© 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your...

© 2011 IBM Corporation

Benefits of the Interactive MarketingHow smarter Marketing will boost your sales

Ruben Bru, Director CEE/MEA, EMM

© 2011 IBM CorporationIBM Confidential

To power the success of every marketing organization with innovative technology solutions

Our Mission

Meeting the needs of:– Cross-channel marketers– Online marketers– Marketing services

The recognized leader in marketing software solutions

Product Leadership

Over 2,500 organizations worldwide Tens of thousands of total users Extensive service offerings Local Czech partners

Customer and Partner Success

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.

What We Do


Table of Contents

1. Trends in Marketing, CMO study results

2. Interactive Marketing by IBM

3. Benefits illustrated by Customer Stories

Slide 3


Business’s challenges…and opportunities

Channels explode…

Network of pages Network of people

The Internet evolves…

The consumer is in control…

The rate of change accelerates…

Marketing’s role must evolve…

Years to reach 50M users:

TV

13 Yrs

Internet

4 Yrs

Facebook

3 Yrs

Tablet

2 Yrs

http://www.google.com/imgres?imgurl=http://www.nbu.ca/en/images/stories/email_icon.gif&imgrefurl=http://www.nbu.ca/en/&usg=__BFiMZBEphjjdq7-n0HtDfmUshoc=&h=299&w=299&sz=21&hl=en&start=6&sig2=oOctU6osBBK6jpGoGLwS8w&um=1&itbs=1&tbnid=CJgB3YGNksYbDM:&tbnh=116&tbnw=116&prev=/images?q=email+icon&um=1&hl=en&sa=N&rlz=1T4GGLL_en___US347&ndsp=21&tbs=isch:1&ei=FwvrS7j_O4r4sQOBpqSzDw

http://jmz.iki.fi/images/blog/06/ie7.jpg

http://jmz.iki.fi/images/blog/06/ie7.jpg

http://www.iconarchive.com/category/application/pre-desktop-icons-by-icondesigner.net.html

http://www.iconarchive.com/show/business-icons-by-aha-soft/credit-cards-icon.html

http://www.iconarchive.com/show/business-icons-by-aha-soft/phone-icon.html


2011 – IBM CMO Study

1700+ CMO

64 countries

19 sectors


CMOs admit they are not prepared

6

“From Stretched to Strengthened; Insights from the Global Chief Marketing Study”

www.ibm.com/cmostudy


Specific challenges reflect growing complexity

7




Specific challenges reflect growing complexity

8




Table of Contents




Slide 9


How your customers and prospects behave

10

CUSTOMERS & PROSPECTS

Online

Email

Mobile

Call center

Stores

Kiosk, ATM, etc.

Point of sale

Postal mail

some more

like this!


What your customers and prospects expect

11


Online

Email

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


What your customers and prospects actually experience

12


Online

Email

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


IBM calls what your customers and prospects expect:

13

Engaging each customer and prospect in a cross-channel dialog that builds upon their past and current behavior


Listening, understanding, and speaking over time

Prospect

Acquisition

Changing Needs

Win-Back

Retention

Retained Loyal

Inte

ract

ion

s

Brand Activities

Activation

On-Boarding

Cross-sell

Re-boarding

Customer Recovery

Customer Dialog Framework

Segmentation

Up-sell

Search Campaigns

Customer Experience

14


How can technology help?

15

Cross-channel, interactive marketing is like a good conversation.

Marketers need to:

LISTEN AND UNDERSTAND

DECIDE WHAT TO SAY NEXT

(only then) SPEAK

This is hard to do without help from technology!

…and repeat this over and over again across thousands or millions of customer relationships.


Technology framework for cross-channel, interactive marketing

16



(only then) SPEAK

LISTEN

DECIDE

SPEAK

MANAGE



17

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

LISTEN DECIDE SPEAK

MANAGE


Specific software capabilities within the framework

18

Operations

Awareness Decisioning ExecutionWeb & Digital

Analytics

Event Detection

Predictive Analytics

Visual Exploration

Segmentation

Offer Management

Interaction History

Real-time, Behavioral Targeting

Contact Optimization

Email

Inbound Integration

Lead Routing & Monitoring

Distributed Marketing

Search/ Display Ad

Management

Plans & Budgets

People & Processes

Data & Assets

Measurement & Performance



19



(only then) SPEAK

LISTEN

DECIDE

SPEAK

MANAGE



20

Operations


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

LISTEN DECIDE SPEAK

MANAGE


Operations


All Processes of Marketing Organizations:Inbound & Outbound & Online & Offline

Web & Digital Analytics

Event Detection

Predictive Analytics

Visual Exploration

Segmentation

Offer Management

Interaction History

Real-time, Behavioral Targeting

Contact Optimization

Email

Inbound Integration

Lead Routing & Monitoring

Distributed Marketing

Search/ Display Ad

Management

Plans & Budgets

People & Processes

Data & Assets

Measurement & Performance


22

10 Year Market Leader


New market leader in Web Analytics

Slide 23


Table of Contents




Slide 24


More than 2500 Organizations Worldwide Depend on IBM’s EMM Solutions

FinancialTravel /

HospitalityTelecom Retail / Catalog

Healthcare &

InsuranceB2B / High Tech

http://www.staples.ca/ENG/Catalog/stap_home.asp?MSCSProfile=3C79F0C7EA3162B289A6F3317CC124D88AD8917CCF1E36F4B0E87C0104AC7FA095F0A6354FC9ADD29EA70D40148F2E955C2EA8104E5DBCC6D240E912D9C84D5D8B96CFE8C461096D25B3744F8C5FF2E48C8647A92C8FB62295AC34038B48C2CA8913AF427B0614DF009F8FF33F10DF3989D0DC0794BC0DEFE9AD3E880F5B0DD5BCF7B9A910796B18

