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Three Imperatives of our Changing Function
1. 4th STRATEGIC MARKETING AND BRANDING FORUM
Gearing for Growth; Three Imperatives of a
changing function
RONALD VELTEN
Director of Marketing &
Communication, IBM Benelux
25. IBM research: understanding marketing trends, challenges and best
practices
IBM CMO Study
• Surveyed 1734 CMOs WW - largest CMO survey ever
• Identifying trends and challenges
• Indepth face-to-face interview
• See www.ibm.com/cmostudy
IBM Holiday Readiness Report IBMs marketing solutions are used by the leading retailers
world wide, providing a wealth of data on consumer
behavior
Frequent reports and benchmarks on consumer trends
See ibm.com
IBM State of Marketing 2012
Survey 370 marketing executives
Compared high performing organization to the rest
Identifying best practices – how to become a high
performing organization
See ibm.com
36. The timeless responsibilities of our profession
As marketers we have always been responsible
for knowing the customer.
As marketers we have always been responsible
for defining what to market, and how to market.
As marketers we have always protected
the brand promise.
37. The imperatives for a renewed function
Understanding each customer as
an individual.
Marketers have always been responsible
As marketers we have always been responsible
for defining what to market, and how to market.
for defining what to market, and how to market.
As marketers we have protected the
Marketers have alwaysalways protected
brand promise.
the brand promise.
39. The imperatives for a renewed function
Understanding each customer as
an individual.
Creating a system of engagement that
maximizes value creation at every touch.
As marketers we have protected the
Marketers have alwaysalways protected
brand promise.
the brand promise.
40. 65%
Only a third
Less than 1 in 5
Leverage online data to
Of respondents are doing the Use this data in targeting one-
basics by reporting and to-one offers or messages in
make one-to-one offers in
analyzing their online visitor digital channels.
traditional channels.
data.
Reporting & 68%
High performing analyzing it
Syndicating display
56%
companies leverage advertising
Targeting 1:1 offers or
38%
28%
their online data messages in
traditional channels
21%
12%
Top Performers
Rest of Population
in other channels
Don’t use the data in any
of these ways
11%
16%
41. The imperatives for a renewed function
Understanding each customer as
an individual.
Creating a system of engagement that
maximizes value creation at every touch.
Designing your culture and brand so
they are authentically one.