Marketing in the Age of Empowered Consumer

©2012 IBM Corporation ©2012 IBM Corporation

Ruben Bru

Director CEE/MEA, EMM

Marketing in the Age of the Empowered

Consumer Bring Science to the Art of Marketing

©2012 IBM Corporation

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 Polish 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

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


Table of Contents

1. Trends in Marketing

2. CMO study results

3. Enterprise Marketing Management by IBM

4. Benefits illustrated by Customer Stories

Slide 3


Businesses are challenged by rapidly changing environments

Years to reach 50M users:

Radio 38 Yrs

TV 13 Yrs

Internet 4 Yrs

Facebook 2 Yrs

Supplier lead time is 62%

faster than just 2 years ago

Only 2 of the year 2000’s list of the worlds

10 largest companies are on that list today


As a result, the marketing landscape has changed.

Sources:

•Yankelovich,

•2010 IBM CEO Study

•January 2009 “Marketing Technology Adoption 2009”, Forrester Research

of people don't

believe that

companies tell the

truth in

advertisements

75% of CEOs picked “getting closer to the customer” as their top priority

88% of marketers plan to

reorganize by the

end of 2012

75%


I have 10,000

followers and can

convince them all

that your product is

terrible

I received a

compelling

competitive offer and

am about to defect

I always post

positive reviews

when I’m satisfied

with products and

service

I expect your

promotions to be

relevant to me –

not for things I

never buy

The web has moved from a network of content to a

network of people who shape your brand is perceived.


Table of Contents





Slide 7


CMOs admit they are not prepared

8

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

www.ibm.com/cmostudy


Specific challenges reflect growing complexity

9




Specific challenges reflect growing complexity

10



©2012 IBM Corporation 11 11

Everyone is struggling




Survey question: “is your company doing

‘interactive marketing?’”

12

10%

50%

23%

6%

11%

Currently do this across all channels

Currently do this across somechannels, but not others

Plan to do this (next 12 months)

Plan to do this (> 12 months)

No plans to do this

source: Unica/IBM’s The State of Marketing: Annual Survey of Marketers, 2011

Most marketers

are trying to do

cross-channel,

interactive marketing,

but few have

fully accomplished it


Survey question: “three biggest barriers to ‘interactive marketing?’”

13

55%

50%

33%

33%

33%

32%

24%

18%

Organizational structure, corporate culture orinternal processes are not conducive

Existing systems and data are too disparate

Lack appropriate in-house skills

Lack of budget

Difficulty working with internal IT

Uncertain ROI

Lack of support from upper management/Lack of an executive sponsor

Cost is too high

Lack of the right

technology is an

impediment



Survey question: “biggest bottleneck in your marketing organization?”

14

57%

53%

47%

43%

32%

31%

31%

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

Lack of

cross-channel,

interactive marketing

is a big problem



Table of Contents





Slide 15

©2012 IBM Corporation 16

Marketers must integrate marketing across all media

Earned media

Paid media

Owned media

Ads PR


Platform

17

Integrating marketing is difficult for most marketing organizations

Earned media

Paid media

Owned media

Most marketers lack:

Profile


18

Enterprise Marketing Management (EMM) is

the marketing platform

EMM: a comprehensive suite integrating

five critical marketing processes – across all media

Manage marketing processes and

measure results

Decide on the best marketing action

Deliver engaging messages and capture reactions

Collect data that augments

each customer profile

Analyze marketing data to find

actionable insights


19

10 Year Market Leader


New market leader in Web Analytics

Slide 20


Table of Contents





Slide 21


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

Financial Travel /

Hospitality Telecom Retail / Catalog

Healthcare & Insurance

B2B / 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

23

Increased response rates 10-50% increase is typical

Higher campaign ROI 15-30% increase is typical

Improved customer value, loyalty & retention 5-15% increase is typical

Lower customer acquisition costs 25%-75% reduction is typical

Reduced marketing costs 20-40% reduction is typical

Reduced cycle time for marketing efforts 40%-80% reduction is typical

More campaigns with the same resources 2-5x increase is typical

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

More effective marketing: More efficient marketing:

Higher online marketing ROI 15x-25x increase is typical

Increased order value 15-20% increase is typical


Leading Financial Institutions Rely on IBM EMM Portfolio of Banking Customers

24

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


Delivering personalized offers across channels in real time

turns inbound interactions into profitable communications

Business Need

Outbound campaigns were ineffective – not taking

advantage of customer initiated interactions

Needed to create a single, cross-channel,

relationship with each customer

Disparate teams managed customer dialogs

Needed to reduce marketing costs

Real Results • Relevant, real-time campaigns drive higher response rates

• 125M targeted offers served each day across 5 channels – direct

mail, email, web, call center, and branches

• Dynamic web offers generated 4x as much revenue as a static offer

• €20M increase in earnings

• Lowered direct marketing cost 35%

• Faster campaign cycle times: from 26 weeks per campaign to just 4 weeks


Unica is the Proven Solution for Telecommunications Companies

Netherlands

UK

Germany

Spain

Ireland

New Zealand

UK Poland

France

Switzerland

Belgium

Germany UK

Slovakia

Ireland

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


Real-time Marketing and Location-based SMS

Singapore

Telecommunications, Ltd.

Wireless and landline phone

and broadband Internet

provider

About the Company

27

Serves real-time offers to agents in call centers and at retail

stores to facilitate cross-sell/up-sell

Send offers and advertisements to mobile phones

Cross-sell/up-sell success rate increased from <10% to >40%

Delivery of a compelling customer experience through a unified

and relevant dialogue

Increase usage and cross-sell/up-sell other service lines

Sell mobile advertising opportunities to third-parties

“Unica’s solution arms our call center and retail

representatives with the highest-impact offers - in real

time - so that we can extend and expand our customer

relationships.” Wong Soon Nam,

VP of Consumer Marketing, SingTel

Results

Unica Solution

Challenges


28

Strong Portfolio of Retail Customers

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


Prospect

Acquisition

Changing Needs

Win-Back

Retention

Retained Loyal

Inte

racti

on

s

Dialog Across Customer Life Cycle

Brand Activities

Activation

On-Boarding

Cross-sell

Re-boarding

Customer Recovery

Segmentation

Up-sell

Search Campaigns

Customer Experience

29


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Link general:

http://www-01.ibm.com/software/commerce/summit/emea/index.html

Link Marketing (MIS):

http://www-01.ibm.com/software/marketing-solutions/marketing-innovation-summit/europe/

Smarter Commerce Global Summit 2012 - Madrid May 22-24: Hotel Auditorium Madrid

http://www-01.ibm.com/software/commerce/summit/emea/




http://www-01.ibm.com/software/marketing-solutions/marketing-innovation-summit/europe










©2012 IBM Corporation © 2012 IBM Corporation

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150+ sessions across the Smarter Commerce and EMM portfolio with recognized experts, thoughts leaders and analysts providing market insight!

Smarter Commerce and EMM solutions that will inspire new ideas and creative approaches that drive customer value in the state of the art solution center!

1

2

3

llSmarter Commerce Global Summit 2012 - Madrid May 22-24: Hotel Auditorium Madrid

The conference will showcase: e-commerce

supply chain management targeted and personalized marketing

mobile and social commerce analytics and insight change management

Link general: http://www-01.ibm.com/software/commerce/summit/emea/index.html

Link Marketing (MIS): http://www-01.ibm.com/software/marketing-solutions/marketing-innovation-summit/europe/

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Marketing in the Age of Empowered Consumer

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