© 2011 ibm corporation benefits of the interactive marketing how smarter marketing will boost your...
TRANSCRIPT
![Page 1: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/1.jpg)
© 2011 IBM Corporation
Benefits of the Interactive MarketingHow smarter Marketing will boost your sales
Ruben Bru, Director CEE/MEA, EMM
![Page 2: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/2.jpg)
© 2011 IBM CorporationIBM Confidential
To power the success of every marketing organization with innovative technology solutions
Our Mission
Meeting the needs of:– Cross-channel marketers– Online marketers– Marketing services
The recognized leader in marketing software solutions
Product Leadership
Over 2,500 organizations worldwide Tens of thousands of total users Extensive service offerings Local Czech partners
Customer and Partner Success
IBM’s Enterprise Marketing Management solutions offers proven web and customer analytics, event detection, cross-channel campaign management, interaction management,
online optimization, email marketing , and marketing resource management.
What We Do
![Page 3: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/3.jpg)
© 2011 IBM CorporationIBM Confidential
Table of Contents
1. Trends in Marketing, CMO study results
2. Interactive Marketing by IBM
3. Benefits illustrated by Customer Stories
Slide 3
![Page 4: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/4.jpg)
© 2011 IBM CorporationIBM Confidential
Business’s challenges…and opportunities
Channels explode…
Network of pages Network of people
The Internet evolves…
The consumer is in control…
The rate of change accelerates…
Marketing’s role must evolve…
Years to reach 50M users:
TV
13 Yrs
Internet
4 Yrs
3 Yrs
Tablet
2 Yrs
![Page 5: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/5.jpg)
© 2011 IBM CorporationIBM Confidential
2011 – IBM CMO Study
1700+ CMO
64 countries
19 sectors
![Page 6: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/6.jpg)
© 2011 IBM CorporationIBM Confidential
CMOs admit they are not prepared
6
“From Stretched to Strengthened; Insights from the Global Chief Marketing Study”
www.ibm.com/cmostudy
![Page 7: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/7.jpg)
© 2011 IBM CorporationIBM Confidential
Specific challenges reflect growing complexity
7
“From Stretched to Strengthened; Insights from the Global Chief Marketing Study”
www.ibm.com/cmostudy
![Page 8: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/8.jpg)
© 2011 IBM CorporationIBM Confidential
Specific challenges reflect growing complexity
8
“From Stretched to Strengthened; Insights from the Global Chief Marketing Study”
www.ibm.com/cmostudy
![Page 9: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/9.jpg)
© 2011 IBM CorporationIBM Confidential
Table of Contents
1. Trends in Marketing, CMO study results
2. Interactive Marketing by IBM
3. Benefits illustrated by Customer Stories
Slide 9
![Page 10: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/10.jpg)
© 2011 IBM CorporationIBM Confidential
How your customers and prospects behave
10
CUSTOMERS & PROSPECTS
Online
Mobile
Call center
Stores
Kiosk, ATM, etc.
Point of sale
Postal mail
some more
like this!
![Page 11: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/11.jpg)
© 2011 IBM CorporationIBM Confidential
What your customers and prospects expect
11
CUSTOMERS & PROSPECTS
Online
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
![Page 12: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/12.jpg)
© 2011 IBM CorporationIBM Confidential
What your customers and prospects actually experience
12
CUSTOMERS & PROSPECTS
Online
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
![Page 13: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/13.jpg)
© 2011 IBM CorporationIBM Confidential
IBM calls what your customers and prospects expect:
13
Engaging each customer and prospect in a cross-channel dialog that builds upon their past and current behavior
![Page 14: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/14.jpg)
© 2011 IBM CorporationIBM Confidential
Listening, understanding, and speaking over time
Prospect
Acquisition
Changing Needs
Win-Back
Retention
Retained Loyal
Inte
ract
ion
s
Brand Activities
Activation
On-Boarding
Cross-sell
Re-boarding
Customer Recovery
Customer Dialog Framework
Segmentation
Up-sell
Search Campaigns
Customer Experience
14
![Page 15: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/15.jpg)
© 2011 IBM CorporationIBM Confidential
How can technology help?
15
Cross-channel, interactive marketing is like a good conversation.
Marketers need to:
LISTEN AND UNDERSTAND
DECIDE WHAT TO SAY NEXT
(only then) SPEAK
This is hard to do without help from technology!
…and repeat this over and over again across thousands or millions of customer relationships.
