Cognitive, Cross-Channel & Customer-Centric:
5 Ideas to Impact Your Marketing Approach Antonia Edmunds Watson Marketing: Go to Market Leader - AP [email protected]
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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
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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 + +
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Watson Marketing
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Understand. Reason. Learn. Interact.
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© 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.
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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
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© 2016 IBM
of marketers feel they have the tools to provide exceptional experiences
88%
of marketers agree that growth depends on personalization
30%
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Deeper
Understanding,
Better
Experience
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© 2016 IBM
Idea #1
Delivering a connected customer
experience becomes increasingly
critical for companies.
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Feelings,
preferences and
attitudes change
quickly
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Show me
you know
me!
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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
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© 2016 IBM
Delivering a
more personal
experience…
At
the
right
time
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Results in increased interaction for
your brand
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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
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Idea #2
Social media
should be a
growing part of
your list growth
strategy
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© 2016 IBM
Social-powered look-alike models
are an win/win proposition for you
the marketer
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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
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Idea #3
Retargeting efforts
must be more
sophisticated and
relevant.
We’ve all had
ads follow us
around the
Internet
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© 2016 IBM
What if you
could deliver
smarter ads?
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© 2016 IBM
Example:
Football Kit
The old display
advertising
model
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© 2016 IBM
© 2016 IBM
Revisit your
lifecycle
campaigns
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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.
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© 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
Break the offer
status quo
mold
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© 2016 IBM
Find new ways
to make it easy
and add value
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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
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Idea #5: Solving
the mystery of the
marketing suite will
help you succeed.
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© 2016 IBM
Technology is
exciting …
and a little
overwhelming
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Flexibility
is key
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The
marketer
needs to
take
control
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Agility among applications enables you to:
Collaborate on designing customer journeys
Analyse journeys across channels
Gain a contextual view of customers
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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
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CONCLUSION
Your customers are plugged in 24 hours
a day, 7 days a week across a variety of
channels and devices.
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How you can you
create those
perfect moments in
each of their
journeys with you?
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In 2017, challenge yourself and
your team to get more collaborative
and innovative:
Greater agility Better data Sharper tools Increased personalization
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Are you ready
to raise your
game?
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
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Thank You