The Big Change in Marketing:

Insights and 5 Ideas to Impact Your

Marketing Approach

Tim Oakhill IBM Worldwide Marketing SME

Information Knowledge Wisdom

CMO Segmentation There is a small group of leading innovators that financially outperform:

Torchbearer CMOs

25%

25%

6%

Peer level

Market

Followers

Leading

Innovators

25% 42% 33%

2% 4% 25%

*

Outperformers in revenue growth and profitability

Market perception of the enterprise

of CMOs are

Leading Innovators

of Leading Innovators

are Outperformers; thus

of the total CMO

population are

Torchbearer CMOs

Torchbearer CMOs*

* We refer to CMOs in enterprises that have been identified as Torchbearers as “Torchbearer CMOs”,

and to CMOs in enterprises that have been identified as Market Followers as “Market Follower CMOs”.

*

26%

The New vs the Old CMO

Focus of the

marketing organization

more

82%

65%

Market Follower CMOs

Torchbearer CMOs

All CMOs 2015 All CMOs 2013

18%

36%

47%

27%

more 74%

Market Follower CMOs

Torchbearer CMOs

Customer Journey

Mapping

Prepared for the Data

Explosion

Key Insights

©2016 IBM Corporation 6

Industry convergence will increase the number of

“Predators” and “Prey”.

Companies and brands will disappear and because

they don’t know how to reinvent themselves.

Marketing organizations can no longer “do it by

themselves”.

The position of CMO will be replaced by the CXO.

Customers will become “quasi employees”.

Learn to “let go” of decision making.

7

“In the

(Marketing)

Zone”

“In the

(Buying)

Zone”

Customers and

prospects

rarely find

themselves

in the zone

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

of marketers feel they have the tools to provide exceptional experiences

88%

of marketers agree that growth depends on personalization

30%

Deeper

Understanding,

Better

Experience

Information Knowledge Wisdom

Idea #1

Delivering a connected customer

experience becomes increasingly

critical for companies.

Feelings,

preferences and

attitudes change

quickly

Show me

you know

me!

of marketers saying they contextually understand their customers, but only 38% of customers agree with that statement. 80%

Delivering a

more personal

experience…

At

the

right

time

Results in increased interaction for

your brand

How could you

deliver a more

personal

experience?

Questions to Consider

What points in the customer journey could be

improved?

What data could I collect that would enable

me to create a better customer experience at

these points in the journey?

How could I go about collecting that data?

Idea #2

Social media

should be a

growing part of

your list growth

strategy

TREND #1

Meet the next

big acquisition

source: Social

The Power

of Look-alike

Models

Example:

Children’s

Clothing

Brand

Your business

currently looks

something

like this:

Social-powered look-alike models

are a win/win proposition for the

marketer

Social Engagement drives traffic

Questions to Consider

What does our ideal customer look like?

What action would we want potential new

customers to take (opt in to email program,

download app, etc.)?

What offer could we provide to entice these

potential contacts to take action?

Idea #3

Retargeting efforts

must be more

sophisticated and

relevant.

We’ve all had

ads follow us

around the

Internet

What if you

could deliver

smarter ads?

Example:

Soccer gear

The old display

advertising

model

Social media

advertising

offers a huge

opportunity

Questions to Consider

What untapped retargeting opportunities

would we like to advantage of?

What value can we provide beyond

“buy this”?

What rules logic could build to deliver

more personalized ads?

How can I take the campaigns I am running

today and make them more social?

Idea #4

Loyalty

programs

expand across

channels and

touch points.

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

Find new ways

to make it easy

and add value

Questions to Consider

What is one change we can implement to

drive increased loyalty and brand advocacy?

Beyond discounts, what rewards could

we provide to our high-value customers?

How might we extend our loyalty initiatives across

channels to provide a superior experience?

Idea #5: Solving

the mystery of the

marketing suite will

help you succeed.

Technology is

exciting …

and a little

overwhelming

Flexibility

is key

The

marketer

needs to

take

control

Questions to Consider

How can we better collaborate with other team

members and departments to build a better

buyer journey?

What systems would we ideally like to connect to

help enhance the buyer journey?

What integrations would we need to build out to

capture this data and act on it?

What data would make a difference if I could only

get access to it?

CONCLUSION

Your customers are plugged in 24 hours

a day, 7 days a week across a variety of

channels and devices.

of CxOs anticipate more digital interaction with customers by 2020, and 66 percent expect more focus on customers as individuals.2 80%

In 2016, challenge yourself and

your team to get more collaborative

and innovative:

Greater agility Better data Sharper tools Increased personalization

Giving marketers a new way to work

Agility: Innovate with easy click-to-connect integration of applications and customer data

Analytics: Visualize the customer journey across channels to convert insights into impact

Design: Collaborate, design and continually improve customer experiences and results.

IBM Marketing Cloud

Lead

Management Customer

Analytics Real Time

Personalization

Omni Channel

Marketing

Digital

Marketing

Thank You