Microsoft® Application Platform

The future of doing business on the Internet

Hilde RietveldDigital Marketing Platform Group

November 10, 2010

Agenda

Business Drivers and Internet Trends

Microsoft Digital Marketing Solutions

Benefits Customer Experience

Online Business Trends

Today’s Internet Business Challenges

Connected

• Shift from offline to highly enriched multimedia websites

• Consumers connected through social media

• Informed = empowered consumer

Trends – Consumer Behavior

Interactive• Engage in online dialogues and content sharing

• Read unedited content (wikis, blogs, podcasts)

• Produce own content for personal use and online publishing

On the Move• Mobile devices • Any place, Any time, Any ware

Consumer behavior is changing: Consumers are online 24/7, well informed and highly interactive

…but customers changed to become more integrated and connected

Life used to be easy...

WebsiteBanner SearchBanner

Key changes for digital marketing:

1) Customer centricity - Customers and stakeholders expect a more personalized experience

2) Eco-system vs. Destination - Need to support an interactive dialogue with multiple players

As consumer behavior changes, so do their needs/expectations of their digital experience. They expect a personalized experience and interactive dialogue. As a result the marketing ecosystem has become more complex

Evolution of the Digital Landscape

Accelerating the shift to digital

• 40% of all retail spend is influenced by the Web

• 62% of marketers say that traditional advertising efforts are no longer as effective

• High income households use Internet more than TV

• On average 14-24 year olds have 20 online friends they’ve never met in person

53% of CMOs are striving to grow digital marketing capabilities36% of CMOs question the effectiveness of online presence42% of CMOs plan to change their Web agencyYet only 9% of CMOs plan to improve their relationship with the

CIO

source: https://www.mckinseyquarterly.com/Four_ways_to_get_more_value_from_digital_marketing_2556

Possible benefits shifting to digital

Agenda

Business Drivers and Internet Trends

Microsoft Digital Marketing Solutions

Internet Business Challenges

The Microsoft Digital Marketing Solutions

Digital Marketing Scenarios

Benefits Customer Experience

Internet Business ChallengesThe Way Businesses Want to Use the Internet Is Evolving

Dynamic and demanding digital marketing

Marketing spend was focused on traditional media

Marketing investments diverted to online channels

Businesses used the Web primarily as brochure ware

Web campaigns, transactions, and ads impact the top line

Site content was published centrally by Web masters or IT

Organizations want to delegate Web publishing to business users

Static content, navigation, and experiences were the norm

Rich experiences, fresh content, and communities drive loyalty

todaySimple and staticsite publishing

yesterday

Quickly deploy new capabilities to an already complex online infrastructure?

Give the business self-service while maintaining appropriate control?

Maximize existing technology investments?

How can we…IT Asks:

Attract more customers and partners?

Increase customer retention and loyalty?

Improve the ROI of our marketing spend?

Business asks:

How can we…

RevenueReach

Retention

Internet Business ChallengesBusinesses’ Web Needs Are Out of Balance with IT Realities

Microsoft Internet Business Vision

The Microsoft internet business vision will provide organizations with a foundation

for rich digital experiences that enables them to:

Improve customer experiences and broaden

their customer base

Effectively reach new customers and retain

existing customers

Offer their services across multiple media channels

Generate higher revenues by monetizing digital assets

CustomerExperience

Customer ScenariosHow the Microsoft Internet Business Platform Helps You

REACH RETENTION REVENUE

Ferrari.com Repubblica.it

Empower your people to reach

customers and partners

Streamline Web publishing

Optimize Internet search to attract a larger audience

Extend content and services to partner extranets

Build engaging personal and community

Web experiences Offer self-service to

partnersand customers

Foster online communities

Use personalization and targeting to grow loyalty

Grow revenue and control costs online Sell products or services

Monetize content through ads or subscriptions

Reduce Web infrastructure cost and complexity

Priceminister.co.uk

SharePoint For Internet SitesEase of Authoring

Compelling Experience

Familiar, Unified Platform

Live preview

Embedding rich media

ThemingEasy editing

Standards like XHTML, WCAG 2.0,

X-Browser

Visual scorecards

Detailed KPIs

Route for Approval

FAST Search For Internet SitesSearch driven experience

Adapt as interests change

Guide customers to actions that drive revenue

Featured Content

Visual Navigation

Original and Off-site Content

Social Content Rankings

Search-generatedTopic Page

Recommendations

Content sources triggers

A/B testing

Live preview

of change

s

Publishing controls

Dictionary lookup

Federated source

Results mixing

Agenda

Business Drivers and Internet Trends

Microsoft Digital Marketing Solutions

Benefits

Monetization Benefits

Benefits to IT

Customer Experience

i

Why choose MicrosoftSolutions to Help You Drive Reach, Retention, and Revenue

REACH

RETENTION

REVENUE

Empower your business toreach customers and partners

Connect people with the

information they want

Build engaging Webexperiences on a unified business platform

Shape personal and community experiences that create customer loyalty

Rapidly respond to your Internet business needs at a low cost

Equip your business to convert Web traffic into revenue

Monetization benefits

Significantly increased cross-sell and up-sell activities, for generating more revenue

• Increased number of unique visitors, improved click-

through, and online conversion rates

Content is delivered over multiple mediums, brands, and locales

Focused marketing and advertising of products and services

Benefits to IT

Tools centralized and integrated to enable IT to more effectively manage and secure the enterprise platform

IT enabled to build compelling Web sites to provide rich customer experiences

• Reduced IT burden and lower IT support costs

• Improved deployment and configuration process for

new tools and technologies

• IT infrastructure can scale and extend with rapid

changes in business

Accelerated time to market

Flexibility to expand content and user experience

Agenda

Business Drivers and Internet Trends

Microsoft Digital Marketing Solutions

Benefits Customer Experience

Dieter Haerens COO

van Mediafin

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