Beyond Digital Marketing into Digital Selling - IBM Beyond Digital... · World’s fastest growing...
Transcript of Beyond Digital Marketing into Digital Selling - IBM Beyond Digital... · World’s fastest growing...
David A Hogg
Business Manager Watson Commerce, IBM ASEAN
Beyond Digital
Marketing into
Digital Selling
IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain 1
World’s fastest growing internet region – from 259M in 2015 to 480M by 2020
- 124k users coming online everyday for the next 5 years
792M mobile connections
- 124% of population - 2nd highest globally following East Europe
234M active social media users
- Philippines sends more texts than any other country; Jakarta is world’s #1 city for tweets
To reach $200B by 2025 – 6.x increase from 2015
- 24% of clothing/footwear and 18% of travel now purchased online
7k startups in 2015 with $1.1B in venture capital funding – 2nd highest in AP
- Unicorns (Garena ($2.5B), Grab ($1.6B), Lazada ($1.5B)
Internet User Base
Social Media
Internet Economy
Startup Landscape
Mobile Usage
source: Google and Temasek e-conomy SEA Study; 2016 Digital Yearbook, Wall Street Journal, Bloomberg
*Unicorn – startup whose valuation has reached m $1B
MARKET TRENDS
ASEAN’s demographics – particularly its increasingly connected and digitally savvy population – positions it for growth in Digital Commerce
The customer is in
control and expectations
are on the rise
How will you deliver the right customer experience
at the right time and place?
IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain 3
To take action requires insights and an
understanding of each customer
IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain 4
Natural Language
Cognitive Technologies
Evidence-based
Analytics
Hypothesis Generation
Learning
Watson Commerce
IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain 5
Understand. Reason. Learn.
Deliver an exceptional, personalized customer experience
Give customers what they want, where and when they want it
Make it easy for customers to buy from you
Leverage meaningful insights to drive informed actions
Seamlessly engage
customers across all
channels
IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain 6
IBM 2016 7
Fully leverage Social Media to engage your clients and find new ones
Engage millennials where they hang out most – Social Media
Expand your prospect base, via “look alike” audience
Establish a personal connection with your customers via Social Media
Make your members feel part of the brand story, turn them into Brand Advocate
Make engagement personal with your clients via Mobile and other Devices
IBM 2016 8
Club Account
Cart
Location
Based
Marketing
Direct to
Phone
rew ards
and
coupons
Rich &
Actionable
push
messages
Mobile
friendly
Responsive
Design
Online Merchandiser Digital Marketer Fulfillment Manager Field Sales Store Associate
Designed for the way
you work
IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain 9
How would performance improve if…
a ’cognitive analyst’ was watching out for trends,
anomalies, opportunities and alerted you and your
team with recommendations?
Leverage Meaningful
insights
IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain 10
Help online merchandisers
to identify hidden situations
impacting business.
Watson Commerce Insights
IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain 11
The Problem with Manual data maintenance
IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain 12
Friday 18th November
679 Mexican Peso is US$33
Should be US$ 2,500
Dell Mexico
How would sales improve if...
you could intelligently present products and
content to customers that spoke to them
personally?
Deliver personalized
customer experiences
IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain 13
Enable online merchandisers to optimize and automate how products are
presented to shoppers.
Watson Commerce Insights
IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain 14
Help marketers use
intelligence to create,
manage, and distribute
content across every
customer interaction.
Watson Content Hub
IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain 15
Help marketers test and
deliver optimized content
at the individual level,
based on journey stage,
persona or behavior,
driving higher
engagement and
conversion rates.
Watson Real-Time Personalization
IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain 16
How would their loyalty improve if …
your customers’ orders were fulfilled exactly
how they wanted and in the most cost
effective way possible?
Give customers what
they want
IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain 17
Enable fulfillment
managers to optimize
order fulfillment by
learning from previous
sales, demand
forecasts and inventory
allocations.
Watson Order Optimizer
IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain 18
Go across touch-points with IBM Onmi Channel Order processing capability
IBM 2016
Digital Commerce needs a strong foundation of Fulfillment engine, that:
Provides a 360 degree visibility of Orders across multiple
channels (eCommerce, Storefront, Market places, Social, Mobile etc)
Integrates well with Warehouse and Shipping engines to provide real-time visibility of inventory
Promises every sale to be taken care of… Buy online ship to home Buy-Online-Pickup-In-Store Reserve-Online-Pay-n-Pickup-In-Store Save-the-Sale Ship-when-Available ....and more
Would you be able to capture more sales if…
you could connect online and offline
experiences, and enable sellers and
associates to engage clients in seamless and
more personal ways?
Make it easy for
customers to buy from
you
IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain 20
Help online marketers
and merchandisers
detect customer struggles
and improve customer
experiences by
understanding historical
patterns of customer
engagement.
Watson Customer Experience Analytics
IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain 21
22
IBM Watson Commerce platform is uniquely positioned for multi-country multi-brand deployment
IBM provides a unique capability of managing multiple eCommerce sites from a single platform, this:
Provides agility to the Merchandizing and Marketing teams
Allows you to leverage common approved assets in consistent manner
Allows you to defray costs to individual Business Units (countries) while maintaining central control for consistency purpose
Keeps your IT simple, and operations hassle-free
Master eCommerce
site
Country 1 Country 2 Brand X Brand Y
IBM is rated as top Digital Commerce platform by the Analysts
IBM 2016 23
IBM has a award winning and top rated Digital Commerce & Marketing platform
IBM’s global presence and rich technology background brings a well-rounded and robust solution to the clients
IBM’s Business Partners ecosystem enhances the capability of the platform further, and we are proud of those
IBM covers B2C and B2B Digital Commerce capabilities in same solution
IBM’s solution is pre-integrated with Digital Marketing, Customer Analytics, Order Management and Warehouse Management
IBM Watson Commerce is available on premise or Cloud Currency Earn
and Burn Points Bank
Payment Gateway
Configurable Tiers
Widgets
Now with Watson
Commerce you can …
Understand customers,
markets and business
performance in real-time.
Deliver a differentiating
customer experience
across all their journeys.
Optimize fulfillment plans
by learning from past
order history.
IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain 24
…and deliver results for
your business
Establish a conversation
that builds interest, sales
and loyalty.
Prescribe a course of
action to capitalize on
opportunities as they arise.
Provide the level of
service customers
expect at the optimal
cost.
IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain 25
26
The North Face IBM eCommerce and Expert Personal Shopper helps consumers discover products based on recommendations in a natural language dialog leading to higher conversions, driven by the power of Cognitive Commerce.
https://www.youtube.com/watch?v=HxNeseZ_1nc