industry (assets under
management, ARPU, #products owned, etc.)
25%-75% reduction is typical
IBM Confidential
© 2011 IBM Corporation
Leading Financial Institutions Rely on IBM EMM Portfolio
of Banking Customers
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IBM Confidential
© 2011 IBM Corporation
Unica is the Proven Solution for Telecommunications Companies
Spain
Belgium
Germany
UK
Germany
Netherlands
UK
Switzerland
Poland
Ireland
Ireland
Slovakia
UK
France
IBM Confidential New Zealand
© 2011 IBM Corporation
Strong Portfolio of Retail Customers
More than 150 and Growing
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IBM Confidential
© 2011 IBM Corporation
So don’t miss the train, call us!
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IBM Confidential
© 2011 IBM Corporation

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