1. © 2013 IBM Corporation
Marketing needs to change to be successful:
Put your customer in the centre!
Stefan Pfeiffer | Marketing Lead Social Business Europa
April 2013

2. The Time of SPAM is over

3. © 2013 IBM Corporation
The Time of (Marketing) SPAM is over ...
3

4. © 2013 IBM Corporation
The Death of Mass Marketing ....
We are used ...
● to send Direct Mail
● to send E-Mail
● to let prospects
being called by
TeleAgents
● and meanwhile to
spread our Marketing
Messages through
Social Media
4

5. © 2013 IBM Corporation
... in the Age of OptOut and Unsubscribe
Customers are bored by non
personalized, non-valuable Marketing
Messages and SPAM
Customers tend to opt out of mailing
lists and newsletters because of no
value
Data Privacy Regulations get more and
more rigid - from Email to Calling

6. © 2013 IBM Corporation
IBM CMO Study: Ready for Digital Marketing Era?

7. 7
50%
71%
68%
65%
63%
59%
57%
56%
56%
56%
55%
54%
50%
The vast majority of CMOs are underprepared to manage the impact
of key changes in the marketing arena
Underpreparedness
Percent of CMOs reporting underpreparedness
Data explosion
Social media
Growth of channel and device choices
Shifting consumer demographics
Financial constraints
Decreasing brand loyalty
Growth market opportunities
ROI accountability
Customer collaboration and influence
Privacy considerations
Regulatory considerations
Source: Q8 How prepared are you to manage the impact of the top 5 market factors that will have the most impact on your marketing organization over the next 3 to 5 years?
n=149 to 1141 (n = number of respondents who selected the factor as important)
Global outsourcing
Corporate transparency 47%

8. © 2013 IBM Corporation
From Markets, Segments, Targeting to Marketing to Individuals
Segmentation and Targeting remain important, but personalized, value-driven
Marketing to Individuals becomes more and more important

9. 9
The Customer in the Centre ...
... and provide value to him
Offline
interactions
Web site activity
Web ads
Mass media
data
Call
center
Email
Social

10. © 2013 IBM Corporation
The Time of your Web Site as
a nice Shop Windows is over ...
Todays Web Presence needs to be
● in Responsive Design
● ... and therefore Mobile-ready
● Social enabled ...
● ... making it easy to share
● Interactive
● ... allowing easy communication
● and of course “personal”
● ... not only personalized
10

11. Rich Content ContextSocial CommunitiesMobile Analytics
Achieving Exceptional Customer Web Experiences

12. 12
Compelling, current content
Seamlessly integrated experience
Take a spin through Wimbledon.com - an engaging online
experience that integrates rich media and analytics...
Fresh and dynamic
content to capture
fan interest
Integrated real
time match
analysis tool

13. 13Inline editing & management for rich media
Integrated Social content in context
...with dynamic content, social and mobile
Seamlessly insert
rich media into
web content
Diverse blog
content
including live
coverage
microblogging
5261 FB fans of
website!
Few clicks - publish to
social channels
Integrated content
across social
channels

14. © 2013 IBM Corporation
Not only Responsive Design is a must ...
... overall Responsiveness
is a No-Brainer
 Click-to-Call
 Click-to-chat
 Social (Media) Interaction
 Community Integration
14

15. © 2013 IBM Corporation
Most Customers have already made their decision, when they talk
to Sales ...
“Today 80% of B2B purchase cycles are completed before the buyer considers
contacting the vendor and, even then, they are loath to do so. Sales may feel their role is
to sell the product, but ... research consistently shows that buyers prioritize relationships
and trust over product and price.
Over the last decade, buyers have unprecedented access to independent reviews,
peers, analyst and independent sources of information. As a result, sales no longer
chaperones buyers through their purchasing process, but buyers instead go through a
self-directed process the vendor can enable. Buyers are contacting sales to establish a
relationship, test their chemistry and see if they can trust the vendor.
Want to align marketing and sales? Align them both with the customer.”
via Sales and Marketing Alignment Begins with the Customer – Forbes.
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16. © 2013 IBM Corporation

