1. Smarter Marketing
in a Smarter World
RONALD VELTEN
Director Marketing, Communications & Citizenship
IBM Benelux

2. 60 MINUTES PRESENTATION
IBM SMARTER PLANET & MARKETING CHALLENGES 2015
2 © 2011 IBM Corporation

3. 60 MINUTES DIALOGUE
IBM SMARTER PLANET & MARKETING CHALLENGES 2015
3 © 2011 IBM Corporation

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7. There are 1Bn transistors per human
…… each costing 1/10 millionth
of a cent.
© 2011 IBM Corporation

8. In 2005 there were 1.3Bn. RFID tags
in circulation…. Today there are
more then 30Bn.!
© 2011 IBM Corporation

9. There were more than 5 billion
mobile phone subscriptions
worldwide by the end of 2010
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10. Mobile Internet users reached
450 million in 2009, expected to
more than double by 2013
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11. Twitter generates about 200 GB
of production data every
25 minutes !
© 2011 IBM Corporation

12. We create 2.5 quintillion bytes of data
everyday, so much that 90% of the data in
the world today has been created in the
last two years alone
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13. An estimated 2 billion people are on the web … and a trillion
connected objects – cars, appliances, cameras, roadways,
pipelines – comprising the "Internet of Things."
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14. The physical world and
the digital world are converging
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15. + +
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16. INSTRUMENTED .....
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17. ...... INTERCONNECTED ……
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18. …… INTELLIGENT..…
15 petabytes 1 petaflop 1 square kilometer
Every day, 15 petabytes Scientists are working to New analytics enable high-resolution
of new information are being prevent influenza pandemics by weather forecasts for areas as fine as
generated. This is 8x more modeling the viruses with a 1 to 2 square kilometers.
than the information in all supercomputer that can operate at
U.S. libraries. one petaflop, or one quadrillion
operations per second.
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19. ….. REALLY INTELLIGENT …..
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21. ….. IMAGINE …..
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22. ….. THINK…..
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30. Visions of a Smarter City
A “mission control” for infrastructure A showcase for urban planning concepts
A totally “wired” city A self-sufficient, sustainable eco-city
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40. From Stretched to Strengthened
Getting Fit for the Future
© 2011 IBM Corporation

41. Key findings from the
Global Chief Marketing
Officer Study
RONALD VELTEN
Director Marketing, Communications & Citizenship
IBM Benelux

42. Overall Benelux CMOs feel more prepared then their global
peers, but admit to be seriously underprepared in three distinctive
areas
71%+ 69% 69%
Data Social Customer
Explosion Media Alignment
© 2011 IBM Corporation

43. The interviewed CMOs discovered three key domains of improvement
Deliver value to Capture value,
empowered measure results
customers
Foster lasting
connections
43 © 2011 IBM Corporation

44. Delivering Value
to Empowered Customers
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45. “With more communication
technologies, more
channels, how do we stop
SHOUTING
and start a conversation with
our customers?”
CMO
Telecommunications,
Belgium
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47. In Benelux we seem to be more focused on understanding markets
and campaigns rather than individuals to shape our strategies
Market Research 84%
Competitive Benchmarking 86%
Campaign Analysis 79%
Consumer Reviews 44%
Blogs 35%
3rd Party Reviews 53%
© 2011 IBM Corporation

48. Benelux CMOs plan to increase social media and mobile utilization
more, but plan to invest less in client listening technologies
87% 85% 56%
Social Mobile Reputation
Media Applications Management
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49. “The old business model is not embracing the
generation of screen agers. Our strategy is set,
but agility & skills are lacking to keep
execution in line with the pace of the market”
CMO, Electronics, Netherlands
50 © 2011 IBM Corporation

50. Real Results
 15x better ROI on targeted ads vs untargeted
 5x higher click through rates on targeted banners
 5 full time employees repurposed to other programs
 23% higher email open rate
 68% higher click-through rate:
 67% lower opt-out;
 271% higher sales-per-send ratio
51 © 2011 IBM Corporation

51. Foster Lasting Connections
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52. “Customer Collaboration and Influence are the top market factors
CUSTOMER IS NOT KING, HE IS DICTATOR"
CMO, Telecommunications, Belgium
53 © 2011 IBM Corporation

53. Benelux CMOs give higher priority to social media, with focus on
governance rather than ROI
Enhance customer loyalty/advocacy 63%
Deploy tablet/mobile apps 56%
Use social media to engage customers 63%
Use customer management software 46%
Monitor the brand via social media 54%
Measure ROI of digital technologies 37%
Analyze online/offline transactions 51%
Develop social media policies 54%
Monetize social media 27%
Increase supply chain visibility 19%
© 2011 IBM Corporation
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54. Benelux CMOs seem to use customer data more than their global
peers, but remain highly transactional focused
Segmentation/targeting 81%
Awareness/education 55%
Interest/desire 44%
Action/buy 64% Missed
opportunity
Use/enjoy 48%
Bond/advocate 38%
Transaction focused Relationship focused
© 2011 IBM Corporation
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55. “Everybody is the brand.
Our internal employees need to transform to ambassadors”
CMO, Retail Netherlands © 2011 IBM Corporation

