DMA Integration Summit 2013 - Microsoft

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DMA Integration Summit 2013 - Microsoft

  1. 1. OUR MARKETING OPPORTUNITY IS AMAZING
  2. 2. IMPROVING MARKETING AT MICROSOFTDefining High Impact Marketing • 7 marketing principles to guide our work • Strategic alignment with P&LProviding 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.
  3. 3. Top Things CMO’s Discuss …. (at least with me )
  4. 4. WHY APPS HELP … MEERKATING BEHAVIOUR!
  5. 5. WE ARE A NATION OF SCREEN ADDICTS Laptop Tablet 77% 17% Games Console 46% Ereader Smart Smart TV 22% 6% phone 51% UM Research & Insight | Microsoft | September 2012 Source: Screen Time Base: Adults
  6. 6. DEVICES REFLECT NEEDS Tablets 75% are better 65% for…. Having Fun Info Reading Relaxing 55% Ward-off Learning boredom Research Games 45% Socialising Creativity Smart- 35% Organising Navigation phone Purchases s are 25% better for…. 15% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70% 75% UM Research & Insight | Microsoft | September 2012 Source: Wave Base: Adults
  7. 7. DEVICES HAVE PERSONALITIES Informative Entertaining Personal Fun Trustworthy Relaxing Stylish Innovative The The The The Wizard Sage Everyman Lover UM Research & Insight | Microsoft | September 2012 Source: Screen Time Base: Adults
  8. 8. ONE SCREEN IS NOT KING Laptop 69% Owners who use device while watching TV… Smart Tablet phone 70% 75% UM Research & Insight | Microsoft | September 2012 Source: Screen Time Base: Device Owners
  9. 9. IMMERSIVE APPS ALLOW PARTICIPATION 4% Downloaded App. and played along at home 5.4M game plays 12% conversion 1M downloads 18M live claps/boos. UM Research & Insight | Microsoft | September 2012 Source: Channel 4 and ITV
  10. 10. DEEPER LEVELS OF ENGAGEMENT EVER Apps & TV Facebook Website Games UM Research & Insight | Microsoft | September 2012
  11. 11. Philippa Snare #Filleepa psnare@Microsoft.comCheck out www.zipapp.co.uk

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