17. © 2013 IBM Corporation
Word of mouth is not the Megaphone approach

18. © 2013 IBM Corporation
The Power of Earned Media ...
18

19. The Social Media revolution is changing the way people interact
and creates new relationships
Blogger
Twitter
Vimeo
Delicious
Pinterest
Flickr
Picassa
MySpace
RSS
Wordpress
Facebook

20. Social builds on individuals ... not on Social SPAM
Offical Company Channels versus personal voices
Canned Tweets versus personaluízed messages
Social SPAM versus Dialogue

21. Don't forget ...
It is a Transparency Machine
... and it is the Web 2.0..

22. © 2013 IBM Corporation
Listen ...
Social Media Monitoring is
a MUST for each Company!

23. © 2013 IBM Corporation
Combine attitudinal and survey-
based data with social media
sentiment to anticipate and target
new segments
Know the viral breadth of
integrated print and Web
2.0 campaigns on customer
retention and acquisition
Gain real-time intelligence and
cross-channel reporting and
benchmark capabilities of social
marketing campaigns
Synchronize marketing
processes to create a closed
loop and global view of the
customer
Strengthening brand preference
and loyalty by targeting the right
influencers and messages
Predict consumer sentiment
through social channels to
segment customer behavior and
optimize campaign ROI
Embed predictive capabilities
and propensity models to drive
personalized campaigns and
micro-targeting
Customer
Analytics provide deep insight and real-time intelligence to help
companies improve the customer experience

24. 24
Social everywhere - Communities everywhere

25. 25
The Power of Communities: Self Service à la developerWorks
Select the right products
Build 21st century skills
Get help during development
Share knowledge with others

Improve product development

Reach new audiences

Accelerate time-to-market

Increase productivity

Drive innovation

Build constituency
“developerWorks offers extensive
technical content across the board;
through articles, tutorials, forums,
and blogs – including most
importantly a lot of non-IBM
bloggers, ... podcasts... I can go to
developerWorks and find answers
[and] talk to my peers.”
“I am trying to return what
the Lotus Forums gave me
when I started, almost 5
years ago.”
Sebastian Fratini
“I use developerWorks as a
platform to interact with a
professional audience, improve
GoMidjets products, and form
valuable connections that jump-
started my company.”
Tamir Gefen, GoMidjets, Israel
“Our developerWorks participation
has … provided us with new leads
in new markets, and increased
overall usage of VPN- Cubed in
the IBM Cloud.”
Ryan Koop, Cohesive FT, USA
“developerWorks...is perhaps the
largest and most effective customer
community we've seen.”
Josh Bernoff, Senior VP, Forrester,
co-author of the best selling book
Groundswell
developerWorks contributes
to over $100 million in support
savings for IBM annually
through its use of forums,
groups, articles, and blogs
Members Partners IBM
Don Best, Executive VP, AMI-
Partners
*
* https://www.ibm.com/developerworks/mydeveloperworks/blogs/scott/entry/forrester_s_josh_bernoff_on_empowering_business?lang=en
** https://www.ibm.com/developerworks/mydeveloperworks/blogs/scott/entry/ami_partners_talks_social_media_marketing_awards?lang=en_us
**

26. © 2012 IBM Corporation
The Power of Communities: Product Development
The Example Connections Next+++

27. ReThink your Marketing!

28. © 2013 IBM Corporation
Why working with IBM?
IBM has a unique of portfolio supporting Marketing Professionals and Digital
Agencies to reach their customers:
● Commerce
– Defining eCommerce, broad offering
● Marketing Automation
– Intelligent Multitouch Campaign Management
● Marketing Analytics
– From Social to Web Analytics
● Web Experience
– The worlwide leading Portal Solution (Gartner) incl. Web Content Management
● Mobile Capabilities
– Providing responsive Design and Apps Development
● Social Business
– Since 4 years in the row leading in Social Software (IDC)
28

29. Stefan Pfeiffer
Marketing Lead Social
Business Europe
IBM Deutschland GmbH
Wilhelm Fay Str. 30-34
65936 Frankfurt
Tel +49-7034-643-1233
Stefan.Pfeiffer@de.ibm.com
Twitter: DigitalNaiv
Blog: http://digitalnaiv.com
Vielen Dank!

30. © 2013 IBM Corporation
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