OUR MARKETING OPPORTUNITY IS AMAZING

IMPROVING MARKETING AT MICROSOFT

Defining High Impact Marketing

• 7 marketing principles to guide our work

• Strategic alignment with P&L

Providing Greater Role Clarity

• What is marketing and what is not

• B2C/B2B .. ATL/BTL .. Its all about content!

Focusing On High Quality Deliverables

• Rewarding quality over volume

• Reducing our reliance on broadcast and focusing on

engagement.

Top Things CMO’s Discuss …. (at least with me )

WHY APPS HELP … MEERKATING BEHAVIOUR!

WE ARE A NATION OF SCREEN ADDICTS

Tablet

17%

Ereader

22%

Laptop

77%

Smart TV

6%

Games Console

46%

Smart

phone

51%

UM Research & Insight | Microsoft | September 2012

Source: Screen Time

Base: Adults

15%

25%

35%

45%

55%

65%

75%

15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70% 75%

DEVICES REFLECT NEEDS

Smart-

phone

s are

better

for….

Tablets

are

better

for….

Research

Creativity

Having Fun

Learning

Relaxing

Organising

Socialising

Navigation

Games

Info Reading

Ward-off

boredom

Purchases

UM Research & Insight | Microsoft | September 2012

Source: Wave

Base: Adults

DEVICES HAVE PERSONALITIES

Personal

Stylish Fun

Innovative

Informative

Trustworthy

Entertaining

Relaxing

The

Wizard The

Sage The

Everyman The

Lover

UM Research & Insight | Microsoft | September 2012

Source: Screen Time

Base: Adults

ONE SCREEN IS NOT KING

Tablet

70%

Laptop

69%

Smart

phone

75%

Owners who use device

while watching TV…

UM Research & Insight | Microsoft | September 2012

Source: Screen Time

Base: Device Owners

IMMERSIVE APPS ALLOW PARTICIPATION

5.4M game plays

12% conversion

1M downloads

18M live claps/boos.

UM Research & Insight | Microsoft | September 2012

Source: Channel 4 and ITV

Downloaded App. and

played along at home 4%

DEEPER LEVELS OF ENGAGEMENT EVER

TV Facebook Website Apps &

Games

UM Research & Insight | Microsoft | September 2012

Philippa Snare #Filleepa

psnare@Microsoft.com

Check out www.zipapp.co.uk