![Page 16: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/16.jpg)
© 2011 IBM CorporationIBM Confidential
Technology framework for cross-channel, interactive marketing
16
LISTEN AND UNDERSTAND
DECIDE WHAT TO SAY NEXT
(only then) SPEAK
LISTEN
DECIDE
SPEAK
MANAGE
![Page 17: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/17.jpg)
© 2011 IBM CorporationIBM Confidential
Technology framework for cross-channel, interactive marketing
17
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
LISTEN DECIDE SPEAK
MANAGE
![Page 18: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/18.jpg)
© 2011 IBM CorporationIBM Confidential
Specific software capabilities within the framework
18
Operations
Awareness Decisioning ExecutionWeb & Digital
Analytics
Event Detection
Predictive Analytics
Visual Exploration
Segmentation
Offer Management
Interaction History
Real-time, Behavioral Targeting
Contact Optimization
Inbound Integration
Lead Routing & Monitoring
Distributed Marketing
Search/ Display Ad
Management
Plans & Budgets
People & Processes
Data & Assets
Measurement & Performance
![Page 19: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/19.jpg)
© 2011 IBM CorporationIBM Confidential
Technology framework for cross-channel, interactive marketing
19
LISTEN AND UNDERSTAND
DECIDE WHAT TO SAY NEXT
(only then) SPEAK
LISTEN
DECIDE
SPEAK
MANAGE
![Page 20: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/20.jpg)
© 2011 IBM CorporationIBM Confidential
Technology framework for cross-channel, interactive marketing
20
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
LISTEN DECIDE SPEAK
MANAGE
![Page 21: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/21.jpg)
© 2011 IBM CorporationIBM Confidential
Operations
Awareness Decisioning Execution
All Processes of Marketing Organizations:Inbound & Outbound & Online & Offline
Web & Digital Analytics
Event Detection
Predictive Analytics
Visual Exploration
Segmentation
Offer Management
Interaction History
Real-time, Behavioral Targeting
Contact Optimization
Inbound Integration
Lead Routing & Monitoring
Distributed Marketing
Search/ Display Ad
Management
Plans & Budgets
People & Processes
Data & Assets
Measurement & Performance
![Page 22: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/22.jpg)
© 2011 IBM CorporationIBM Confidential
22
10 Year Market Leader
![Page 23: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/23.jpg)
© 2011 IBM CorporationIBM Confidential
New market leader in Web Analytics
Slide 23
![Page 24: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/24.jpg)
© 2011 IBM CorporationIBM Confidential
Table of Contents
1. Trends in Marketing, CMO study results
2. Interactive Marketing by IBM
3. Benefits illustrated by Customer Stories
Slide 24
![Page 25: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/25.jpg)
© 2011 IBM CorporationIBM Confidential
More than 2500 Organizations Worldwide Depend on IBM’s EMM Solutions
FinancialTravel /
HospitalityTelecom Retail / Catalog
Healthcare &
InsuranceB2B / High Tech
![Page 26: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/26.jpg)
© 2011 IBM CorporationIBM Confidential
Typical business results reported by EMM users
26
Increased response rates10-50% increase is typical
Higher campaign ROI15-30% increase is typical
Improved customer value, loyalty & retention5-15% increase is typical
Lower customer acquisition costs25%-75% reduction is typical
Reduced marketing costs20-40% reduction is typical
Reduced cycle time for marketing efforts40%-80% reduction is typical
More campaigns with the same resources2-5x increase is typical
Other business metricsrevenue, profit, others vary by industry (assets under management, ARPU, #products owned, etc.)
More effective marketing: More efficient marketing:
Higher online marketing ROI15x-25x increase is typical
Increased order value15-20% increase is typical
![Page 27: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/27.jpg)
© 2011 IBM CorporationIBM Confidential
Leading Financial Institutions Rely on IBM EMM Portfolio of Banking Customers
27
![Page 28: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/28.jpg)
© 2011 IBM CorporationIBM Confidential
Unica is the Proven Solution for Telecommunications Companies
Netherlands
UK
Germany
Spain
Ireland
New Zealand
UK Poland
France
Switzerland
Belgium
Germany
UK
SlovakiaIreland
![Page 29: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/29.jpg)
© 2011 IBM CorporationIBM Confidential
Strong Portfolio of Retail CustomersMore than 150 and Growing
29
![Page 30: © 2011 IBM Corporation Benefits of the Interactive Marketing How smarter Marketing will boost your sales Ruben Bru, Director CEE/MEA, EMM](https://reader035.vdocument.in/reader035/viewer/2022062516/56649dc75503460f94abc6ac/html5/thumbnails/30.jpg)
© 2011 IBM CorporationIBM Confidential30
So don’t miss the train, call us!