Скачать презентацию Marketing for IBM Collaboration Solutions — Marketing in Скачать презентацию Marketing for IBM Collaboration Solutions — Marketing in

ad931298eda97ab0a2676a0cf50cabf7.ppt

  • Количество слайдов: 23

Marketing for IBM Collaboration Solutions - Marketing in Today’s World Penny Hill, PMP | Marketing for IBM Collaboration Solutions - Marketing in Today’s World Penny Hill, PMP | Program Director, Social Business Marketing | IBM www. ibm. com

Agenda ● Yesterday and tomorrow ● Programmatic marketing ● Buyer’s Journey marketing ● Examples Agenda ● Yesterday and tomorrow ● Programmatic marketing ● Buyer’s Journey marketing ● Examples of today’s marketing Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia

The Cost of an “Ad” $4 35 $ 0 K 0 5 M. $1 The Cost of an “Ad” $4 35 $ 0 K 0 5 M. $1 20 $ 4 M 2. $ Source: Ad. Age http: //adage. com/article/news/costs-adprices-tv-mobile-billboards/297928/ Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia

The Power of Social #2 Shares 3 M shares, 5 M views on You. The Power of Social #2 Shares 3 M shares, 5 M views on You. Tube Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia

2016 Marketing Principle – New Way of Marketing FROM TO Product-focused Buyer-centric A short-term 2016 Marketing Principle – New Way of Marketing FROM TO Product-focused Buyer-centric A short-term focus on selling products and services. A long-term focus on helping buyers reach proficiency— the act of delivering superior outcomes in their professions and industries, enhanced by a deep understanding of our portfolio Push marketing Inbound, data-driven, digital engagement Marketing strategies that push products out to market based on our timing. Marketing strategies that drive buyers to contact us via digital and in-person engagements. Concentrated source of revenue Balanced mix of buyers Majority of our revenue derived from a few major clients with scarce new client acquisition. Revenue generated from a mix of buyer types: New Buyers, Cross-sell/Up-sell, Renew/Retain. Imprecise segmentation Buyer cohorts Segments primarily based on coverage models and go-to-market channels. Segments based on measurable, real-time buyer behavior. WW-driven campaigns A balanced-system across local markets A centralized, top down approach with a framework that delivers marketing to countries. One dynamic system that has global scale but also local tailoring—and builds deep expertise in Studios, GMCs and Agencies Pipeline Management Pipeline generation 20 – 40% of Marketing time analyzing pipeline gaps, root causes and sales support Build quality pipeline identifying new, cross-sell and retention opportunities; increase emphasis on marketing created opportunities in the digital channel WW-led and measured brand value Local, data-driven brand management Fragmented approaches to developing the IBM Brand Focused local-centric system to strengthen the IBM Brand Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia

Programmatic Marketing Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & Programmatic Marketing Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia

What is Programmatic Media Buying? • Programmatic is the automated, technology driven process of What is Programmatic Media Buying? • Programmatic is the automated, technology driven process of buying media through digital platforms (via DSPs) while leveraging human intelligence and input • across mobile, video, social platforms and standard display buys • 3 ways to buy via a DSP (Demand Side Platform) • Open Exchanges: access to billions of ad impressions from thousands of media vendors in a virtual auction with multiple advertisers bidding • Private Marketplace: access to inventory with select media vendors, bought as part of a small group of advertisers in an auction environment • Programmatic Direct: access to inventory with select media vendors, bought on agreed fixed rates Global programmatic is forecasted to triple to $33 Billion by 2017 Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia

The Anatomy of Programmatic It is a move from impression, to audience buying to The Anatomy of Programmatic It is a move from impression, to audience buying to an automated method of buying digital media where data & technology is leveraged in real-time, to make decisions on a per-impression basis about things such as: • Is this the right audience and environment for a particular ad/message? • What price should be paid for the media? • What creative/offer this individual should be shown? People provide higher level thinking; machines provide scale and automation Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia

PM 2: IBM’s Programmatic Approach PM 2 = Paid Media, Programmatic Marketplace – In PM 2: IBM’s Programmatic Approach PM 2 = Paid Media, Programmatic Marketplace – In real time and via paid media environments: • Leverage data to define and find likely target cohorts • Recognize individuals who fit those definitions • Deliver the most relevant content • Track End-to-End and Cross-Channel for future planning and activation Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia

