3ª conferência - apdsiapdsi.pt/uploads/news/id830/08 - laura guzman - ibm.pdf · 2018. 3. 11. ·...

29 de setembro de 2014

Auditório da BMAG

3ª Conferência

Internet, Negócio e Redes Sociais

Confiança e Compromisso nos Canais Digitais

Patrocinadores Globais APDSI

Apoio

© 2014 IBM Corporation

Laura Guzmán Linares

Software Industry Solutions Leader

IBM Portugal

Digital reinvention: Preparing for a very different tomorrow

© 2014 IBM Corporation 2

Top Marketing challenges organizations are facing

42% of marketers say

acquiring customers

36% of marketers say

retaining customers

and improving

loyalty/satisfaction

*SOURCE: The State of Marketing 2013: IBM’s Global Survey of Marketers, IBM Center for Applied Insights


Re-imagine our role as Marketers

Timeless 2012 2014

Know the customer Understand each

customer as an individual

Know each customer

in context

Define what to market and

how to market

Create a system of

engagement that

maximizes value creation

at every touch

Innovate and scale

personally relevant and

rewarding experiences

Protect the brand promise Design culture and brand

so they are authentically

one

Co-create authentic brand

experiences with

customers, employees, and

partners


Today’s consumer

71% of smartphone users

compare prices in stores

58% are more price-conscious today

than they were a year ago

84% of millenials say social content has an

influence on what they buy 70%

5.9B mobile phone subscribers

across the globe in 2013

92% of consumers research

online before a purchase

of a B2B purchase

decision is made

is made before a

rep is contacted

*SOURCES: IBM Institute for Business Value; IBM 2012 Holiday

Benchmark Reports; ChiefMarketer.com


Um exemplo real...


IBM has led the way in helping clients make the shift to continuous customer engagement, with many milestones along the way


Usability issues greatly impact the online experience

Only 51% of sites complied with simple web usability principles.

-Forrester study of 20 major sites

85% of visitors abandon a new site due to poor design. -cPulse

62% of web shoppers gave up looking for the item they wanted to buy online.

-Zona study

50% of web sales are lost because visitors can’t easily find content.

-Gartner Group

Source: http://www.usabilitynet.org/management/c_cost.htm


Replay – Mobile Web (HTML & HTML5)


Session Search – Selecting Event

22


Session Search – Selecting Event from Event Selector

23


Session Search – Entering ‘Please enter at least 3 digits’ in Response Text search

24


Search Results – View Results for ‘Reservation Struggle’ ’3 Attempts’ ‘at least 3 digits’

25


Where are customers clicking?

Source: http://www.usabilitynet.org/management/c_cost.htm


"It's as if my team had a blindfold over their eyes. With Tealeaf, the blindfold went away” Air Canada

3ª conferência - apdsiapdsi.pt/uploads/news/id830/08 - laura guzman - ibm.pdf · 2018. 3. 11. ·...

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