9. REAL 360 DEGREE MARKETING
• A timed series of marketing actions
• ... built around a compelling insight or idea
• ... which deploys the most intelligent recipe of
channels
• ... to propel customers and prospects along a
pathway
• ... to achieve measurable business outcomes
10.
11. #2 : THE 4 P’S ARE OUT. THE 4 E’S ARE IN
PRODUCT
PLACE
PRICE
PROMOTION
12. #2 : THE 4 P’S ARE OUT. THE 4 E’S ARE IN
EXPERIENCE
EVERYPLACE
EXCHANGE
EVANGELISM
13. #3 : THE STARTING POINT IS ALWAYS
THE CUSTOMER JOURNEY
TRIGGER
EVENTS
SHARE RESEARCH
SHOP &
USAGE PURCHASE
THE CUSTOMER JOURNEY
14. #3 : THE STARTING POINT IS ALWAYS
THE CUSTOMER JOURNEY
TRIGGER
EVENTS
SHARE RESEARCH
SHOP &
USAGE PURCHASE
THE CUSTOMER JOURNEY
25. CREATING THE STAIRWAY TO HEAVEN
•Ambition
•Customer Journey
•Platform Choices
START HERE
PILOT TEST #1
TIME
PHASE 1 PHASE 2 PHASE 3 PHASE 4
26. CREATING THE STAIRWAY TO HEAVEN
•Ambition
•Customer Journey
•Platform Choices ADD TEST #2
OPTIMIZE #1
START HERE
PILOT TEST #1
TIME
PHASE 1 PHASE 2 PHASE 3 PHASE 4
27. CREATING THE STAIRWAY TO HEAVEN
ADD TEST #3
•Ambition
OPTIMIZE #1, 2
•Customer Journey
•Platform Choices ADD TEST #2
OPTIMIZE #1
START HERE
PILOT TEST #1
TIME
PHASE 1 PHASE 2 PHASE 3 PHASE 4
28. CREATING THE STAIRWAY TO HEAVEN
ADD TEST #4
OPTIMIZE #1, 2, 3
ADD TEST #3
•Ambition
OPTIMIZE #1, 2
•Customer Journey
•Platform Choices ADD TEST #2
OPTIMIZE #1
START HERE
PILOT TEST #1
TIME
PHASE 1 PHASE 2 PHASE 3 PHASE 4
29. Here’s a great example of real
360-degree integrated marketing in action
31. Technology is enabling
WATSON
a new generation of
leaders and making our
planet smarter
Leadersthe world’s imagination
Capture who can build
constituency, think
systematicallySmarter Planet
Drive relevance of and
cultivate an information
and analytics-led culture
Shift the conversation to create demand
At IBM, we recognize
this special breed of
32.
33. Let’s go,
the IBM logo, ibm.com, DB2, POWER7 Systems, Smarter Planet and the planet icon are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at www.ibm.com/legal/copytrade.shtml.
humans.
Today the IBM computer Watson begins a three-day contest against
Ken Jennings and Brad Rutter, two of the most successful human
Let’s go,
champions of the TV quiz show Jeopardy!
The game poses an extraordinarily difficult set of problems for computer
science. Jeopardy! clues and the categories themselves are filled with
humans.
puns, irony, complexity, ambiguity, double meaning—challenging for
humans, confounding for computers.
It is a very human kind of data. And it is the kind of data that computers
are increasingly being asked to handle. Every day, the world creates
more than 2.5 exabytes of new data, and more than half comes not
Today the IBM computer Watson begins a three-day contest against in neat database language but in natural language, the language of
Ken Jennings and Brad Rutter, two of the most successful human
everyday life and business—e-mails, tweets, IMs, journals, blogs. This
champions of the TV quiz show Jeopardy!
highly informal content is shot through with the very kind of complex,
The game poses an extraordinarily difficult set of problems for computer
contextual language showcased on Jeopardy!
science. Jeopardy! clues and the categories themselves are filled with
puns, irony, complexity, ambiguity, double meaning—challenging for Human competitors on Jeopardy! grasp natural language clues
humans, confounding for computers.
intuitively and with astonishing speed. Watson, at first, took up to 2
It is a very human kind of data. And it is the kind of data that computers
hours to answer a single Jeopardy! question—a formula for desperately
are increasingly being asked to handle. Every day, the world creates
boring television. To close the gap, IBM scientists developed more
more than 2.5 exabytes of new data, and more than half comes not
in neat database language but in natural language, the language of than 450 algorithmic techniques. Moreover, Watson’s errors in analysis
everyday life and business—e-mails, tweets, IMs, journals, blogs. This were reduced using IBM DB2® database software in the development
highly informal content is shot through with the very kind of complex, phase, and its speed was boosted by a massively parallel computing
contextual language showcased on Jeopardy! platform built on POWER7 Systems™—not exotic, one-of-a-kind
Human competitors on Jeopardy! grasp natural language clues computers, but the high-performance computers IBM clients use.
