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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
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