2014 AMA Annual Conference
-
Upload
ibm-experienceone -
Category
Marketing
-
view
197 -
download
2
description
Transcript of 2014 AMA Annual Conference
Engaging at the
Speed of Life:
Moments MatterKevin Bishop
Vice President, IBM ExperienceOne@brandmaster63
#AMA2014 @brandmaster63
Meet Lily Robinson – Age 3 1/2
#AMA2014 @brandmaster63
To Lily…moments matter
#AMA2014 @brandmaster63
Moments matter to today’s customer
71%
*SOURCES: IBM Institute for Business Value,; ChiefMarketer.com
CONSIDER:
of smartphoneusers compare prices in stores
5.9B mobile phone subscribers across the globe in 2013
92% of consumers research online and seek opinions via earned media before a purchase
2x as many people in 2013 werewilling to share their geolocation data in return for personalized offers compared to the previous year
84% of smartphone users check an app as soon as they wake up
2/3rds of U.S. adults say they would not return to a business that lost their personal, confidential information
$1T of upside potential in online retail sales if buyers trust more
4/5ths of U.S. adult smartphone users keep their phones with them 22 hours per day
5mins. The response time users expect from a company once they have contacted them via social media
84% of Millenials say social and user-generated content has an influence on what they buy
70% of Boomers agree
80% of individuals are willing to trade their information for a personalized offering
of companies in 2016 will spend more than 25% of their IT budget on systems of engagement. (Double the investment one year ago.)
57%
#AMA2014 @brandmaster63
Meeting the customer call is our mission
Transform how customers engage with our brands
to deliver measurable results in customer revenue, profit, loyalty
by leveraging technology disruptors while leading organizational change
#AMA2014 @brandmaster63
The discipline of marketing is changing
Timeless
Marketers have alwaysbeen responsible for knowing
the customer.
Marketers have always beenresponsible for defining what to
market, and how to market.
Marketers have alwaysprotected the brand promise.
2012
Understanding each customeras an individual.
Creating a system of engagement that maximizes value creation
at every touch.
Designing your culture and brandso they are authentically one.
2014
Know each customer in context.
Innovate and scale personallyrelevant and rewarding experiences.
Co-create with customers, employees and partners.
#AMA2014 @brandmaster63
Leading companies are re-writing
the rules of engagement
Co-createwith customers,employees and partners.
Innovate and scale personally relevantand rewarding experiences.
Know each customerin context.
#AMA2014 @brandmaster63
Beyond marketing:
Continuous customer engagement
#AMA2014 @brandmaster63
Continuous customer engagement
is challenging, but rewarding
Limited insight of a
customer’s behavior
across touch pointsSiloed systems
and processes
Lack of skills
#AMA2014 @brandmaster63
*SOURCE: The State of Marketing 2013: IBM’s Global Survey of Marketers, IBM Center for Applied Insights
1.8x higher
3-yr Gross Profit
Growth
3.4x higher
3-yr Net Income
Growth
2.4x higher
3-yr Stock Price
Growth
The top
20%
achieve:
Click to download IBM State of Marketing
Click to download IBM Chief Merchant
Best practices deliver better company results
#AMA2014 @brandmaster63
Learning from our clients
#AMA2014 @brandmaster63
Across the organization – Macy’s
youtube.com/watch?v=aexJ2zj_pjc
#AMA2014 @brandmaster63
In real time – Sephora
#AMA2014 @brandmaster63
Continuously improving – Boots
#AMA2014 @brandmaster63
Our value proposition for
continuous customer engagement
Attract, delight and maximize lifetime value of
customers by enriching the ways you engage
with each of them
#AMA2014 @brandmaster63
Proven patterns for business outcomes
#AMA2014 @brandmaster63
Making continuous customer engagement real
Skills Process Data Tools
Across channels
Across the organization
In real time
Continuously improving
#AMA2014 @brandmaster63
Leaders embrace new possibilities
Ignite innovation through collaboration with rich ecosystem of clients
and partners
Identify the customers and moments that matter the most with insights from
customer, behavior, predictive and cognitive analytics
Empower and enable the entire front office to act on those insights to deliver
personally relevant and rewarding customer experiences with proven best practices,
ROI, and scalable solutions
#AMA2014 @brandmaster63
Pamela
Project
Manager
Sarah
SegmenterFiona
Field Manager
Michelle
Modeler
Daniel
Direct Mail
Carl
Catalog Manager
Cindy
CMO
Christopher
Creative
Olivia
Online
Dita
Digital Marketer
Anna
Web Analyst
Corey
Coordinator
Emma
Email Manager
Colin
Content
Erik
Event Detection
Michael
Multichannel
Programmer
Traditional marketing personas
#AMA2014 @brandmaster63
Pamela
Project
Manager
Sarah
SegmenterFiona
Field Manager
Michelle
Modeler
Daniel
Direct Mail
Carl
Catalog Manager
Cindy
CMO
Christopher
Creative
Olivia
Online
Dita
Digital Marketer
Anna
Web Analyst
Corey
Coordinator
Emma
Email Manager
Colin
Content
Erik
Event Detection
Michael
Multichannel
Programmer
Traditional marketing personas: Understand
•Too much time spent
building models vs.
