digital platform optimisation
TRANSCRIPT
IBMInteractiveExperience
experiencethe future today
Digital Plat-form Optimization
IBMInteractiveExperience
IBMInteractiveExperience
IBM + Adobe Value
Reinventing the Digital Experience Delivery Landscape
Adobe Marketing
Cloud
Cross-channel
campaignsData-driven marketing
Mobile engagement
Personalised experience
Globally Integrated Enterprises
Inherent Integration of Content, Commerce
and Insights
Adaptive and learning interactions
Refashioning Experience Design & Delivery
Refashioning Experience Design and Delivery
Cognitive Personalization with IBM Watson - Adaptive and Learning Interactions
Integration of Content, Commerce, Cognition & Insights
Global Integrated Enterprises
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INDUSTRYIMPERATIVES &CHALLENGES
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Common Digital Complexities Across the Industry:Digital execution is on a brand-by-brand basis – without charge to act on behalf of the broader enterprise
Customer Experience Challenges
Cost Effectiveness Challenges
Technology & Operations Challenges
Insight & Optimization
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Siloed development of customer experiences leads to fragmentation, poor scalability, divergent messaging, and a reputational liability
Architecting a Rational Customer Experience
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Enterprises must harness this explosion of digital marketing activity in a consistent manner, on consistent platforms
The Shift to an Enterprise Digital Marketing Platform
Experience Platform
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Unified Content Management System Value Proposition & Benefits
Key customer chal-lenges
“We have multi-lingual websites in 50+ countries with no brand or marketing control. Each website is managed by the local market agency. Costs are spiraling”
“Our website is old and the cus-tomer experience is poor. We know we can do better and want to ex-ceed our customers expectations”
“We want to re-platform but are unsure which CMS we should choose and is best for our busi-ness”
“We have/are considering buying Commerce and want to be able to deliver beautiful and seamless cus-tomer and transaction experiences to our customers”
Value Proposition of unified CMS Global scale Deep integration of content, commerce, cognition and insight Adaptive and learning interactions World class application development, systems integration and industry
expertise across IBM Multi Channel aligned targeted and personalized marketing, sales
and service communications
Expected Benefits of unified CMS Reduced TCO for Digital Platforms/Operational cost savings Consistent global brand experience Speed to change Personalized experiences
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Globally Integrated Enterprises: A strong parent identity across brands
will support this growth.
Individual brands will need to generate more content tailored to local markets.
Delivering on Cost Reductions: Programs focused on reducing
costs everywhere will exert pressure on digital marketing, but needn’t reduce output.
Industry Pressures: Trend toward consolidating
marketing power at the master brand level to counteract
Need for an efficient digital customer platform across the enterprise
Need to shift marketing investment emphasis to
messaging and content vs. design/build
Master brands are investing in customer experience strategies
that drive brand engagement and loyalty, and subsequent demand
for product
Global organizations are amplifying marketing activity, furthering the impact of current state challenges
Why Are Clients Acting Now on Website Consolidation
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CASESTUDY
IBM iX’s experience with CMS
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The Castrol ExperienceA digital transformation
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Niamh McArdleLeader for Financial SectorIBM Global Business Services
[email protected]+353 1 881 3702