The Future of Content is Cognitive

Steve MelloVP Strategy & Offering

Management, IBM

Bryan EisenbergCMO, IdealSpot

Customer Experiences matter most!

© 2016 IBM1, Walker 2. CIO Workshop 3. Thunderhead

Customer experience will overtake price and product as the

key brand differentiator by

20201

$3 ROIfor every $1 invested

in Customer Experience2

25% of Customers

will go to a competitor after one

bad experience3

Today, $0.56 of every dollar spent in a store is influenced by a digital interaction.

82% of smartphone users turn to their phones inside the stores when making purchase decisions.

Customers demand digital interactions...

© 2016 IBM

Digital Influence

Mobile Influence

2013 2016

1.4 T

0.2 T5%

37%

2013 2016

2.1 T

0.3 T14%

56%

Navigating Digital Divide Report - Deloitte

...Great content is critical, but there's a gap

87% of B2B marketers say they struggle to produce content that truly engages their buyers1

62% of B2C marketers say their organization is ineffective at content marketing2

Top needs from a content marketing perspective: Audience Identification & Targeting (67%); Analytics (67%);

Creation (60%); Distribution (53%); Curation & Aggregation (48%)3

© 2016 IBM1. Forrester Benchmark Your B2B Content Marketing Strategy And Maturity 2. CMI 3. Altimeter

Content is the soul of digital experience

Customer journeys are no longer on one linear path.

© 2016 IBM

Words inform… Images inspire… Videos immerse…

A new generation of content management tools

© 2016 IBM

From To

Bryan Eisenberg

Co-founder and CMO of IdealSpot

© 2016 IBM

The Future of Content is Cognitive

Steve MelloVP Strategy & Offering

Management, IBM

Bryan EisenbergCMO, IdealSpot

© 2016 IBM

Let us show you

David Strachan

Principal Offering ManagerIBM Digital Experience

AnnouncingIBM Digital Content Hub

Content as a Service,with Watson.

© 2016 IBM

Understandyour content

Reason and recommend

Learn your business

Interact via natural language

Can your content management system…

© 2016 IBM