understanding customer
segments
#AMA2014 @brandmaster63
Pamela
Project
Manager
Sarah
SegmenterFiona
Field Manager
Michelle
Modeler
Daniel
Direct Mail
Carl
Catalog Manager
Cindy
CMO
Christopher
Creative
Olivia
Online
Dita
Digital MarketerAnna
Web Analyst
Corey
Coordinator
Emma
Email Manager
Colin
Content
Erik
Event Detection
Michael
Multichannel
Programmer
Traditional marketing personas: Understand
•Focused on digital data;
can’t combine with
behavioral data from
other systems
#AMA2014 @brandmaster63
Pamela
Project
Manager
Sarah
SegmenterFiona
Field Manager
Michelle
Modeler
Daniel
Direct Mail
Carl
Catalog Manager
Cindy
CMO
Christopher
Creative
Olivia
Online
Dita
Digital Marketer
Anna
Web Analyst
Corey
Coordinator
Emma
Email Manager
Colin
Content
Erik
Event Detection
Michael
Multichannel
Programmer
Traditional marketing personas: Understand
•Collecting vast amounts
of data but unable to tie
to actions to achieve
business results
#AMA2014 @brandmaster63
Pamela
Project
Manager
Sarah
SegmenterFiona
Field Manager
Michelle
Modeler
Daniel
Direct Mail
Carl
Catalog Manager
Cindy
CMO
Christopher
Creative
Olivia
Online
Dita
Digital Marketer
Anna
Web Analyst
Corey
Coordinator
Emma
Email Manager
Colin
Content
Erik
Event Detection
Michael
Multichannel
Programmer
Traditional marketing personas: Engage
•Build campaigns and executable
artifacts but can’t demonstrate how
they impact goals and objectives
#AMA2014 @brandmaster63
Pamela
Project
Manager
Sarah
SegmenterFiona
Field Manager
Michelle
Modeler
Daniel
Direct Mail
Carl
Catalog Manager
Cindy
CMO
Christopher
Creative
Olivia
Online
Dita
Digital Marketer
Anna
Web Analyst
Corey
Coordinator
Emma
Email Manager
Colin
Content
Erik
Event Detection
Michael
Multichannel
Programmer
Traditional marketing personas: Engage
•Too many places to do work
•Little collaboration among team
members
•Hard to coordinate work to meet in-
market dates
#AMA2014 @brandmaster63
Pamela
Project
Manager
Sarah
SegmenterFiona
Field Manager
Michelle
Modeler
Daniel
Direct Mail
Carl
Catalog Manager
Cindy
CMO
Christopher
Creative
Olivia
Online
Dita
Digital Marketer
Anna
Web Analyst
Corey
Coordinator
Emma
Email Manager
Colin
Content
Erik
Event Detection
Michael
Multichannel
Programmer
Traditional marketing personas: Optimise
•Lack of time
•Hard to keep track of
project status
•Needs to show
contribution to
company goals
#AMA2014 @brandmaster63
Integrated workflow provides the framework foreffective continuous customer engagement
#AMA2014 @brandmaster63
Integrated workflow provides the framework foreffective continuous customer engagement
Ann
Customer Experience
Designer
Carlos
Creative Manager
Patty
Marketing Operations
Planner
Anthony
Customer Data
Analyst
Edward
Customer Experience
Manager
Evan
Channel Owner
#AMA2014 @brandmaster63
Evolving marketing personas
View all customer journey analytics: use information to
identify profitable market
segments and personas
Allocate budget across marketing, tracking
actual and forecasted
expenses.
Visually design great customer experiences, request and track work
related to the experience,
understand if the design delivers on goals and objectives.
Develop creative for various channels based on customer
experience design; understand
impact on goals and objectives.
Ensure everything required within channel is executing
based on overall customer
experience designed.
Assess how actual experiences match the
brand promise,
organizational goals across customer journey.
Understand business impact of team’s work, improve customer
experiences across channels
Anthony
Customer Data
Analyst
Patty
Marketing Operations
Planner
Ann
Customer Experience
Designer
Evan
Channel Owner
Carlos
Creative Manager
Tom
VP Marketing &
Customer Engagement
Edward
Customer Experience
Manager
#AMA2014 @brandmaster63
Marketers have always been responsible for knowing the customer
Marketers have always protected the brand promise
Know each customerin context.
Innovate and scale personally relevant and rewardingexperiences.
Co-create authentic brand experiences with customers, employees and partners
The IBM Marketing Maturity
Model enables
organizationsto prioritize
required
capabilitiesand changes to
actualize these
imperatives
3
2
1Marketers have always been responsible for defining what to market, and how to market it
Leading marketers are transforming their companies
to engage customers in context throughout the lifecycle
#AMA2014 @brandmaster63
Marketing Maturity Model is rooted in research
and proven business patterns of success
#AMA2014 @brandmaster63© 2013 IBM Corporation
ibm.biz/diagnose
Through an on-line tool or a face to face workshop you
can develop your Marketing Maturity journey
#AMA2014 @brandmaster63
Three key takeaways
Change is inevitable and continuous embrace it
prepare for it
Put your customer at the center of everything identify moments that matter most to your customers and your business
Seize the opportunity to lead use the tools and techniques available to lead the change
ibm.biz/diagnose
#AMA2014 @brandmaster63
THANK YOU
Kevin Bishop
Vice President, IBM ExperienceOne
@brandmaster63