From Baby Boomers to Babies... sorry, I mean Millennials Per Caroe @percaroe Global Technology Evangelist IBM Marketing Cloud
IBM conducted a multigenerational study of 1,784 employees from organizations across 12 countries and 6 industries, we compared the preferences and behavioral patterns of Millennials (aged 21-34) with those of Gen X (aged 35–49) and Baby Boomers (aged 50–60).
UAE Demographics 1,200,000
1,000,000
800,000
600,000
400,000
200,000
0-9
10-19
20-29
30-39
40-49
50-59
60-69
70-79
2005 Census
How About some Marketing Smarts?
@percaroe
% the marketing messages from companies are “usually relevant� @percaroe
IBM and Econsultancy - 2015
It’s time for a change
@percaroe
Deeper Understanding, Better Experience @percaroe
TREND #1
Look-alike modeling transforms the role of social in list growth @percaroe
TREND #2
Retargeting reaches unprecedented levels of cross-channel sophistication. @percaroe
TREND #3
Delivering a connected customer experience becomes increasingly critical for companies.
@percaroe
%
of marketers saying they contextually understand their customers, but only
38% of customers agreeing with that statement. @percaroe
IBM and Econsultancy - 2015
TREND #4
Social media and automation will combine in new ways to improve the customer journey @percaroe
TREND #5
Video moves to center stage in the marketing mix @percaroe
Why now is the time for video:
Internet speed/mobile data plans
Simpler video production
Social/mobile viewing sites
@percaroe
60% YouTube viewing hours are up 60 percent over 2014
Facebook video grew 94 percent from 2013 to 2014 with 50 percent of U.S. Facebook users watching at least one video a day
1/2
Mobile accounts for more than half of all YouTube video views
- YouTube - Statistics - YouTube -Statistics
@percaroe
Video engagement can drive revenue too @percaroe
Ask yourself:
What purpose will video serve?
How can video improve the customer journey? How will we measure success? @percaroe
TREND #7
Loyalty programs expand across channels and touch points. @percaroe
The past: Driven by purchases only and limited by data silos The future: Pull in behaviors from across systems and devices to inform custom offers and communications across channels @percaroe
Remember
Your customers are plugged in 24 hours a day, 7 days a week across a variety of channels and devices.
@percaroe
How to do it Embrace the new digerati ─ Grow the digital expertise that’s essential for today’s marketers ─ Fill critical skill gaps with a mix of new hires and ecosystem partners ─ Invite customers to participate as innovators and co-creators 33
©2016 IBM Corporation
20 September 2016
@percaroe
GOOGLE: redefining marketing ibm global c-suite
Thank You
@percaroe