IBM Aspera for the CMO
2 likes2,034 views
The document discusses the challenges faced by Chief Marketing Officers (CMOs) in adapting to rapidly changing customer demands and the explosion of data, with many feeling unprepared. It highlights IBM Aspera's solutions as critical for improving marketing coordination and efficiency, emphasizing the importance of high-speed file transfer technology. Additionally, the document outlines IBM's commitment to supporting CMOs with innovative tools and industry expertise to enhance marketing effectiveness.
IBM Aspera for the CMO
- 1. © 2014 IBM Corporation IBM Asperafor the CMOMoments matter.
- 2. © 2014 IBM Corporation Agenda Disruption for the CMO Why IBM Asperais the Right Response to Customer Change CMO Agenda for IBM Aspera Why IBM is the Right Choice for Marketing Professionals 2
- 3. © 2014 IBM Corporation of CMOs say they are unprepared to consume the explosion of customer data. This is up from 71% in 2011.1 DISRUPTOR:CMOs are struggling to adapt to the massive shift in the demands of the empowered customer but they understand they need help “Marketing people will need unique skills in the near future. They’ll need to be capable of integrating marketing and IT —like footballers who can kick with both feet.” Jeroende Punder, Chief Marketing Officer, Ricoh Netherlands of CMOs who say they are not able to adapt quickly enough to channel growth and device choices.1 of CMOs say they use external partnerships for relational and direct marketing assistance today. 77% say they will within 3-5 years.1 of CMOs indicate they plan to invest more heavily in collaboration tools. 64% say collaboration is one of their top 5 initiatives.1 82% 65% 68% 13% 3
- 4. © 2014 IBM Corporation Shifting ground: customer landscape changes Source:Question E9–How do you see the landscape changing over the next 3 to 5 years?; Telecommunications n=218 Operationalcontrol Partnering toincrease efficiency Focus on customers as segments Face-to-faceinteraction Smallerpartner base Organizational openness Partnering to increase value Focus on customers as individuals Social/digital interaction Bigger partner network 27% 16% 18% 27% 12% 55% 68% 65% 82% 75% Neutral 3a.Open up to customer influence 3b.Pioneer digital- physical integration 3c.Craft engaging customer experiences 4.Pulling together DISRUPTOR: CxO’sunderstand how important a relationship with the digitally empowered customer is 2 out of 3 of CxOsexpect difficulty in understanding and engaging the customer as an individual rather than as a category or market segment.
- 5. © 2014 IBM Corporation DISRUPTOR: Time-to-market demands place further pressures on today’s marketing professionals Getting new products, services, and offers to market quickly and accurately across all channels is critical objective for marketing executives of marketing executives say that time to market is a key differentiator1 of marketing executives say it has a positive impact on revenue1 of marketing executives say it impacts brand image1 70% 68% 95%
- 6. © 2014 IBM Corporation DISRUPTOR: Industry Leaders are Struggling with Synchronization and Timely File Transport Does your company have the ability to synchronize its critical internal and external systems? 6 of organizations regard synchronization as critical to their overall success … 17% 83% Yes, encompassing everyone No, not with everyone 3% 34% 73% Not critical Neutral Critical Value chain synchronization survey –Feb, 2012 for IBM … however, only can synchronize their internal and external systems to drive business performance and success 17% 73%
- 7. © 2014 IBM Corporation Agenda Disruption for the CMO Why IBM Asperais the Right Response to Customer Change CMO Agenda for IBM Aspera Why IBM is the Right Choice for Marketing Professionals 7
- 8. © 2014 IBM Corporation IBM AsperaSolutions Add Key Capabilities In IBM’s Market Leading Data Movement and Managed File Transfer Capability Community-Centric Multi-protocol edge gateway for universal connectivity to the business community Person-Centric File sync and share Emerging Use Cases Governance Security Common perimeter services, proxy and authentication Actionable visibility for business, operations and compliance Direct to Cloud … System-Centric Automated, reliable, secure transfers for system integration High-Speed Large file/data set transfer and sync 8
- 9. © 2014 IBM Corporation IBM AsperaMarketing Solutions Are Concordant with IBM Marketing and Collaboration Imperatives 9 Continuous customer engagement requires collaboration IBMExperienceOne IBMSmarter Commerce Because moments matter …. every interaction is important Co-create with customers, employees and partners. "Traditionally when the footage is shot, you wait for the team to come back to load it all in to begin editing, but we had something like 13 different shoots … if we waited … we never would have made the Masters in time. We were reliant on Asperato do that.” 1 -Jeremy Kuhn, Global Account DirectorOgilvy & Mather North America
- 10. © 2014 IBM Corporation of organizations report they are challenged to move big data quickly and efficiently enough to meet business requirements.1 Smarter Commerce: IBM AsperaCapabilities Accelerate Business Value with Cumulative Benefits According to a recent study, IBM Smarter Commerce pays back $12.05 USD for every $1 USD spent.4 bandwidth utilization by FTP on high speed lines over distance without IBM Asperatechnology.2 The number of hours it now takes to setup for large file projects, down from 2-3 weeks without IBM Asperatechnology.4 Transcontinental file transfer speed improvements after deploying a High Speed File Transfer & Sync with no hardware or network upgrades required.3 88% 100x <3% 2-3 10
- 11. © 2014 IBM Corporation Agenda Disruption for the CMO Why IBM Asperais the Right Response to Customer Change CMO Agenda for IBM Aspera Why IBM is the Right Choice for Marketing Professionals 11
- 12. © 2014 IBM Corporation IBM Asperafor Customer Focused Marketing Leaders CMO Agenda High Speed Marketing Coordination CMORetail Leader Chief Service Officer________________________ FSS 12 Increase flexibility and workflow capabilities along with the ability to accelerate transfer of large graphic marketing assets by 100x to deliver a coordinated and secure marketing solution with the IBM AsperaFile Sharing Suite (FSS). Timeless Marketers must always protect the brand promise. 2012 Design a culture and brand so they are authentically one. 2014+ Co-create with customers, employees, and partners.
