Digital Platform Optimisation

IBMInteractiveExperience

experiencethe future today

Digital Plat-form Optimization


IBM + Adobe Value

Reinventing the Digital Experience Delivery Landscape

Adobe Marketing

Cloud

Cross-channel

campaignsData-driven marketing

Mobile engagement

Personalised experience

Globally Integrated Enterprises

Inherent Integration of Content, Commerce

and Insights

Adaptive and learning interactions

Refashioning Experience Design & Delivery

Refashioning Experience Design and Delivery

Cognitive Personalization with IBM Watson - Adaptive and Learning Interactions

Integration of Content, Commerce, Cognition & Insights

Global Integrated Enterprises


INDUSTRYIMPERATIVES &CHALLENGES


Common Digital Complexities Across the Industry:Digital execution is on a brand-by-brand basis – without charge to act on behalf of the broader enterprise

Customer Experience Challenges

Cost Effectiveness Challenges

Technology & Operations Challenges

Insight & Optimization


Siloed development of customer experiences leads to fragmentation, poor scalability, divergent messaging, and a reputational liability

Architecting a Rational Customer Experience


Enterprises must harness this explosion of digital marketing activity in a consistent manner, on consistent platforms

The Shift to an Enterprise Digital Marketing Platform

Experience Platform


Unified Content Management System Value Proposition & Benefits

Key customer chal-lenges

“We have multi-lingual websites in 50+ countries with no brand or marketing control. Each website is managed by the local market agency. Costs are spiraling”

“Our website is old and the cus-tomer experience is poor. We know we can do better and want to ex-ceed our customers expectations”

“We want to re-platform but are unsure which CMS we should choose and is best for our busi-ness”

“We have/are considering buying Commerce and want to be able to deliver beautiful and seamless cus-tomer and transaction experiences to our customers”

Value Proposition of unified CMS Global scale Deep integration of content, commerce, cognition and insight Adaptive and learning interactions World class application development, systems integration and industry

expertise across IBM Multi Channel aligned targeted and personalized marketing, sales

and service communications

Expected Benefits of unified CMS Reduced TCO for Digital Platforms/Operational cost savings Consistent global brand experience Speed to change Personalized experiences


Globally Integrated Enterprises: A strong parent identity across brands

will support this growth.

Individual brands will need to generate more content tailored to local markets.

Delivering on Cost Reductions: Programs focused on reducing

costs everywhere will exert pressure on digital marketing, but needn’t reduce output.

Industry Pressures: Trend toward consolidating

marketing power at the master brand level to counteract

Need for an efficient digital customer platform across the enterprise

Need to shift marketing investment emphasis to

messaging and content vs. design/build

Master brands are investing in customer experience strategies

that drive brand engagement and loyalty, and subsequent demand

for product

Global organizations are amplifying marketing activity, furthering the impact of current state challenges

Why Are Clients Acting Now on Website Consolidation


CASESTUDY

IBM iX’s experience with CMS


The Castrol ExperienceA digital transformation


Niamh McArdleLeader for Financial SectorIBM Global Business Services

[email protected]+353 1 881 3702

Digital Platform Optimisation

Business

Transcript of Digital Platform Optimisation