http://www.harrahs.com/harrahs-corporate/index.html

http://www.harrahs.com/harrahs-corporate/index.html

http://images.google.com/imgres?imgurl=http://www.nyse.com/images/press/q-l.gif&imgrefurl=http://www.nyse.com/events/1205922638520.html&usg=__mvWNOSAGB8_tXRaxfApkpNWCSMI=&h=158&w=234&sz=6&hl=en&start=3&um=1&tbnid=tv5QAqECgczHMM:&tbnh=74&tbnw=109&prev=/images?q=qwest+communications&um=1&hl=en&rlz=1T4SUNA_enUS279US282&sa=N

http://www.staples.com/default.asp

http://www.vipdukkan.com/Default.html


Typical business results reported by EMM users

26

Increased response rates10-50% increase is typical

Higher campaign ROI15-30% increase is typical

Improved customer value, loyalty & retention5-15% increase is typical

Lower customer acquisition costs25%-75% reduction is typical

Reduced marketing costs20-40% reduction is typical

Reduced cycle time for marketing efforts40%-80% reduction is typical

More campaigns with the same resources2-5x increase is typical

Other business metricsrevenue, profit, others vary by industry (assets under management, ARPU, #products owned, etc.)

More effective marketing: More efficient marketing:

Higher online marketing ROI15x-25x increase is typical

Increased order value15-20% increase is typical


Leading Financial Institutions Rely on IBM EMM Portfolio of Banking Customers

27

https://www.kbc.com/MISC/D9e01/~N/~KBCCOM/~BZIZTPX/-BZIZTPN/

https://www.commerzbank.com/en/hauptnavigation/home/home.html

http://www.ing.nl/inet/cor/home/particulier.ing

http://ceoworld.biz/ceo/wp-content/uploads/2009/08/bnp_paribas_logo.jpg

http://www.google.com/imgres?imgurl=http://3.bp.blogspot.com/_AcBUSVxs82w/TMCAavMMIRI/AAAAAAAAieE/tyXyWVVQPsE/s1600/Deutsche_Bank_Logo.jpeg&imgrefurl=http://symbolphotos.blogspot.com/2010/10/deutsche-bank-logo-photos.html&usg=__DQ0uz9k_w-OpKgEN53YDdQSxxVY=&h=180&w=240&sz=23&hl=en&start=2&zoom=1&tbnid=DNfx1KVzaJox6M:&tbnh=83&tbnw=110&ei=aPIATpLkIYbvsgbH6-iYDQ&prev=/images?q=logo+deutsche+bank&hl=en&tbo=p&tbm=isch&itbs=1

http://www.google.com/imgres?imgurl=http://www.jeanmarcpiaton.com/wp-content/uploads/Societe_GeneraleLogo.jpg&imgrefurl=http://www.jeanmarcpiaton.com/le-cas-societe-generale/&usg=__qRF6FZvolWHkVxH0U7U0ddj4dBg=&h=309&w=310&sz=21&hl=en&start=6&zoom=1&tbnid=33qcgMCSuTM7WM:&tbnh=117&tbnw=117&ei=xvIAToL3Cs-LswbS-6SIDQ&prev=/images?q=logo+societe+generale&hl=en&tbo=p&tbm=isch&itbs=1


Unica is the Proven Solution for Telecommunications Companies

Netherlands

UK

Germany

Spain

Ireland

New Zealand

UK Poland

France

Switzerland

Belgium

Germany

UK

SlovakiaIreland

http://tdc.dk/

http://www.alltel.com/

http://images.google.es/imgres?imgurl=http://www.telecom.pt/NR/rdonlyres/EEC0315A-A787-4615-A7A6-40AD8FFEB298/1082739/vivo_logo_in.jpg&imgrefurl=http://www.telecom.pt/InternetResource/PTSite/UK/Canais/Media/DestaquesHP/Highligths_2005/&h=90&w=88&sz=8&hl=es&start=1&um=1&tbnid=MEZw3niQfFNHWM:&tbnh=78&tbnw=76&prev=/images?q=Vivo+Telecom&svnum=10&um=1&hl=es&rls=GGLG,GGLG:2006-21,GGLG:es&sa=N


Strong Portfolio of Retail CustomersMore than 150 and Growing

29

http://www.rei.com/index.jsp

http://www.burberry.com/burberry/default_View.asp?sPage=hom&sFlash=true&sBrowser=IE

http://upload.wikimedia.org/wikipedia/en/a/a4/Loehmanns_logo.png

http://upload.wikimedia.org/wikipedia/en/7/7d/HastingsLogo.PNG

http://www.deluxe.com/

http://www.radioshack.com/home/index.jsp

http://www.vipdukkan.com/Default.html

© 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your...

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