Despoina StefanoudakiSenior Manager

Professional Services, IMC

5 Trends to Fuel Your Marketing Success

22%of consumers say the average retailer understands them

IBM and Econsultancy - 2015IBM Marketing Cloud

IBM and Econsultancy - 2015

81%of companies say they have or are close to having a holistic view of their customers

The Great Customer Experience Divide

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%the marketing messages from companies are “usually relevant”

21IBM and Econsultancy - 2015

Source: Ipsos OTX/Google Holiday Shopping Intentions Survey Wave 1: (Q11). In which of the following ways do

you think you’ll approach your Holiday shopping?

44% Research online and purchase online

51% Research online prior to store visit

32%Research online, visit store to view product, then return online to purchase

17% Visit store first, then purchase online

It’s time for a change

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Deeper Understanding, Better Experience

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Look-alike modeling transforms the role of social in list growth

TREND #1

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Meet the next big acquisition source: SocialIBM Marketing Cloud

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Example: Children’s Clothing Brand

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Your business currently looks something like this:

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Social-powered look-alike models are an win/win proposition for you the marketer

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Retargeting reaches unprecedented levels of cross-channel sophistication.

TREND #2

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We’ve all had ads follow us around the Internet

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What does this mean for brands? Brands will continue to invest more in

paid social media so their ads are seen.

By 2017, 1 in every 5 dollars to social ads

Brands will seek social tools to help them get the most out of every ad dollar.

What if you could deliver smarter ads?

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Example: Football gear

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The old display advertising model

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Social media and automation will combine in new ways to improve the customer journey

TREND #3

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Social will continue to be intertwined with people’s lives

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Social media advertising offers a huge opportunity

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Connect the (data) dots

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Deliver a more personal experience

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Example: A prospect browses a product on your website but doesn’t complete a purchase

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Video moves to center stage in the marketing mix

TREND #4

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Why now is the time for video:

Internet speed/mobile

data plans

Social/mobile viewing sites

Simpler video production

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60%YouTube video viewing hours

are up 60 percent over

2014

1/2Facebook video grew 94 percent from 2013

to 2014 with 50 percent of U.S. Facebook users

watching at least one video a day

Mobile accounts for

more than half of all YouTube

video views- YouTube -Statistics

- YouTube - Statistics

- Facebook

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Video engagement can drive revenue too

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Loyalty programs expand across channels and touch points.

TREND #5

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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

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Find new ways to add value

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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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In 2016, challenge yourself andyour team to get more collaborative and innovative:

Greater agility Better data Sharper tools Increased personalization

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Thank You

Despoina StefanoudakiSenior Manager, IBM Marketing Cloud