digital marketing live! 2014 - ibm - niels goossen - robert-jan pannekoek - round table

© 2014 IBM Corporation

Digital Marketing Live!Roundtable IBM

© 2014 IBM Corporation2

How to choose technology for an integrated marketing approach?


What do you need? Now and in the future…


For your organisation, for your customers?


Based on IBM’s CMO- study

1.734 CMO’s

19 industries

64 countries


How well do you know your customer?

who are your customers, what moves them, how an through which channels do they interact with our brand and organization, how would

they like to be served?


IBM CMO-study:

Biggest concern among CMO’s: ability to deal with data explosion– sort, relevance, amount, speed. Use information efficiently and effectively


Growth of channels and devices?

digital-centric/always-on customer, 2nd & 3rd screens, responsive & adaptive design, usage of apps, influence of social media


IBM CMO-study:

new devices (smartphones, tablets, wearables) and applications demand systems that are agile and smart enough to deal with

them.


Added value of social media?

does it add value, customer service, ROI, insights, predictive analysis, customer journey, do you really want to manage it?


IBM CMO-study:

Communication in the social media space is fundamentally different. Tools and channels demand a new approach. Impact on the customer journey –awareness, conversion, service, advocacy.


Key Take-aways

Deliver value to empowered customer

Capture value, measure results

Foster lasting connections


The future is now…