intuitively and with astonishing speed. Watson, at first, took up to 2
hours to answer a single Jeopardy! question—a formula for desperately Watson’s three days of televised fame will soon fade. But no matter who
boring television. To close the gap, IBM scientists developed more wins the challenge on TV, humankind will triumph in the end. Already,
than 450 algorithmic techniques. Moreover, Watson’s errors in analysiswe are exploring ways to apply Watson’s remarkable technological
were reduced using IBM DB2® database software in the development
intelligence to the most pressing human challenges—in medicine and
phase, and its speed was boosted by a massively parallel computing
platform built on POWER7 Systems™—not exotic, one-of-a-kind law, academia and business. Watson is a tool designed to help serve
computers, but the high-performance computers IBM clients use. our needs, extend our ambitions and, ultimately, make our lives and
our society smarter. Let’s build a smarter planet. ibmwatson.com
Watson’s three days of televised fame will soon fade. But no matter who
wins the challenge on TV, humankind will triumph in the end. Already,
we are exploring ways to apply Watson’s remarkable technological
intelligence to the most pressing human challenges—in medicine and
Watson vs the Jeopardy! champions, February 14–16.
law, academia and business. Watson is a tool designed to help serve
our needs, extend our ambitions and, ultimately, make our lives and
our society smarter. Let’s build a smarter planet. ibmwatson.com
Watson vs the Jeopardy! champions, February 14–16.
ernational Business Machines Corporation 2011.
43. TOPLINE RESULTS
Leno spoofed
our TV spot
Conan featured a
recurring Watson
skit for 3 nights
PBS NOVA devoted
an entire episode
to Watson
Jon Stewart Wants a
Shot At IBM’s Watson
34.5MM
viewers More than 1 million
views of IBM
Watson videos on
YouTube
29,587 “Likes”
Top 3
1.3 billion overall
impressions
44. TOPLINE RESULTS
70% of America
Leno spoofed was aware of Watson
our TV spot
Conan featured a
recurring Watson
skit for 3 nights
PBS NOVA devoted
an entire episode
to Watson
760K visits to
IBMWatson.com
Jon Stewart Wants a
Shot At IBM’s Watson
42% more
organic traffic than
2010 Smarter Planet
campaigns
34.5MM
viewers More than 1 million
views of IBM
Watson videos on
YouTube
116 client
briefing
nominations in
first 6 weeks
29,587 “Likes”
561 Validated
Leads
Top 3
1.3 billion overall
impressions
45. TOPLINE RESULTS
70% of America
was aware of Watson
Over $50MM
Leno spoofed
our TV spot
Conan featured a in earned PR value
recurring Watson
skit for 3 nights
PBS NOVA devoted
an entire episode
to Watson
760K visits to
IBMWatson.com
Jon Stewart Wants a
$260MM
Shot At IBM’s Watson in Validated Lead
Revenue
42% more
organic traffic than
2010 Smarter Planet
campaigns
34.5MM
viewers More than 1 million
views of IBM
Watson videos on
YouTube
116 client
briefing
nominations in
first 6 weeks
$37.7MM in
WIN Revenue
29,587 “Likes”
561 Validated
Leads
Top 3
1.3 billion overall
impressions
46. To learn more about the future of marketing, look for
The IBM Global Chief Marketing Officer Study
To be released October 2011
\n\nCustomers find information on their own and create their own journeys. Customers define their own ways to gain information, shop, buy and experience brands. \n
\n\nCustomers find information on their own and create their own journeys. Customers define their own ways to gain information, shop, buy and experience brands. \n
\n\nCustomers find information on their own and create their own journeys. Customers define their own ways to gain information, shop, buy and experience brands. \n
\n\nCustomers find information on their own and create their own journeys. Customers define their own ways to gain information, shop, buy and experience brands. \n
\n\nCustomers find information on their own and create their own journeys. Customers define their own ways to gain information, shop, buy and experience brands. \n
\n\nCustomers find information on their own and create their own journeys. Customers define their own ways to gain information, shop, buy and experience brands. \n
\n\nCustomers find information on their own and create their own journeys. Customers define their own ways to gain information, shop, buy and experience brands. \n
\n\nCustomers find information on their own and create their own journeys. Customers define their own ways to gain information, shop, buy and experience brands. \n
\n\nCustomers find information on their own and create their own journeys. Customers define their own ways to gain information, shop, buy and experience brands. \n
\n\nCustomers find information on their own and create their own journeys. Customers define their own ways to gain information, shop, buy and experience brands. \n
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So, here are the big lessons from the Battlegrounds of Integrated Marketing\n\n
So, here are the big lessons from the Battlegrounds of Integrated Marketing\n\n
So, here are the big lessons from the Battlegrounds of Integrated Marketing\n\n
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They meet the customer on his or her own journey and add value – or they fail.\n
o49% NA, 32% EMEA, 14% APJ, 5% LAT \n\n
o49% NA, 32% EMEA, 14% APJ, 5% LAT \n\n
o49% NA, 32% EMEA, 14% APJ, 5% LAT \n\n
o49% NA, 32% EMEA, 14% APJ, 5% LAT \n\n
o49% NA, 32% EMEA, 14% APJ, 5% LAT \n\n
o49% NA, 32% EMEA, 14% APJ, 5% LAT \n\n
o49% NA, 32% EMEA, 14% APJ, 5% LAT \n\n
o49% NA, 32% EMEA, 14% APJ, 5% LAT \n\n
o49% NA, 32% EMEA, 14% APJ, 5% LAT \n\n
o49% NA, 32% EMEA, 14% APJ, 5% LAT \n\n
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Nicole will provide the number from the Cannes submission – add this\nNicole phrased it as over $50MM\n
