Date post: | 15-Feb-2017 |
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Digital MarketingInnovation
Daniel Sumner
Developer & Platform Evangelism
Microsoft
About DPE...
Product Launch
Life Cycle
Engagement
Market
Preparation
Early
Deployments
Launch
Market Execution
DPE BizDev
Incubation
EPG, MCS, SMSP
DPE continues with support
For Incubation activities - fill
Gaps to help momentum
“Because the purpose of business is to create a customer, the business enterprise has two – and only two –basic functions: marketing and innovation.”
– Peter Drucker
The Essence of Marketing
attract
engage
excite
Nike
We’re not in the business
of keeping the media
companies alive. We’re in
the business of connecting
with consumers.
- Trevor EdwardsCVP Global Brand and Category
Management, Nike
1996: 55%
2006: 33%
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
Digital lags television for a reason…
Radio $38bn
Internet $45bn
Magazines $56bn
Newspapers $127bn
Magazine
Direct Marketing
Newspaper
Television $180bn
DM $183bn
Books
Radio/music
TV
Internet/games
1
2
2
3
7
19
32
WW advertising spend Hours spent on media per week
© 2007, Forrester Research, Inc. Reproduction Prohibited
Gen Yers Are Content Creators
December 2007 “The Gen Y Design Guide”
Gen Y
• They are plugged in
• TV isn’t King
• Work isn’t their whole world
• They care about what friends think (not your ad)
• They are socially conscious
Sarah Perez, ReadWriteWeb May 15th
2008
New Marketing Model
Transactional
Marketing
Relationship
Marketing
Collaborative
Marketing
View of value Value is associated with a
company’s offering.
Maximize value in
exchanges
Value is associated with
customer relationships.
Maximize lifetime value of
relationships
Value is associated with
experiences. Maximize
value of co-created
experiences
View of market Place where value is exchanged between customers and
the firm. Market is separate from the value creation
process
Market as a forum
where value is co-
created through
interaction and dialogue
Role of customer Passive buyers to be
targeted with offerings
Portfolio of relationships to
be cultivated
Prosumers – active
participants in value co-
creation
Role of firm Define and create value for
consumers
Attract, develop, and retain
profitable customers
Engage customers in
defining and co-creating
unique value
Nature of Customer
Interaction
Survey customers to elicit
needs and solicit feedback
Observe customers and
learn adaptively about
customers
Active dialogue with
customers and
communities
Source: Mohan Sawhney, Kellogg School of Management
The Web is Your Reflection
informational transactional personal
relevant
interactive
social
Building a Marketing Platform
WebMobilePOSAd SystemsCommunityERP / CRM
Web
Mobile
POS
Ads
Community
ERP / CRM
Technology Stack
Audience Reach
Touchpoints
Design and Development
Analytics / Decisions
Infrastructure
Technology Stack
Audience Reach
Touchpoints
Design and Development
Analytics / Decisions
Infrastructure
• Create adaptive Web sites
• Engage Online Communities – Going Social
• Create more consistent, relevant experiences
• BI and Real-time analytics
• Reach the right audience with the right ROI
What we can do today . . .
Audience Reach: Engage Online Communities
Reach Build Measure
Volvo
Wine.com
Xbox.com
Technology Stack
Audience Reach
Touchpoints
Design and Development
Analytics / Decisions
Infrastructure
HTML
AJAX
Win
Forms
WPF
Silverlight
Incre
asin
g R
ea
ch
Where Silverlight Fits
Increasing Richness
Demos : Silverlight – Fox Movies & Woodgrove Financial
Silverlight :DeepZoom
Windows Live Platform Services: Demo
Rich Media
ExperiencesStore & Share Find & Locate Identity &
Authentication
Spaces PhotosLive ID
Contacts
Communicate &
Stay Connected
Simple & Consistent Terms of Use
Training & Support Service Level Agreements Flexible Monetization
IM & Presence
Virtual Earth
Live Search
Serv
ice A
PIs
& C
on
tro
ls
Silverlight
Streaming
Alerts
Demos: Live Platform
Popfly
Photosynth
Touch points
Technology Stack
Audience Reach
Touchpoints
Design and Development
Analytics / Decisions
Infrastructure
Just the start...
• 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: Ads to Infrastructure
• Works with what you have
In Closing…