multichannel digital marketing

© 2011 IBM Corporation

Future Commerce and Multichannel Digital Marketing

Pete JakobIBM Brand Manager, UK & Ireland

IBM


I have 10,000 followers and can convince them all

that your product is

terrible

I received a compelling

competitive offer and

am about to defect

I always post positive reviews

when I’m satisfied

with products and

service

I expect your promotions to be

relevant to me –

not for things I

never buy

The web has moved from a network of content to a network of people who shape how your brand is perceived.

© 2011 IBM Corporation3

Intuition driven

“Offline”

Single channel

Mass media blasts

Selling

Static

Silo’ed

Company Brand

Product-Centric

Reactive

One-way

Data driven

Online & Offline

Multi-channel; 24/7

Personalized 1:1 dialogue

Anticipating & servicing

Agile, dynamic

Coordinated & deliberate

Customers contribute to brand

Customer experience-centric

Predictive

Interactive

The marketing profession is changing…

“Traditional” Marketing Transformational Marketing


An integrated marketing approach is required

Deep Customer Insight

Consistent, Compelling Brand & Customer Experience

Optimized Cross-Channel Marketing Processes

Integrated Marketing Solution


There are 9 Layers to Modern Digital Marketing

Analytics

Constituency & Planning

Listening

Social Engagement

Search

Content

Paid Media

Mobile/Emerging Media

E-Nurture

Deep Customer Insight

Consistent, Compelling Brand & Customer

Experience

Optimized Cross-Channel Marketing Processes

Integrated Marketing Solution


Dashboards provide insight at multiple levels


Listening

Social Engagement

Search

Content

Paid Media


E-Nurture

Analytics


Listening: IBM Watson

Play Video


Listening

Social Engagement

Search

Content

Paid Media


E-Nurture

Analytics


Outside-in marketing aligns our marketing

organization around the language of our

prospects and customers

2 3 41

Listening:

Keyword Research

(Search and Social)

Brief:

Include Keywords

Creative:

Include keywords

Segmentation:

Develop Target

Audience

5

Publish:

In channels

frequented by the target audience

6

Paid media

supplements

organic to amplify

the share of voice for organic media

Consistent and early keyword research

Keyword research for initial Watson site found that traffic for “natural language” already exists which went into copy for ads, video, and site.

Initial selection of “question/answering system” proved to have little traffic organically.

We chose:“Natural Language”

27,000 organic searches/month

Instead of:“Question/Answer System”

1,300 organic searches/month

Watson Passes the Test:

IBM Watson: Question/Answer System vs Natural Language


Listening

Social Engagement

Search

Content

Paid Media


E-Nurture

Analytics


Content: A Video Being Used In 10 Ways


Listening

Social Engagement

Search

Content

Paid Media


E-Nurture

Analytics


Automated eNurture – New quality leads from existing content

2x Open Rate and 3.5x Click Thru rate compared with standard emails

100 eNurtures in place across programmes

Touch 1 Touch 3Touch 2

IBM Campaign

Name

Tactic Name

Emails

Sent

Email

Received

Unique

Views

Open Rate Unique

Clicks

Click Thru

Rate

100DA06E - CEO Study eNurture campaign - email 1 451 443 140 32% 68 49%



1,347 1,324 335 25% 135 40%

Emails

100DA - N/A

Campaign Total

Industry POV

Video Assessment Tool

Touch 2Touch 3Touch 1


Listening

Social Engagement

Search

Paid Media


E-Nurture

Analytics

Content


Web: Personalising the Experience with Experts


Wimbledon 2011: Web and Mobile


Listening

Social Engagement

Search

Content

Paid Media


E-Nurture

Analytics


Wimbledon 2011: Integrated Digital Campaign around data and analytics

IBM SecondSight


Listening

Social Engagement

Search

Content

Paid Media


E-Nurture

Analytics

IBM PointStream

IBM Seer

IBM WimbledoniPhone App

Twitter Channels

On-Court Branding

Digital OOH


• “Outside-In”• Listen & Deliver experiences based on constituents’ needs as reflected in

their behavior – search terms, navigation paths, social participation, etc.

• Humanise the experience – technology is only a part of the answer

• Integrate• Within your organisation

• Across your marketing channels

• Across your marketing messages

• Online with Offline

• Continually Evolve

Multichannel Digital Marketing Tips


Where do you start?

Automate specific

marketing processes

• Build and nurture high-

quality sales leads to

increase revenue

• Limit time spend on low-

value opportunities

Enhance online and social experience

• Improve the effectiveness

of Web channels

• Increase customer

satisfaction

Build customer intelligence

• Increase customer

understanding

• Improve sales

effectiveness

multichannel digital marketing

Business

ibm corporation analytics

marketing channels

marketing profession

marketing messages

integrated marketing

integrated digital campaign

experience technology

network of content