Enterprise Marketing Management, neu definiert

Daniel Schawalder, Industry Solution Leader, IBM Schweiz AG

© 2011 IBM Corporation2

Make your customer a fan?

‘Like’

Loyalty

© 2011 IBM Corporation3

Social networking and mobile commerce have dramatically changed the dynamic between buyer and seller.

Customer expectations of service, price and delivery is soaring.

This is changing the entire way products are sourced, manufactured and distributed—and making business more complex than ever.

Customers now have unlimited access to information and can instantly share it with the world

We have entered the age of the empowered customer; turning them into fans has become even harder

© 2011 IBM Corporation4

IBM Smarter Commerce can help transform every phase of the commerce cycle and to integrate the phases

Focus today

Drives intelligent,adaptive and

optimized extendedsupply chains

based on customer demand

Createspersonalizedand relevantoffers with

unified cross-channel

marketing

Enablescustomers and

partners to buy what they Want, when and where

Anticipatesbehavior and

delivers flawlesscustomer service

across all channels

MarketBuy

Service Sell

Kunde

© 2011 IBM Corporation5

How your customers and prospects behave

5

CUSTOMERS & PROSPECTS

Online

Email

Mobile

Call center

Stores

Kiosk, ATM, etc.

Point of sale

Postal mail

some more

like this!

© 2011 IBM Corporation6

What your customers and prospects expect

6

CUSTOMERS & PROSPECTS

Online

Email

Mobile

Call center

Stores

Kiosk, ATM, etc.

Point of sale

Postal mail

MARKETER

One person behind all the

channels, “pulling the strings”

and guiding the dialogue

& relationship

© 2011 IBM Corporation7

What your customers and prospects actually experience

7

CUSTOMERS & PROSPECTS

Online

Email

Mobile

Call center

Stores

Kiosk, ATM, etc.

Point of sale

Postal mail

agenda

strategy

data

tech

agenda

strategy

data

tech

agenda

strategy

data

tech

agenda

strategy

data

tech

agenda

strategy

data

tech

agenda

strategy

data

tech

agenda

strategy

data

tech

agenda

strategy

data

tech

SILOS

SILOS

SILOS

SILOS

SILOS

SILOS

SILOS

SILOS

© 2011 IBM Corporation8

IBM calls what your customers and prospects expect:

8

Engaging each customer and prospect in a cross-channel dialog that builds upon their past and current behavior

© 2011 IBM Corporation999

What do you see?

9

© 2011 IBM Corporation10101010

� relevant to Jeff

� feels like a service

� consistent across channels

Definition of Interactive Marketing

© 2011 IBM Corporation11

How can technology help?

11

Cross-channel, interactive marketing is like a good conversation.

Marketers need to:

LISTEN AND UNDERSTANDLISTEN AND UNDERSTAND

DECIDE WHAT TO SAY NEXTDECIDE WHAT TO SAY NEXT

(only then) (only then) SPEAKSPEAKThis is hard to do without help from technology!

…and repeat this over and over again across thousands or millions of customer relationships.

© 2011 IBM Corporation12

Technology framework for cross-channel, interactive marketing

12

LISTEN AND UNDERSTANDLISTEN AND UNDERSTAND

DECIDE WHAT TO SAY NEXTDECIDE WHAT TO SAY NEXT

(only then) (only then) SPEAKSPEAK

LISTENLISTEN

DECIDEDECIDE

SPEAKSPEAK

MANAGEMANAGE

© 2011 IBM Corporation13

‘Social Listening’ can bring unexpected results

• 1.5 million entries

• 500’000 times Vegemite

• Learned: consumer are

using the product different as expected

• 39% increase in product

revenue trough new

marketing campaing

© 2011 IBM Corporation14

Technology framework for cross-channel, interactive marketing

14

Operations

Awareness Decisioning Execution

Decide on the

best message

or offer

to extend,

in any channel

Deliver

messages

and retain a

memory of

interactions

Facilitate cross-channel planning, design,

execution, and measurement

Identify

opportunities

and predict

marketing

outcomes

LISTENLISTEN DECIDEDECIDE SPEAKSPEAK

MANAGEMANAGE

© 2011 IBM Corporation15

Specific software capabilities within the framework

15

Operations

Awareness Decisioning Execution

Web & Digital Analytics

Event Detection

Predictive Analytics

Visual Exploration

Segmentation

Offer Management

Interaction History

Real-time, Behavioral Targeting

Contact Optimization

Email

Inbound Integration

Lead Routing & Monitoring

Distributed Marketing

Search/ Display Ad

Management

Plans & Budgets

People & Processes

Data & Assets

Measurement & Performance

© 2011 IBM Corporation16

Specific software capabilities within the framework

16

Operations

Awareness Decisioning Execution

Web & Digital Analytics

Event Detection

Predictive Analytics

Visual Exploration

Segmentation

Offer Management

Interaction History

Real-time, Behavioral Targeting

Contact Optimization

Email

Inbound Integration

Lead Routing & Monitoring

Distributed Marketing

Search/ Display Ad

Management

Plans & Budgets

People & Processes

Data & Assets

Measurement & Performance

© 2011 IBM Corporation171717

Make your customer feel like Jeff

17

© 2011 IBM Corporation18

Thank You

Joichi Ito, Director, MIT Media Lab

“Not about IQ, but about CQ (collective intelligence)”

© 2011 IBM Corporation1919