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This is a synopsis of our 2013 annual survey of marketing practitioners' adoption and use of technology. We surveyed more than 500 marketing practitioners from 15 industries globally. You can get the full study and white paper at www.ibm.com.
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The State of Marketing 2013, IBM’s
Global Survey of Marketers –
A Synopsis
© 2013 IBM Corporation
A survey completed by IBM’s Center for Applied Insight and the Enterprise Marketing Management Group.
Smarter Marketing
In the US, $83B is lost each year in poor customer experiences1
Marketers must re-examine how to …
© 2012 IBM Corporation2 © 2013 IBM Corporation
Evaluate & prioritizechannels
Understand & engage customers
Create a consistent customer experience
Optimize marketing performance
1. 2010-11 Research Study by Datamonitor/Ovum
Coordinate & deliver across the enterprise
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To learn more, we surveyed more than 500 marketing professionals worldwide, across
© 2012 IBM Corporation3 © 2013 IBM Corporation
marketing professionals worldwide, across more than fifteen industries, and found that...
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Customer management and customer experience informe d by and delivered through technology were top challenge s
Figure: Top Three Marketing Challenges
Q. What are the top marketing challenges your organizations faces? Please select three factors.
© 2012 IBM Corporation4 © 2013 IBM Corporation
Base: All Marketers (n=512)
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But there is a group of marketers who are doing bet ter than others and belong to companies that financially out perform …
3-yr Gross Profit Growth
3-yr Net Income Growth
3-yr Stock Price Growth
3.4x
© 2012 IBM Corporation5 © 2013 IBM Corporation
1.8x2.4x
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And we define leading marketers by their influence of the customer experience and use of marketing technologi es
20%Currently do it across some or all channels
chan
nel
optim
izat
ion
tech
nolo
gies
Leading MarketersLeaders proactively influencing the customer experience across channels and using marketing
20%
© 2012 IBM Corporation6 © 2013 IBM Corporation
80%
Not a proactive leader in owning CE across
channels
Currently do not do it
Ado
ptio
n of
cro
ss-c
hann
el
optim
izat
ion
tech
nolo
gies
Ownership of the Customer ExperienceA proactive leader in owning CE across
channels
and using marketing technologies.
All OthersTrail the leaders in either adoption of technology or influence of the customer experience, or both.
80%
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The impact across marketing’s 4Ps – especially in ar eas beyond promotion – is profound …
4P’s EffectivenessQ. And how effective do you think your marketing organization is performing in these areas of responsibility?
% of 4/5 ratings on a scale of 1 to 5, where 1 means “not effective at all” and 5 means “very effective.”
35%difference
© 2012 IBM Corporation7 © 2013 IBM Corporation
Base: Leading Marketers (n=102), All Other Marketers (n=410)
19%difference
31%difference
34%difference
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So how do these leading marketers differ from their peers?
Others Leaders Difference
Knows Customer Context and Integrates Accordingly
Adjusts real-time offers based on context 2.6x
Uses optimization tech. across all channels 5.6x
Integrates inbound/outbound and online/offline 1.4x
Conducts root causal analysis of customer insights 2.1x
8%
15%
45%
39%
68% 92%
33% 68%
© 2012 IBM Corporation8 © 2013 IBM Corporation
Acts on Insights -Systematically
of customer insights 2.1x
Applies advanced analytics to determine media spend 2.2x
Detects transaction struggles and takes action 2.2x
Takes a Broader View of the Customer Experience
Tracks commitments from svc interactions 1.9x
Identifies/remedies execution gaps in brand promise 1.4x
Tracks customer lifetime value 2x
33% 68%
31% 69%
27% 60%
39% 75%
58% 80%
16% 32%
