Presentation from an IBM Business Analytics seminar, held the 22th of november 2012 at IBM Client Center Nordic. Description: Customers can now shop around the world and learn more about the companies they do business with, than ever before. At the same time, customers can share their views with hundreds of thousands, if not millions, of other customers. The expectations from consumers, citizens and business customers are soaring, and these groups have now power to promote or destroy a brand in a very short time. After we interviewed 1,734 marketing managers in 19 industries and from 64 countries, it is clear that each company must respond to new realities if it is to succeed. Louise Blichert-Toft, Director Marketing and communications, IBM Danmark

1. Louise Blichert-Toft, Marketing & Kommunikationsdirektør
20 november 2012
Marketing & Kommunikation i 2012
© 2012 IBM Corporation

2. For første gang udpeges teknologi som den vigtigste
forandringsfaktor
Globalt
2004 2006 2008 2010 2012 CEO Study: 1700 CEOs på
verdensplan, 64 lande, 18 sektorer,
1 1 1 1 1 Technology factors (71%)
70 nordiske CEO´s
2 2 2 2 2 People skills (69%)
3 3 3 3 3 Market factors (68%)
4 4 4 4 4 Macro-economic factors
5 5 5 5 5 Regulatory concerns
6 6 6 6 6 Globalization
7 7 7 7 7 Socio-economic factors
North America Australia / New Zealand
8 8 8 8 8 Environmental issues Growth Markets
Western Europe
Japan
9 9 9 9 9 Geopolitical factors
2 © 2012 IBM Corporation

3. Ny æra – nye datakilder, eksploderende volumer af data
1.3 Billion RFID tags in 2005
30 Billion RFID tags in 4.6 Billion mobile
phones worldwide
2010
2 Billion Internet users in 2011 Google processes
By 2013, annual internet traffic > 24 Petabytes of data
will reach 667 Exabytes in a single day
Facebook processes Twitter processes
10 Terabytes of data every 7 Terabytes of data every day
day 250,000,000 tweets
Large Hadron Collider at CERN
For every session, NY Stock
generates 40 Terabytes
Exchange captures 1 Terabyte
of data / sec of trade information
3 © 2012 IBM Corporation

4. 4 © 2012 IBM Corporation

5. En stor andel af CMOs føler sig dårligt forberedt til at
imødekomme forandringerne
50% Global Nordic
Data explosion 71% 88%
Social media 68% 88%
Growth of channel and device choices 65% 79%
Shifting consumer demographics 63% 75%
Financial constraints 59% 60%
Decreasing brand loyalty 57% 60%
Emerging market opportunities 56% 71%
ROI accountability 56% 75%
Customer collaboration and influence 56% 70%
Privacy considerations 55%
Global outsourcing 54%
Regulatory considerations 50% 67%
Corporate transparency 47% 44%
Source: Q8 How prepared are you to manage the impact of the top 5 market factors that will have the most impact on your marketing organization over the next 3 to 5 years?
Global sample n=149 to 1141, Nordic sample n=3 to 32 (n = number of respondents who selected the factor as important) *n < 5 respondents
5 © 2012 IBM Corporation

6. CMO’ere er enige om tre indsatsområder, hvor der især skal
forbedringer til
Deliver value to
empowered Capture value,
customers measure results
Foster lasting
connections
“The most important thing is to understand that marketing is not a separate
function but very close to the sales. And the most important challenge is to secure
that the customer experience is similar in each phase of the client engagement”
Consulting & systems integration CMO, Finland
6 © 2012 IBM Corporation

7. Hvor foregår dialogen med kunderne?
80%
GLOBALT
67%
57%
55%
47%
41% 40% 39%
I dag 38%
Om 3 til 5 år
31%
22% 22%
16% 15%
Direkte kontakt Sociale Websider Kanal Call Fokus- Traditionelle
medier partnere centre grupper medier
7 © 2012 IBM Corporation

8. 8 © 2012 IBM Corporation

9. 9 © 2012 IBM Corporation

10. Hvor foregår dialogen med kunderne?
Distributing or publishing content on social channels
Connecting experts and building relationships
Leading expert communities
Providing thought leadership on a particular topics
10 © 2012 IBM Corporation

11. Transformation af marketingfunktionen
• Har man en integreret tilgang til indsatsen: Det vil sige markedsføring +
ekstern kommunikation + intern kommunikation + branding og kan man
styre den?
• Har man en integreret tilgang på tværs af funktioner? Markedsføring,
salg, service? Og kan man enable andre funktioner til at spille med?
• Har man den nødvendige viden og de nødvendige kompetencer til sin
rådighed
• Vil man være en hand-maiden funktion (kopper & kuglepenne), eller tage
en business advisor rolle?
11 © 2012 IBM Corporation

12. 12 © 2012 IBM Corporation