3ª Conferênciaapdsi.pt/wp-content/uploads/prev/08 - Laura Guzman - IBM.pdf · 29 de setembro de...
Transcript of 3ª Conferênciaapdsi.pt/wp-content/uploads/prev/08 - Laura Guzman - IBM.pdf · 29 de setembro de...
29 de setembro de 2014
Auditório da BMAG
3ª Conferência
Internet, Negócio e Redes Sociais
Confiança e Compromisso nos Canais Digitais
Patrocinadores Globais APDSI
Apoio
© 2014 IBM Corporation
Laura Guzmán Linares
Software Industry Solutions Leader
IBM Portugal
Digital reinvention: Preparing for a very different tomorrow
© 2014 IBM Corporation 2
Top Marketing challenges organizations are facing
42% of marketers say
acquiring customers
36% of marketers say
retaining customers
and improving
loyalty/satisfaction
*SOURCE: The State of Marketing 2013: IBM’s Global Survey of Marketers, IBM Center for Applied Insights
© 2014 IBM Corporation 3
Re-imagine our role as Marketers
Timeless 2012 2014
Know the customer Understand each
customer as an individual
Know each customer
in context
Define what to market and
how to market
Create a system of
engagement that
maximizes value creation
at every touch
Innovate and scale
personally relevant and
rewarding experiences
Protect the brand promise Design culture and brand
so they are authentically
one
Co-create authentic brand
experiences with
customers, employees, and
partners
© 2014 IBM Corporation 4
Today’s consumer
71% of smartphone users
compare prices in stores
58% are more price-conscious today
than they were a year ago
84% of millenials say social content has an
influence on what they buy 70%
5.9B mobile phone subscribers
across the globe in 2013
92% of consumers research
online before a purchase
of a B2B purchase
decision is made
is made before a
rep is contacted
*SOURCES: IBM Institute for Business Value; IBM 2012 Holiday
Benchmark Reports; ChiefMarketer.com
© 2014 IBM Corporation 5
Um exemplo real...
© 2014 IBM Corporation 6
Um exemplo real...
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Um exemplo real...
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Um exemplo real...
© 2014 IBM Corporation 9
IBM has led the way in helping clients make the shift to continuous customer engagement, with many milestones along the way
© 2014 IBM Corporation 10
Usability issues greatly impact the online experience
Only 51% of sites complied with simple web usability principles.
-Forrester study of 20 major sites
85% of visitors abandon a new site due to poor design. -cPulse
62% of web shoppers gave up looking for the item they wanted to buy online.
-Zona study
50% of web sales are lost because visitors can’t easily find content.
-Gartner Group
Source: http://www.usabilitynet.org/management/c_cost.htm
© 2014 IBM Corporation 11
Replay – Mobile Web (HTML & HTML5)
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Replay – Mobile Web (HTML & HTML5)
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Replay – Mobile Web (HTML & HTML5)
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Replay – Mobile Web (HTML & HTML5)
© 2014 IBM Corporation 15
Replay – Mobile Web (HTML & HTML5)
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Replay – Mobile Web (HTML & HTML5)
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Replay – Mobile Web (HTML & HTML5)
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Replay – Mobile Web (HTML & HTML5)
© 2014 IBM Corporation 19
Replay – Mobile Web (HTML & HTML5)
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Replay – Mobile Web (HTML & HTML5)
© 2014 IBM Corporation 21
© 2014 IBM Corporation 22
Session Search – Selecting Event
22
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Session Search – Selecting Event from Event Selector
23
© 2014 IBM Corporation 24
Session Search – Entering ‘Please enter at least 3 digits’ in Response Text search
24
© 2014 IBM Corporation 25
Search Results – View Results for ‘Reservation Struggle’ ’3 Attempts’ ‘at least 3 digits’
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© 2014 IBM Corporation 26
Where are customers clicking?
Source: http://www.usabilitynet.org/management/c_cost.htm
© 2014 IBM Corporation 27
"It's as if my team had a blindfold over their eyes. With Tealeaf, the blindfold went away” Air Canada
© 2014 IBM Corporation 28