© 2011 IBM Corporation
Future Commerce and Multichannel Digital Marketing
Pete JakobIBM Brand Manager, UK & Ireland
IBM
© 2011 IBM Corporation
I have 10,000 followers and can convince them all
that your product is
terrible
I received a compelling
competitive offer and
am about to defect
I always post positive reviews
when I’m satisfied
with products and
service
I expect your promotions to be
relevant to me –
not for things I
never buy
The web has moved from a network of content to a network of people who shape how your brand is perceived.
© 2011 IBM Corporation3
Intuition driven
“Offline”
Single channel
Mass media blasts
Selling
Static
Silo’ed
Company Brand
Product-Centric
Reactive
One-way
Data driven
Online & Offline
Multi-channel; 24/7
Personalized 1:1 dialogue
Anticipating & servicing
Agile, dynamic
Coordinated & deliberate
Customers contribute to brand
Customer experience-centric
Predictive
Interactive
The marketing profession is changing…
“Traditional” Marketing Transformational Marketing
© 2011 IBM Corporation
An integrated marketing approach is required
Deep Customer Insight
Consistent, Compelling Brand & Customer Experience
Optimized Cross-Channel Marketing Processes
Integrated Marketing Solution
© 2011 IBM Corporation
There are 9 Layers to Modern Digital Marketing
Analytics
Constituency & Planning
Listening
Social Engagement
Search
Content
Paid Media
Mobile/Emerging Media
E-Nurture
Deep Customer Insight
Consistent, Compelling Brand & Customer
Experience
Optimized Cross-Channel Marketing Processes
Integrated Marketing Solution
© 2011 IBM Corporation
Dashboards provide insight at multiple levels
Constituency & Planning
Listening
Social Engagement
Search
Content
Paid Media
Mobile/Emerging Media
E-Nurture
Analytics
© 2011 IBM Corporation
Listening: IBM Watson
Play Video
Constituency & Planning
Listening
Social Engagement
Search
Content
Paid Media
Mobile/Emerging Media
E-Nurture
Analytics
© 2011 IBM Corporation
Outside-in marketing aligns our marketing
organization around the language of our
prospects and customers
2 3 41
Listening:
Keyword Research
(Search and Social)
Brief:
Include Keywords
Creative:
Include keywords
Segmentation:
Develop Target
Audience
5
Publish:
In channels
frequented by the target audience
6
Paid media
supplements
organic to amplify
the share of voice for organic media
Consistent and early keyword research
Keyword research for initial Watson site found that traffic for “natural language” already exists which went into copy for ads, video, and site.
Initial selection of “question/answering system” proved to have little traffic organically.
We chose:“Natural Language”
27,000 organic searches/month
Instead of:“Question/Answer System”
1,300 organic searches/month
Watson Passes the Test:
IBM Watson: Question/Answer System vs Natural Language
Constituency & Planning
Listening
Social Engagement
Search
Content
Paid Media
Mobile/Emerging Media
E-Nurture
Analytics
© 2011 IBM Corporation
Content: A Video Being Used In 10 Ways
Constituency & Planning
Listening
Social Engagement
Search
Content
Paid Media
Mobile/Emerging Media
E-Nurture
Analytics
© 2011 IBM Corporation
Automated eNurture – New quality leads from existing content
2x Open Rate and 3.5x Click Thru rate compared with standard emails
100 eNurtures in place across programmes
Touch 1 Touch 3Touch 2
IBM Campaign
Name
Tactic Name
Emails
Sent
Received
Unique
Views
Open Rate Unique
Clicks
Click Thru
Rate
100DA06E - CEO Study eNurture campaign - email 1 451 443 140 32% 68 49%
100DA07E - CEO Study eNurture campaign - email 2 468 458 101 22% 38 38%
100DA08E - CEO Study eNurture campaign - email 3 428 423 94 22% 29 31%
1,347 1,324 335 25% 135 40%
Emails
100DA - N/A
Campaign Total
Industry POV
Video Assessment Tool
Touch 2Touch 3Touch 1
Constituency & Planning
Listening
Social Engagement
Search
Paid Media
Mobile/Emerging Media
E-Nurture
Analytics
Content
© 2011 IBM Corporation
Web: Personalising the Experience with Experts
© 2011 IBM Corporation
Wimbledon 2011: Web and Mobile
Constituency & Planning
Listening
Social Engagement
Search
Content
Paid Media
Mobile/Emerging Media
E-Nurture
Analytics
© 2011 IBM Corporation
Wimbledon 2011: Integrated Digital Campaign around data and analytics
IBM SecondSight
Constituency & Planning
Listening
Social Engagement
Search
Content
Paid Media
Mobile/Emerging Media
E-Nurture
Analytics
IBM PointStream
IBM Seer
IBM WimbledoniPhone App
Twitter Channels
On-Court Branding
Digital OOH
© 2011 IBM Corporation
• “Outside-In”• Listen & Deliver experiences based on constituents’ needs as reflected in
their behavior – search terms, navigation paths, social participation, etc.
• Humanise the experience – technology is only a part of the answer
• Integrate• Within your organisation
• Across your marketing channels
• Across your marketing messages
• Online with Offline
• Continually Evolve
Multichannel Digital Marketing Tips
© 2011 IBM Corporation
Where do you start?
Automate specific
marketing processes
• Build and nurture high-
quality sales leads to
increase revenue
• Limit time spend on low-
value opportunities
Enhance online and social experience
• Improve the effectiveness
of Web channels
• Increase customer
satisfaction
Build customer intelligence
• Increase customer
understanding
• Improve sales
effectiveness
© 2011 IBM Corporation
© 2011 IBM Corporation
© 2011 IBM Corporation
© 2011 IBM Corporation