Download - IBM Aspera for the CMO
© 2014 IBM Corporation
IBM Aspera for the CMOMoments matter.
© 2014 IBM Corporation
Agenda
Disruption for the CMO
Why IBM Aspera is the Right Response to Customer Change
CMO Agenda for IBM Aspera
Why IBM is the Right Choice for Marketing Professionals
2
© 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.”
Jeroen de 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
© 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’s understand how important a relationship with the digitally empowered customer is
2 out of 3 of CxOs expect difficulty in understanding and engaging the customer as an individual rather than as a category or market segment.
© 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%
© 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 cansynchronize their internal and external systems to drive business performance and success
17%73%
© 2014 IBM Corporation
Agenda
Disruption for the CMO
Why IBM Aspera is the Right Response to Customer Change
CMO Agenda for IBM Aspera
Why IBM is the Right Choice for Marketing Professionals
7
© 2014 IBM Corporation
IBM Aspera Solutions 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
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© 2014 IBM Corporation
IBM Aspera Marketing Solutions Are Concordant with IBM Marketing and Collaboration Imperatives
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Continuous customer engagement requires collaboration
IBM ExperienceOne IBM Smarter 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 Aspera to do that.” 1
- Jeremy Kuhn, Global Account DirectorOgilvy & Mather North America
© 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 Aspera
technology.2
The number of
hours it now takes
to setup for large file
projects, down from
2-3 weeks without
IBM Aspera
technology.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
© 2014 IBM Corporation
Agenda
Disruption for the CMO
Why IBM Aspera is the Right Response to Customer Change
CMO Agenda for IBM Aspera
Why IBM is the Right Choice for Marketing Professionals
11
© 2014 IBM Corporation
IBM Aspera for Customer Focused Marketing Leaders
CMO Agenda
High Speed Marketing Coordination
CMO
Retail Leader
Chief Service Officer
________________________
FSS
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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
Aspera File Sharing Suite (FSS).
TimelessMarketers must always
protect the brand promise.
2012Design a culture and
brand so they are authentically one.
2014+Co-create with
customers, employees, and partners.
© 2014 IBM Corporation© 2014 IBM Corporation13
TOFROM
FSSHIGH SPEED MARKETING
COORDINATION
SmarterCommerce B2B
Inconsistent
& Slow
Coordinated
& Fast
© 2014 IBM Corporation
increase in adoption 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.
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marketing
© 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 Aspera File Sharing Suite with FASP™ technology addresses all these issues and more to help marketers do more. Faster.
HOW TO MAKE
IT HAPPEN:
DO
MORE
FASTERKNOW
MORE
2013 Vanson Bourne B2B Integration and MFT Global Study
30%
29%
29%
10%
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© 2014 IBM Corporation
WITH THE POWER OF IBM ASPERA FILE SHARING SUITE SHANNON HAS TOOLS TO COLLABORATE AT SPEED WITH 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 MAKE
IT HAPPEN:
DO
MORE
FASTERKNOW
MORE
16
© 2014 IBM Corporation
THE IBM ASPERA FILE SHARING SUITE HELPS SHANNON’S TEAM GET TO MARKET FASTER WITH NEW CAMPAIGNS AND TIMELY ENGAGEMENT
Shannon’s company is sponsoring a live racing event and needs to develop new commercial video and social content quickly for a campaign.
FSS HIGH SPEED MARKETING COORDINATION
IBM Aspera File Sharing Suite creates a new paradigm of
speed and agility for marketing professionals.
HOW TO MAKE
IT HAPPEN:
DO
MORE
FASTERKNOW
MORE
17
CAMPAIGN MANAGEMENT
Shannon can quicklycreate a new shared space
for the working team that is secure and easily accessible from
mobile, web or integrated into existing collaboration solutions.
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 versions being 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.
© 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 MAKE
IT HAPPEN:
DO
MORE
FASTERKNOW
MORE
20x
38x
150x
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© 2014 IBM Corporation
Agenda
Disruption for the CMO
Why IBM Aspera is the Right Response to Customer Change
CMO Agenda for IBM Aspera
Why IBM is the Right Choice for Marketing Professionals
19
© 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
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© 2014 IBM Corporation21