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Digital Marketing Innovation

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Digital Marketing Innovation Daniel Sumner Developer & Platform Evangelism Microsoft [email protected]
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Page 1: Digital Marketing Innovation

Digital MarketingInnovation

Daniel Sumner

Developer & Platform Evangelism

Microsoft

[email protected]

Page 2: Digital Marketing Innovation

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

Page 3: Digital Marketing Innovation

“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

Page 4: Digital Marketing Innovation

The Essence of Marketing

attract

engage

excite

Page 5: Digital Marketing Innovation

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%

Page 6: Digital Marketing Innovation

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

Page 7: Digital Marketing Innovation

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

Page 8: Digital Marketing Innovation

© 2007, Forrester Research, Inc. Reproduction Prohibited

Gen Yers Are Content Creators

December 2007 “The Gen Y Design Guide”

Page 9: Digital Marketing Innovation

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

Page 10: Digital Marketing Innovation

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

Page 11: Digital Marketing Innovation

The Web is Your Reflection

informational transactional personal

relevant

interactive

social

Page 12: Digital Marketing Innovation

Building a Marketing Platform

WebMobilePOSAd SystemsCommunityERP / CRM

Web

Mobile

POS

Ads

Community

ERP / CRM

Page 13: Digital Marketing Innovation

Technology Stack

Audience Reach

Touchpoints

Design and Development

Analytics / Decisions

Infrastructure

Page 14: Digital Marketing Innovation

Technology Stack

Audience Reach

Touchpoints

Design and Development

Analytics / Decisions

Infrastructure

Page 15: Digital Marketing Innovation

• 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 . . .

Page 16: Digital Marketing Innovation

Audience Reach: Engage Online Communities

Reach Build Measure

Facebook

Volvo

Wine.com

Xbox.com

Page 17: Digital Marketing Innovation

Technology Stack

Audience Reach

Touchpoints

Design and Development

Analytics / Decisions

Infrastructure

Page 18: Digital Marketing Innovation

HTML

AJAX

Win

Forms

WPF

Silverlight

Incre

asin

g R

ea

ch

Where Silverlight Fits

Increasing Richness

Page 19: Digital Marketing Innovation

Demos : Silverlight – Fox Movies & Woodgrove Financial

Page 20: Digital Marketing Innovation

Silverlight - Live

Page 21: Digital Marketing Innovation

Silverlight :DeepZoom

Page 22: Digital Marketing Innovation

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

Page 23: Digital Marketing Innovation

Demos: Live Platform

Page 24: Digital Marketing Innovation

Demo:Live Mesh

Page 25: Digital Marketing Innovation

Popfly

Page 26: Digital Marketing Innovation

Photosynth

Page 27: Digital Marketing Innovation

Touch points

Page 28: Digital Marketing Innovation

Technology Stack

Audience Reach

Touchpoints

Design and Development

Analytics / Decisions

Infrastructure

Just the start...

Page 29: Digital Marketing Innovation

• 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…

Page 30: Digital Marketing Innovation

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