dma integration summit 2013 - microsoft
TRANSCRIPT
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