Digital Marketing Live! 2014 - IBM - Kirsten Haver
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Transcript of Digital Marketing Live! 2014 - IBM - Kirsten Haver
INNOVATE or DIEThe future of (digital) marketing @Digital Marketing Live
Mei 2014
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@Kirsten_HD
#whateverhashtagyouliketoday
#DML14
#CMO
#SmarterMarketing
#SmarterCommerce
#engagement
#digital
#personalization
#cloud
#change
#freezeduckormove
#bigdata
#marketing
#mobile
#social
#ibm
#millennials #customercentric
#personalization
#analytics
#DML14
#righttime#context
© Copyright IBM Corporation 2014 • All rights reserved
Share a few marketing perspectives from IBM (and myself)
Kirsten Haver Droeze, 30 of iets ouder, IBMer, doet iets met marketing, passie voor earned media, woont in Utrecht en werkt in Amsterdam, tennist, kleine ondernemer in grote organisatie, is sinds 2006 bij IBM, heeft communicatie gestudeerd, is social op een mobile manier.
© Copyright IBM Corporation 2014 • All rights reserved© 2013 IBM Corporation
We live in interesting times
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90%
32%Of customers expect personalization......
only
Source: IBM Institute for Business Value and Center for Applied Insights
And yet....there is a gap
......of the companies apply it
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Source: Question B4 What kind of digital strategy does your enterprise have?; n=2,869
Integrated digital-physical strategy
Limited digital strategy
No Digital strategy
31%
33% 36%
The next wave of innovation
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#ED
2014WE
This is our time: Stay still, duck or move
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8
Technology is changing the way we live our lives
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But technology is not making us less social
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Technology enables new ways of collaboration
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Opening new opportunities for partnerships and growth
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3 profound technology changes that impact our world
Data as the new basis for realizing competitive advantage.
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3 profound technology changes that impact our world
Data as the new basis for realizing competitive advantage.
Cloud demands, and enables newbusiness models.
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Data as the new basis for realizing competitive advantage.
Cloud demands, and enables newbusiness models.
Engagement the new world of empowered individuals.
3 profound technology changes that impact our world
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It does change the job and skill set we need as marketeers
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And will change how we organize ourselves
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Since (y)our client wants a different way to interact
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And is more demanding ….
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#ED
2014WE
Just imagine connecting with the next generation
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The digital centric customer
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But yet as marketers we are not capturing the opportunity
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#ED
2014WE
Stay still, duck or move
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Time for reinvention by leveraging technology disruptors
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#ED
2014WE
#1 Know your customer......in context
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#2 How to market: from real time to right time
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#ED
2014WE
#3 Be personal relevant and rewarding experiences
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#4 Co-create: establishing a win:win with the customer
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#ED
2014WE
#5 Continuously improving
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Understand Engage
Optimize
Break the silos and barriers
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DescriptionMobile solution for tracking cellular phones and pushing targeted offers to customers in-store or in close proximity
Data Flows
Customer Tracking
Offer Generation
POS & Inventory Management
1Get customer location
2Compare customer locationto store layout
3Trigger real-time personalized offer engine
3aGet customer data
3bCheck pricing data
3cCheck inventory
4 Make offer
5 Customer purchases
6 Update inventory
Database
Existing service
Security / theft
prevention
SMS /email
Pricing data
Customer data
Real-time granular view
of store layout
Business logic
Online / MobileSupply chainMerchandisingMarketing & promotions
Store
Customer data
Pricing data
Externalcustomer data
Third-party location
data
Inventory management
Promotions data
Warehouse data
Pricing guidelines
1
2
3
3b
3c
3b
5
4
5
6
6Self-
checkout
Real-time personalized offer engine
3a
3b
3a
3b
3c
App
New needs
Social mediadata
3a 1
7
7 Deactivate security / theft prevention
mPOS
POS
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Since we do not want to wake up tomorrow like….
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Legal Disclaimer
© IBM Corporation 2014. All Rights Reserved.
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