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Similaire à The State of Marketing 2013, IBM’s Global Survey of Marketers - Overview
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The State of Marketing 2013, IBM’s Global Survey of Marketers - Overview
- 1. The State of Marketing 2013, IBM’s Global Survey of Marketers – A Synopsis © 2013 IBM Corporation A survey completed by IBM’s Center for Applied Insight and the Enterprise Marketing Management Group.
- 2. Smarter Marketing In the US, $83B is lost each year in poor customer experiences 1 Marketers must re-examine how to … © 2012 IBM Corporation2 © 2013 IBM Corporation Evaluate & prioritize channels Understand & engage customers Create a consistent customer experience Optimize marketing performance 1. 2010-11 Research Study by Datamonitor/Ovum Coordinate & deliver across the enterprise
- 3. Smarter Marketing To learn more, we surveyed more than 500 marketing professionals worldwide, across © 2012 IBM Corporation3 © 2013 IBM Corporation marketing professionals worldwide, across more than fifteen industries, and found that...
- 4. Smarter Marketing Customer management and customer experience informed by and delivered through technology were top challenges Figure: Top Three Marketing Challenges Q. What are the top marketing challenges your organizations faces? Please select three factors. © 2012 IBM Corporation4 © 2013 IBM Corporation Base: All Marketers (n=512)
- 5. Smarter Marketing But there is a group of marketers who are doing better than others and belong to companies that financially outperform … 3-yr Gross Profit Growth 3-yr Net Income Growth 3-yr Stock Price Growth 3.4x © 2012 IBM Corporation5 © 2013 IBM Corporation 1.8x 2.4x
- 6. Smarter Marketing And we define leading marketers by their influence of the customer experience and use of marketing technologies 20%Currently do it across some or all channels channel optimizationtechnologies Leading Marketers Leaders proactively influencing the customer experience across channels and using marketing 20% © 2012 IBM Corporation6 © 2013 IBM Corporation 80% Not a proactive leader in owning CE across channels Currently do not do it Adoptionofcross-channel optimizationtechnologies Ownership of the Customer Experience A proactive leader in owning CE across channels and using marketing technologies. All Others Trail the leaders in either adoption of technology or influence of the customer experience, or both. 80%
- 7. Smarter Marketing The impact across marketing’s 4Ps – especially in areas beyond promotion – is profound … 4P’s Effectiveness Q. And how effective do you think your marketing organization is performing in these areas of responsibility? % of 4/5 ratings on a scale of 1 to 5, where 1 means “not effective at all” and 5 means “very effective.” 35% difference © 2012 IBM Corporation7 © 2013 IBM Corporation Base: Leading Marketers (n=102), All Other Marketers (n=410) 19% difference 31% difference 34% difference
- 8. Smarter Marketing So how do these leading marketers differ from their peers? Others Leaders Difference Knows Customer Context and Integrates Accordingly Adjusts real-time offers based on context 2.6x Uses optimization tech. across all channels 5.6x Integrates inbound/outbound and online/offline 1.4x Conducts root causal analysis of customer insights 2.1x 8% 15% 45% 39% 68% 92% 33% 68% © 2012 IBM Corporation8 © 2013 IBM Corporation Acts on Insights - Systematically of customer insights 2.1x Applies advanced analytics to determine media spend 2.2x Detects transaction struggles and takes action 2.2x Takes a Broader View of the Customer Experience Tracks commitments from svc interactions 1.9x Identifies/remedies execution gaps in brand promise 1.4x Tracks customer lifetime value 2x 33% 68% 31% 69% 27% 60% 39% 75% 58% 80% 16% 32%