Presentation från IBM Smarter Business 2011. Spår: Driv affärsintegration och optimering. How can you be relevant to each an every customer and prospect and respond to their needs in today's multi-channel world? We explore how leading brands across Europe are delivering this highly personalised experience to drive revenues, profits and greater customer experience Andrew has experience in advising clients across a wide number of industries including retail, telecoms, financial services and travel and leisure. Talare: Andrew Jackson-Proes, IBM Enterprise Marketing Subject Matter Expert, N. Europe. Mer information på www.smarterbusiness.se

1. Interactive Marketing Being relevant to your customers and prospects Andrew Jackson-Proes IBM Enterprise Marketing Management Northern Europe © 2011 IBM Corporation

2. The State of Marketing in 1911 IBM Confidential

3. The Landscape Today 940 million subscriptions to 3G services 5.3 billion mobile subscriptions WW 47% of the time they are influenced by what is read 63% research via social networking Consumer reviews are 12x more trusted than descriptions from mfg 83% of holiday shoppers influenced by reviews 1.96 billion people are online today and this number is estimated to reach 2.2 billion by 2013 28.7% of the world is online Global mobile commerce sales expected to reach $163 billion by 2015 U.S. mobile commerce reaches $3.4 billion 500 million active, 175 million daily users A ‘Facebook Like’ from a friend carries the same weight as 100 positive reviews from strangers

5. Requires A New Approach – Smarter Commerce Market Buy Service Sell Customer Insight Strategy Engagement Buy Drives intelligent, adaptive and optimized extended supply chains based on demand Service Anticipates behavior and delivers flawless customer service across all channels Sell Enables customers and partners to buy what they want, when and where Market Creates personalized and relevant offers with unified cross-channel marketing

6. Smarter Marketing

8. What’s Required? LISTEN AND UNDERSTAND DECIDE WHAT TO SAY NEXT (only then) SPEAK LISTEN DECIDE SPEAK MANAGE

9. Technology framework for interactive marketing Decide on the best message or offer to extend, in any channel Deliver messages and retain a memory of interactions Facilitate cross-channel planning, design, execution, and measurement Identify opportunities and predict marketing outcomes Operations Awareness Decisioning Execution Web Call Centre Email Mail Mobile Store Kiosk Customer Data Transaction Data Web Behaviour Data

15. Andrew Jackson-Proes Enterprise Marketing Management IBM Software Group Mobile: +44 7825 260004 [email_address]

16. Thank You! © 2011 IBM Corporation