56. In Benelux the corporate character is less understood and significant
work on internal branding needs to be done
Is your corporate character understood in the marketplace?
29%
say no or limited
44%
say understood and
understanding of (strong) contributor to
corporate character brand success
29% 27% 31% 13%
0%
Not understood Strong contributor to the brand’s success
© 2011 IBM Corporation

57. In Benelux the corporate character is less understood and significant
work on internal branding needs to be done
Is your corporate character understood in the marketplace?
29%
say no or limited
44%
say understood and
understanding of (strong) contributor to
corporate character brand success
29% 27% 31% 13%
0%
Not understood Strong contributor to the brand’s success
Is much more work needed to get employees on board?
55% 25%
say significant or much say no or very
work needed limited work needed
25% 30% 21% 18% 7%
Significant work needed No work needed
© 2011 IBM Corporation

58. Capture Value, Measure Results
© 2011 IBM Corporation

59. By 2015, ROI will be the leading measure of success
Marketing ROI 63%
Customer experience 58%
Conversion rate/new customers 48%
Overall sales 45%
Marketing-influenced sales 42%
Revenue per customer 42%
Social media metrics 38%
61 © 2011 IBM Corporation

60. Benelux CMOs believe Net Promoter Score will be the number one
method for determining success by 2015
Marketing ROI 53%
Customer experience 61%
Conversion rate/new customers 51%
Overall sales 40%
Marketing-influenced sales 33%
Revenue per customer 42%
Social media metrics 30%
Net Promoter Score 63%
62 © 2011 IBM Corporation

61. To truly deliver marketing ROI, CMOs need to have significant
influence across all four Ps, not just promotion
Promotion 80%
Products 56%
Place 44%
Price 44%
63 © 2011 IBM Corporation

62. Benelux CMOs indicate more influence on all 4 Ps - customer
insights should be disseminated throughout the organization
Promotion 84%
Products 66%
Place 53%
Price 51%
64 © 2011 IBM Corporation

63. From Stretched to Strengthened
Getting Fit for the Future
© 2011 IBM Corporation

64. Moving from Stretched to Strengthened
Deliver value to
empowered customers
66 © 2011 IBM Corporation

65. Moving from Stretched to Strengthened
Deliver value to Foster lasting
empowered customers connections
© 2011 IBM Corporation

66. Moving from Stretched to Strengthened
Deliver value to Foster lasting Capture value,
empowered customers connections measure results
68 © 2011 IBM Corporation

67. Moving from Stretched to Strengthened
Deliver value to Foster lasting Capture value,
empowered customers connections measure results
 Stimulate customer  Use analytics to improve
relationships and offer tangible decision making and
 Focus on customers as incentives accountability
individuals
 Engage throughout the  Increase technical and financial
 Reveal preferences and trends customer lifecycle know-how
hidden in data
 Define a unique enterprise  Grow digital expertise with new
 Secure customer data and identity partners
update privacy policies
 Engage the C-suite to solidify  Enhance personal
corporate character financial, technical and digital
savviness
69 © 2011 IBM Corporation

68. Moving from Stretched to Strengthened
Deliver value to Foster lasting Capture value,
empowered customers connections measure results
 Stimulate customer  Use analytics to improve
relationships and offer tangible decision making and
 Focus on customers as incentives accountability
individuals
 Engage throughout the  Increase technical and financial
 Reveal preferences and trends customer lifecycle know-how
hidden in data
 Define a unique enterprise  Grow digital expertise with new
 Secure customer data and identity partners
update privacy policies
 Engage the C-suite to solidify  Enhance personal
corporate character financial, technical and digital
savviness
70 © 2011 IBM Corporation

69. Moving from Stretched to Strengthened
Deliver value to Foster lasting Capture value,
empowered customers connections measure results
 Stimulate customer  Use analytics to improve
relationships and offer tangible decision making and
 Focus on customers as incentives accountability
individuals
 Engage throughout the  Increase technical and financial
 Reveal preferences and trends customer lifecycle know-how
hidden in data
START TODAY IN MAKING CHANGES
 Define a unique enterprise  Grow digital expertise with new
 Secure customer data and identity partners
update privacy policies
 Engage the C-suite to solidify  Enhance personal
corporate character financial, technical and digital
savviness
71 © 2011 IBM Corporation

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