cognitive, cross-channel & customer- centric€¦ · watson marketing the new era of marketing...

Cognitive, Cross-Channel & Customer-Centric:

5 Ideas to Impact Your Marketing Approach Antonia Edmunds Watson Marketing: Go to Market Leader - AP [email protected]

mailto:[email protected]

© 2016 IBM

Marketing in the cognitive era

Producing More Popular Pro Athletes

Use Watson Personality Insights to analyze the athletes’ social posts & video interviews.

Watson was used in workshops to provide recommendations about style, attitude, and form that improved connecting fans with the brand

Help Red Bull athletes understand & improve their brand expression

Opportunity Approach Results

© 2016 IBM

We need to embrace the data that helps us understand and serve our customers better

Structured and active Unstructured and dark

Data that’s coming Data outside your firewall Data you possess + +

© 2016 IBM

Watson Marketing

© 2016 IBM

Understand. Reason. Learn. Interact.

© 2016 IBM

© 2016 IBM

Watson Marketing The new era of marketing begins now

Identify best offers and content at scale to improve personalized experiences.

Understand individual customer behaviors so you can create the ideal combination of interactions that drive conversion and build loyalty.

Campaign Automation

Marketing Insights

Real-time personalization

Power to mid-course correct campaigns based on changing customer response or redefined business goals.

© 2016 IBM

of consumers say the marketing messages they receive are relevant

22%

of consumers feel the average retailer understands them

21%

It’s time

for a change

© 2016 IBM

© 2016 IBM

of marketers feel they have the tools to provide exceptional experiences

88%

of marketers agree that growth depends on personalization

30%

© 2016 IBM

Deeper

Understanding,

Better

Experience

© 2016 IBM

© 2016 IBM

Idea #1

Delivering a connected customer

experience becomes increasingly

critical for companies.

© 2016 IBM

Feelings,

preferences and

attitudes change

quickly

© 2016 IBM

Show me

you know

me!

© 2016 IBM

of marketers say they contextually

understand their customers, but

only 38% of customers agree with

that statement. 80%

Connect the

(systems,

processes and

people) dots

© 2016 IBM

© 2016 IBM

Delivering a

more personal

experience…

At

the

right

time

© 2016 IBM

Results in increased interaction for

your brand

© 2016 IBM

Where do I start?

Look at your customers’ journeys and how they

interact with your brand during their lifecycle

Identify the key areas in the journey where

improvements can be made

Identify the data you need to create a better

customer experience at these points – and how

to get it

© 2016 IBM

Idea #2

Social media

should be a

growing part of

your list growth

strategy

© 2016 IBM

© 2016 IBM

Social-powered look-alike models

are an win/win proposition for you

the marketer

© 2016 IBM

Where do I start?

Identify what your ideal customer looks like

Identify the action we want the new customer to

take (eg download of an app, take a test drive,

attend event, register for your loyalty card)

Create compelling offer that meets target

audience and your objective

© 2016 IBM

Idea #3

Retargeting efforts

must be more

sophisticated and

relevant.

We’ve all had

ads follow us

around the

Internet

© 2016 IBM

© 2016 IBM

What if you

could deliver

smarter ads?

© 2016 IBM

© 2016 IBM

Example:

Football Kit

The old display

advertising

model

© 2016 IBM

© 2016 IBM

Revisit your

lifecycle

campaigns

© 2016 IBM

Where do I start?

Identify areas of opportunity to further

personalize your ads and identify what

data is needed

Review your offer strategy beyond “buy

this”

Idea #4

Loyalty

programs

expand across

channels and

touch points.

© 2016 IBM

© 2016 IBM

The future: Pull in behaviors

from across systems and

devices to inform custom offers

and communications across

channels

The past: Driven by purchases

only and limited by data silos

© 2016 IBM

Where do I start?

Identify what makes your customers

loyal, and how can you tap into that,

beyond just discounts

Look at how you might extend your

loyalty initiatives across channels to

provide a superior experience

© 2016 IBM

Agility among applications enables you to:

Collaborate on designing customer journeys

Analyse journeys across channels

Gain a contextual view of customers

© 2016 IBM

Where do I start?

Start a culture of collaboration between teams and

departments to build a better buyer journey

Review the data you have with the data you need,

and identify what systems you need to connect to

help enhance the buyer journey

Identify key integrations that would help get you the

data you can act on

© 2016 IBM

CONCLUSION

Your customers are plugged in 24 hours

a day, 7 days a week across a variety of

channels and devices.

© 2016 IBM

In 2017, challenge yourself and

your team to get more collaborative

and innovative:

Greater agility Better data Sharper tools Increased personalization

Watson Marketing makes it

easier to design meaningful

customer experiences across

applications, devices and time,

accelerating today’s results and

tomorrow’s ambitions.

Lead

Management Customer

Analytics Real Time

Personalization

Omni Channel

Marketing

Digital

Marketing

© 2016 IBM

Thank You

cognitive, cross-channel & customer- centric€¦ · watson marketing the new era of marketing...

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