Presentation given at the FutureCommerce2011 conference in the Bridgewater Hall, Manchester on July 12th 2011. Conf organised by How Do in conjunction with Manchester Evening News

1. Future Commerce and
Multichannel Digital Marketing
Pete Jakob
IBM Brand Manager, UK & Ireland
© 2011 IBM Corporation

2. The web has moved from a network of content to a
network of people who shape how your brand is perceived.
I have 10,000 I received a
followers and can compelling
convince them all competitive offer and
that your product is am about to defect
terrible
I always post I expect your
positive reviews promotions to be
when I’m satisfied relevant to me –
with products and not for things I
service never buy
© 2011 IBM Corporation

3. The marketing profession is changing…
“Traditional” Marketing Transformational Marketing
“Offline” Online & Offline
Single channel Multi-channel; 24/7
Silo’ed Coordinated & deliberate
Mass media blasts Personalized 1:1 dialogue
Company Brand Customers contribute to brand
Selling Anticipating & servicing
Intuition driven Data driven
Static Agile, dynamic
Product-Centric Customer experience-centric
Reactive Predictive
One-way Interactive
3
© 2011 IBM Corporation

4. An integrated marketing approach is required
Integrated Marketing Solution
Consistent, Compelling Brand
& Customer Experience
Optimized Cross-Channel
Marketing Processes
Deep Customer Insight
© 2011 IBM Corporation

5. There are 9 Layers to Modern Digital Marketing
Constituency & Planning
Listening
Social Engagement
Integrated Marketing Solution
Search
Consistent, Compelling
Brand & Customer
Experience Content
Optimized Cross-Channel
Marketing Processes Paid Media
Deep Customer Insight Mobile/Emerging Media
E-Nurture
Analytics
© 2011 IBM Corporation

6. Dashboards provide insight at multiple levels
Constituency & Planning
Listening
Social Engagement
Search
Content
Paid Media
Mobile/Emerging Media
E-Nurture
© 2011 IBM Corporation
Analytics

7. Listening: IBM Watson
Constituency & Planning
Listening
Social Engagement
Search
Content
Paid Media
Mobile/Emerging Media
E-Nurture
Play Video
© 2011 IBM Corporation
Analytics

8. IBM Watson: Question/Answer System vs Natural Language
Watson Passes the Test:
We chose: Instead of:
Outside-in marketing aligns our marketing “Natural Language” “Question/Answer System”
organization around the language of our
prospects and customers 27,000 1,300
organic searches/month organic searches/month
Segmentation: Listening: Brief: Creative: Publish: Paid media
Develop Target Keyword Research Include Keywords Include keywords In channels supplements
Audience (Search and Social) frequented by the organic to amplify
target audience the share of voice
for organic media
1 2 3 4 5 6
Consistent and early
keyword research
Constituency & Planning
Keyword research for
Listening initial Watson site found
that traffic for “natural
Social Engagement language” already exists
which went into copy for
Search ads, video, and site.
Content Initial selection of
“question/answering
Paid Media system” proved to have
little traffic organically.
Mobile/Emerging Media
E-Nurture
© 2011 IBM Corporation
Analytics

9. Content: A Video Being Used In 10 Ways
Constituency & Planning
Listening
Social Engagement
Search
Content
Paid Media
Mobile/Emerging Media
E-Nurture
© 2011 IBM Corporation
Analytics

10. Automated eNurture – New quality leads from existing content
Touch 1 Industry Video Touch 3 Assessment
Touch 2
POV Tool
Touch 1 Touch 2 Touch 3
IBM Cam paign Tactic Nam e Em ails
Nam e
Em ails Em ail Unique Open Rate Unique Click Thru
Sent Received View s Clicks Rate
100DA - N/A 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%
Cam paign Total 1,347 1,324 335 25% 135 40%
Constituency & Planning
Listening
Social Engagement
Search 2x Open Rate and 3.5x Click Thru rate compared with standard emails
Content
Paid Media
100 eNurtures in place across programmes
Mobile/Emerging Media
E-Nurture
Analytics © 2011 IBM Corporation

11. Web: Personalising the Experience with Experts
© 2011 IBM Corporation

12. Wimbledon 2011: Web and Mobile
Constituency & Planning
Listening
Social Engagement
Search
Content
Paid Media
Mobile/Emerging Media
E-Nurture
© 2011 IBM Corporation
Analytics

13. Wimbledon 2011: Integrated Digital Campaign around data and analytics
On-Court Branding
Twitter Channels
IBM PointStream
IBM SecondSight
IBM Wimbledon
iPhone App
Constituency & Planning
Listening
Social Engagement IBM Seer
Search
Content
Digital OOH
Paid Media
Mobile/Emerging Media
E-Nurture
© 2011 IBM Corporation
Analytics

14. Multichannel Digital Marketing Tips
• “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
© 2011 IBM Corporation

15. Where do you start?
Enhance online and Automate specific Build customer
social experience marketing processes intelligence
• Improve the effectiveness • Build and nurture high- • Increase customer
of Web channels quality sales leads to understanding
increase revenue
• Increase customer • Improve sales
satisfaction • Limit time spend on low- effectiveness
value opportunities
© 2011 IBM Corporation

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