- 13. © 2014 IBM Corporation © 2014 IBM Corporation 13 TO FROM FSS HIGH SPEED MARKETING COORDINATION SmarterCommerceB2B Inconsistent & Slow Coordinated & Fast
- 14. © 2014 IBM Corporation increase inadoption rate by community members reduction in time spent to roll out new advertising assets to storefronts and resellers 60% 80% FSS HIGH SPEED MARKETING COORDINATION A large North American consumer product brand needed a better way to coordinate marketing asset design and delivery internally, externally with partners, in the cloud and out to physical stores and resellers. 14 marketing
- 15. © 2014 IBM Corporation Growing Marketing Asset Volumes And Channels: Social media video and online content Internal and external (partner) drafts and design revisions Digital signage Shannon And Her Colleagues Are Using A Variety Of Services To Collaborate: Local store branding Traditional print branding Physical media delivery Cloud transfer services IT provided tools (FTP) E-mail attachments DIGITAL MARKETING ASSET SIZES AND VOLUMES ARE EXPLODING FOR MARKETERS LIKE SHANNON FSS HIGH SPEED MARKETING COORDINATION Speed and security issues hamper most file sharing solutions today –IBM AsperaFile Sharing Suite with FASP™ technology addresses all these issues and more to help marketers do more. Faster. HOW TO MAKEIT HAPPEN: DOMORE FASTER KNOWMORE 2013 VansonBourne B2B Integration and MFT Global Study 30% 29% 29% 10% 15
- 16. © 2014 IBM Corporation WITH THE POWER OF IBM ASPERA FILE SHARING SUITE SHANNON HAS TOOLS TO COLLABORATE AT SPEEDWITH HER EXTENDED MARKETING TEAM Browser plugin or installed desktop or mobile app Supports significant files sizes for branding including broadcast video, graphic design and digital signage. DESKTOP & BROWSER ACCESS CLOUD & SECURITY SUPPORT LARGE FILE SUPPORT AT SPEED APIs FOR SEAMLESS WORKFLOW FSS can be integrated to existing marketing campaign systems Easily integrated into mobile and cloud platform solutions. All files for shared individuals and teams can be synced across all access points FSS Supports shares either locally, in the cloud or both Provides encrypted transfers supporting industry standards HIGH SPEED MARKETING COORDINATION Accelerate the sharing of information between people, systems and communities and provide high performance distribution and synchronization of large files while lessening the security risk from sharing file based information HOW TO MAKEIT HAPPEN: DOMORE FASTER KNOWMORE 16
- 17. © 2014 IBM Corporation THE IBM ASPERA FILE SHARING SUITE HELPS SHANNON’S TEAM GET TO MARKET FASTERWITH NEW CAMPAIGNS AND TIMELY ENGAGEMENT Shannon’s company is sponsoring a live racing eventand needs to develop new commercial video and social content quickly for a campaign. FSS HIGH SPEED MARKETING COORDINATION IBM AsperaFile Sharing Suite creates a new paradigm of speed and agilityfor marketing professionals. HOW TO MAKEIT HAPPEN: DOMORE FASTER KNOWMORE 17 CAMPAIGN MANAGEMENT Shannon can quicklycreate a new shared spacefor the working team that is secure and easily accessible from mobile, web or integrated into existing collaborationsolutions. The production team partner is able to shoot new footage and upload the film to the shared space 100x faster than FTP for review and approval. The social and static art development team is able to provide large digital proofs without worrying about older versions or extra versionsbeing sent via e-mail since everything is consolidated and versioned. Shannon’s leadership is able to review and approve the campaign assets days ahead of schedule due to the reduced time for transport and turnaround. Final assets are delivered through integration into existing campaign management solutions for delivery.
- 18. © 2014 IBM Corporation FASP TECHNOLOGY IS THE SECRET SAUCE THAT MAKES IBM ASPERA FILE SHARING SUITE UNMATCHED FOR MARKETING COORDINATION Reduction in time for on- boarding new content partners –from 2-3 weeks to 2-3 hours Reduction in transfer times – transfer that was taking 20 minutes now less than 1 min Increase in total data shared per day -from 5GB to 190GB HIGH SPEED MARKETING COORDINATION IBM Aspera’spatented FASP transport technology is a proven standard for the high- speed movement of large files or large collections of files over wide area networks (WANs). FSS HOW TO MAKEIT HAPPEN: DOMORE FASTER KNOWMORE 20x 38x 150x 18
- 19. © 2014 IBM Corporation Agenda Disruption for the CMO Why IBM Asperais the Right Response to Customer Change CMO Agenda for IBM Aspera Why IBM is the Right Choice for Marketing Professionals 19
- 20. © 2014 IBM Corporation IBM is dedicated to your success, in your industry Unparalleled Marketing Expertise •Accelerate solution design and thorough business process expertise •Reduce project risk with reusable implementation patterns and support for industry standards •Most respected C-Suite studies in the world – including the CMO study. Extensive Industry Support Community •IBM partners with CMOs around the world to invest in innovative design, functionality, and integration •Dedicated resources within Global Business Services with an average of more than 10 years of experience •Services organization closely aligned with software products to effectively translate technology into business outcomes Significant Technical Investment •Over $3 billion invested in the last 3 years to create a truly smarter approach to commerce •Integrated products for easier implementation and increased speed to value •Synchronized product roadmaps across software portfolio 20
- 21. © 2014 IBM Corporation 21