Digital Marketing Live! 2014 - IBM - Kirsten Haver

INNOVATE or DIEThe future of (digital) marketing @Digital Marketing Live

Mei 2014

© Copyright IBM Corporation 2014 • All rights reserved

@Kirsten_HD

#whateverhashtagyouliketoday

#DML14

#CMO

#SmarterMarketing

#SmarterCommerce

#engagement

#digital

#personalization

#cloud

#change

#freezeduckormove

#bigdata

#marketing

#mobile

#social

#ibm

#millennials #customercentric

#personalization

#analytics

#DML14

#righttime#context


Share a few marketing perspectives from IBM (and myself)

Kirsten Haver Droeze, 30 of iets ouder, IBMer, doet iets met marketing, passie voor earned media, woont in Utrecht en werkt in Amsterdam, tennist, kleine ondernemer in grote organisatie, is sinds 2006 bij IBM, heeft communicatie gestudeerd, is social op een mobile manier.

© Copyright IBM Corporation 2014 • All rights reserved© 2013 IBM Corporation

We live in interesting times


90%

32%Of customers expect personalization......

only

Source: IBM Institute for Business Value and Center for Applied Insights

And yet....there is a gap

......of the companies apply it


Source: Question B4 What kind of digital strategy does your enterprise have?; n=2,869

Integrated digital-physical strategy

Limited digital strategy

No Digital strategy

31%

33% 36%

The next wave of innovation


#ED

2014WE

This is our time: Stay still, duck or move


8

Technology is changing the way we live our lives


But technology is not making us less social


Technology enables new ways of collaboration


Opening new opportunities for partnerships and growth


3 profound technology changes that impact our world

Data as the new basis for realizing competitive advantage.




Cloud demands, and enables newbusiness models.



Cloud demands, and enables newbusiness models.

Engagement the new world of empowered individuals.



It does change the job and skill set we need as marketeers


And will change how we organize ourselves


Since (y)our client wants a different way to interact

http://www.youtube.com/watch?v=xuk5ED5szSA


And is more demanding ….


#ED

2014WE

Just imagine connecting with the next generation


The digital centric customer


But yet as marketers we are not capturing the opportunity


#ED

2014WE

Stay still, duck or move


Time for reinvention by leveraging technology disruptors


#ED

2014WE

#1 Know your customer......in context


#2 How to market: from real time to right time


#ED

2014WE

#3 Be personal relevant and rewarding experiences


#4 Co-create: establishing a win:win with the customer


#ED

2014WE

#5 Continuously improving


Understand Engage

Optimize

Break the silos and barriers


DescriptionMobile solution for tracking cellular phones and pushing targeted offers to customers in-store or in close proximity

Data Flows

Customer Tracking

Offer Generation

POS & Inventory Management

1Get customer location

2Compare customer locationto store layout

3Trigger real-time personalized offer engine

3aGet customer data

3bCheck pricing data

3cCheck inventory

4 Make offer

5 Customer purchases

6 Update inventory

Database

Existing service

Security / theft

prevention

SMS /email

Pricing data

Customer data

Real-time granular view

of store layout

Business logic

Online / MobileSupply chainMerchandisingMarketing & promotions

Store

Customer data

Pricing data

Externalcustomer data

Third-party location

data

Inventory management

Promotions data

Warehouse data

Pricing guidelines

1

2

3

3b

3c

3b

5

4

5

6

6Self-

checkout

Real-time personalized offer engine

3a

3b

3a

3b

3c

App

New needs

Social mediadata

3a 1

7

7 Deactivate security / theft prevention

mPOS

POS


Since we do not want to wake up tomorrow like….


Legal Disclaimer

© IBM Corporation 2014. All Rights Reserved.

The information contained in this publication is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained in this publication, it is provided AS IS without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this publication or any other materials. Nothing contained in this publication is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software.

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Digital Marketing Live! 2014 - IBM - Kirsten Haver

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