Web of Opportunities

Jerome Carron

Business Development Manager

Developer & Platform

Microsoft Canada

The Essence of Marketing

attract

engage

excite

Nike

A Dramatic Shift

The 25 companies that spent the

most on advertising over the last

five years cut their spending last

year in traditional media by about

$767 million. And in the first half

of this year, those companies

decreased their media spending an

additional 3 percent, or $446

million, to $14.53 billion . . .

--Advertising Age and TNS Media Intelligence

WebKinz

attract engage excite

Software is Fundamental

attract

engage

excite

Building a Marketing Platform

WebMobilePOSAd SystemsCommunityERP / CRM

Web

Mobile

POS

Ads

Community

ERP / CRM

More to think about

Web

TV

Radio

Print

In

store

Mobile

Call

CenterGame

Console

IM

IPTV

Search

POS

Kiosks

Connecting Experiences

Web

TV

Radio

Print

In

store

Mobile

Call

CenterGame

Console

IM

IPTV

Search

POS

Kiosks

Technology Stack

Audience Reach

Touchpoints

Design and Development

Analytics / Decisions

Infrastructure

Technology Stack

Audience Reach

Touchpoints

Design and Development

Analytics / Decisions

Infrastructure

• Engage Online Communities – Going Social

• Create adaptive Web sites

• Create more consistent, relevant experiences

• BI and Real-time analytics

Some of today's scenarios. . .

Engage Online Communities

Reach Build Measure

Advertise,

Promote

Blogs,

wikis,

forums,

apps

ROI,

impact

Advertise to and sponsor groups on Facebook, Digg, Xbox Live, MSN, etc.

Build social functionality into your site. Build internal/external social

applications and communities.

Work with partners to track brand impact in existing communities.

Establish ROI for social efforts.

push.ca

attract engage excite

maps.ca

attract engage excite

Build Adaptive Web sites

Add

functionality

Adapt to

business

Adapt to

customers

Identity,

mapping,

video

Tools, Web

platform

Personal,

relevant

Add streaming video, mapping functionality to your Web site.

Use tools and technologies that enable you to change and update your

Web site.

Link customer and sales data – business systems – to the Web to provide

personal, relevant experiences.

workopolis.com

attract engage excite

Better experiences across channels

Cell phone,

call center,

Auto

TV, PC,

game

console

POS, kiosk,

mobile

Provide consistent identity across devices using Live ID.

Create familiar applications / experiences across Web, devices, store with

Microsoft tools.

Link business data to customer touch points.

Web Mobile Home Store

theweathernetwork.com

attract engage excite

Dealing with Data: BI and Analytics

Understand

channel

Understand

advertising

Understand

customer

Web,

email,

store, etc

Click thru,

reach, ROI

Spend,

share of

wallet, etc

Deploy dashboards to track performance of ads, marketing, business.

Use ad technologies that give you insight across multiple channels.

Link CRM and sales data to Ad systems to better reach existing

customers with offers via the Web, email, mobile, etc.

• Think beyond the Web site

• Data: the new currency

• Build a bridge between IT and Marketing

• Microsoft wants to be your platform partner

• Broadest platform

• Works with what you have

In Closing…