Advantages of Programmatic Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th Advantages of Programmatic Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia

Programmatic: Tech Stack and Players Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March Programmatic: Tech Stack and Players Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia

How The Auction Model Works (RTB) Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 How The Auction Model Works (RTB) Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia

Types of Audience Data informs: – Decisioning - to bid or not to bid Types of Audience Data informs: – Decisioning - to bid or not to bid on an impression – $ amount to bid – What creative message to serve Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia

Examples of 3 rd Party Data Available • With 73% of all internet users Examples of 3 rd Party Data Available • With 73% of all internet users using a social network, they provide programmatic solutions to DSPs that allow for reach and access to large inventory pools – Facebook’s FBX is the largest player – Twitter is also programmatic and is highly mobile-focused Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia

Paid Media, Paid Search, Promotional Activity Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 Paid Media, Paid Search, Promotional Activity Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia

Buyer’s Journey Marketing Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th Buyer’s Journey Marketing Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia

Marketing Channels through the Journey Single buyers are extinct— target groups of buyers Engage Marketing Channels through the Journey Single buyers are extinct— target groups of buyers Engage early or lose—discovery stage is critical Can’t win with digital only— build dynamic channels § Multiple decision makers join forces on the buyer journey § Winning vendors engage buyers as they discover an investment need § In addition to F 2 F and Inside Sales, buyers value personalized digital engagement channels § Industry consultants and analysts are key influencers § Emerging technology trends convince buyers to invest § Industry solution purchases typically involve two or more funding sources 17 Meet. Share. Learn. Connect @Aus. LUG § Shifts in company strategy and changing market conditions also trigger investments #@Inform 2016 § Sales representatives help customers determine investment need § Marketing initiatives and sales engagement should be integrated to drive effective client conversations March 10 th & 11 th, Sydney, Australia

Buyer’s Journey Client Activities Client Activity Discover Learn • Looks for cost saving ideas Buyer’s Journey Client Activities Client Activity Discover Learn • Looks for cost saving ideas • Carries out ongoing evaluation of latest productivity-enhancing tools Client Activity Buy • Gets input from stakeholders and internal SMEs to gather info to scope out the problem • Looks for proof of concept • Requires justification to act and proceed with purchase • Talks to finance to get funding approval @Aus. LUG • Signs up for trial or no cost offering • Sets the strategy for making effective use of cloud technologies, for both Adapt • Looks for peer and client references Meet. Share. Learn. Connect Try • Needs information to ensure successful implementation and adoption • Needs to ensure his solution is up/running quickly to maximize ROI #@Inform 2016 Advocate • Agrees to become a client reference • Speaks at events • Becomes a champion/advocate within his company March 10 th & 11 th, Sydney, Australia

Buyer’s Journey – Tactics Discover Learn • A recent survey of IT professionals asked Buyer’s Journey – Tactics Discover Learn • A recent survey of IT professionals asked four key questions about their plans for collaboration and communication Tactics Buy Adapt • Promote case studies, ROI tools and announcement letters showcasing roadmap Meet. Share. Learn. Connect • Promote whitepapers, demos, analyst reports and case studies via relevant third party sites that the buyer frequents @Aus. LUG • Monitor solution Try • Promote Connections S 1 Trial • Develop webinars – live/ondemand that showcase our cloud options and migration path Advocate • Leverage IBM Champions • Develop customer reference #@Inform 2016 March 10 th & 11 th, Sydney, Australia

Buyer’s Journey - Offers er v n o sc r ea L Di e Buyer’s Journey - Offers er v n o sc r ea L Di e uy pt o B Meet. Share. Learn. Connect y Tr Ad @Aus. LUG #@Inform 2016 t ca vo Ad March 10 th & 11 th, Sydney, Australia

New User Community Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th New User Community Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia

The Power of Social #1 Shares 6 M shares, 22 M views on You. The Power of Social #1 Shares 6 M shares, 22 M views on You. Tube Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia

Thank you Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & Thank you Meet. Share. Learn. Connect @Aus. LUG #@Inform 2016 March 10 th & 11 th, Sydney, Australia