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Marketing Is Dead

by Andrew Pickup on Aug 26, 2012

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Andrew Pickup, Chief Marketing Officer, Microsoft Asia-Pacific, argues that Marketing is not Dead, but technology trends are fundamentally undermining the traditional model.

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If you need to change the Title text on the main slides next, follow these steps.1. FIRST change the title on this slide but DON'T MOVE IT OR REPOSITION IT - just type your changes. After doing that, you will see that there is a 2nd text block that you CAN'T edit. We'll fix that now.2. Go to the ribbon menu at the top, click on the VIEW tab. Notice that "Normal" view is highlighted. CLICK on SLIDE MASTER which is just above Master Views.3. SECOND, Edit the title text on the slide master to match the title you changed in step 1.4. When done, click the Red x at the top of the ribbon menu to close the Master view. 5. Check the animation in show mode. It should work correctly -- title stays put while images slide in.Questions? Email maryfj
Good morning, it’s great to be here and to have the opportunity to share with you some of the key trends that are taking place in our industry, what challenges and opportunities they present to Microsoft and how we are evolving our brand to meet them.
The second area of change is in our choice of media.To be relevant to consumers – and to successfully position yourself as a brand – you need to be where consumers are.When we looked at where consumers where spending their time and compared it our media spend, we saw a big gap.In 2007, our CEO Steve Ballmer told the Association of American Advertising Agencies AnnualConference that by 2110 over 50% of our marketing communications would be delivered digitally. We achieved that target well before 2010 and now the vast majority of our media spend is digital.
Nowadays, when thinking about planning and executing a digital marketing campaign, we think in terms of 3 networks:PAID MEDIA. This is simply buying digital media space on other organizations networks.OWNED AND OPERATED MEDIA: This is media we own. It might be as simple a newsletter list, a website, a blog or (in the case of Microsoft) can be a fully-fledged media network in its own right. EARNED MEDIA: This is simply digital PR. This is media that is not paid for, but you “earn”. You do this by creating content of value e.g. a blog post, viral video etc that other choose to pass onto their social media community. Note the symbiotic relationship between the different types of media. The overall strategy is clearly to drive the paid and earned media audiences over to your owned and operated platforms.
I would now like to give you 3 real-life examples of campaigns that lever these three principles.The first of these is for Windows, our market-leading operating system.
I talks earlier about placing the user at the centre of our thinking.Well, the overall concept we used to launch this campaign was that 1bn users helped us to design Windows 7. We can make this claim because Windows has, by far, the largest community of users – now over 1.3bn – and (with the user’s permission) as our customers use the product, they provide information to Microsoft on an ongoing basis to create a safer, more secure and better product. Again, this is all about placing the user at the centre of our marketing strategy.
Now, traditionally, to launch a new product at Microsoft, we would create a website that included the feature, benefits and pricing/licencing options of the new version/With Windows 7, we decided to take a different approach.Instead, we dedicated an entire site on Microsoft.com solely to what users were saying – NOT us – about the product.So what we chose to do was simply aggregate and host the 2.9m comments about Windows 7 across the key social media sites like Facebook, Twitter, You Tube etc – and showcase that content.So much more powerful and credible than us simply saying “Windows 7 is great”
If you click into any user comment, you can go right to the actual Tweet or Facebook comment.
This proved so popular, we took it beyond Microsoft.com and onto other social media and traditional media sites.Agood example of integrating paid, owned and operated and earned media.
Finally, we need to spend more time and resources on users and, soecifically, enabling their communities.Consumers today are directly-connected not only to the brand, but also to each other (even if they do not know one another). A combination of low-cost smart devices, always-on Internet connectivity and a ubiquitous and free publishing platforms – like Facebook, Twitter - means that the user community is now more important than ever before. The balance of power is shifting from the brand to the community, and we need to evolve our strategy accordingly.Gradually, we have moved our focus above-the-line awareness advertising towards a deeper connection with users via communities and participating in an interactive dialogue. Overall we have to move from a focus on impressions to a focus on expressions.
The next example is for Windows Phone.As I said earlier, with Windows Phone we are the challenger brand, the market itself is currently dominated by Android and Apple.When you are a challenger brand, one of the easiest and quickest ways to position yourself as being worthy of purchase consideration is to compare yourself directly with the leader in the market. It’s not a new idea, but it can be highly-effective.This campaign is simple and cheap. It, again, places the user at the centre of the creative strategy.Take a look…
Such a simple idea it can translate easily across multiple geographies and cultures.The key to this campaign is the integration of social and PR to drive traffic to the user-generated content.
Finally, we need to spend more time and resources on users and, soecifically, enabling their communities.Consumers today are directly-connected not only to the brand, but also to each other (even if they do not know one another). A combination of low-cost smart devices, always-on Internet connectivity and a ubiquitous and free publishing platforms – like Facebook, Twitter - means that the user community is now more important than ever before. The balance of power is shifting from the brand to the community, and we need to evolve our strategy accordingly.Gradually, we have moved our focus above-the-line awareness advertising towards a deeper connection with users via communities and participating in an interactive dialogue. Overall we have to move from a focus on impressions to a focus on expressions.
The final example is Bing, our search product.Like the Windows Phone, we are not the leader in this market, that’s Google.So we need to bring something new and unique to the marketplace, which we are and we are making good progress.In this particular campaign, we were targeting younger search users, which is the fastest-growing segment of the marketplace.
Thinking about what is going on at a macro-level, Marketing is really now in its“3rd Act”.1950-70’s – Transaction marketing. This was the “Mad Men” (TV series) era, marketing existed primarily to drive demand the manufacturer’s products and services. The customer was a broad, mass segment, their role in the marketing process largely passive. Think of the Tide housewife  passive.1980-2000’s – era of “database/relationship marketing”. Customers were identified as individuals, profiled, targeted individually via direct mail, responses recorded and segmentation, target and messaging defined as a result. Reader’s Digest created this model, Dell defined it, Amazon mastered it. Customer now has a direct and interactive relationship with the brand.21st Century – customers are connected to each other, as well as the brand. They are “prosumers” – they want to be part of the marketing process itself from design, targeting, distribution etc. Smart companies will participate in an active dialogue with them and their communities.
Let me close by offering you my perspective on a winning formula for this new era.It all starts with great products and services. It’s an increasingly connected and transparent world. Your customers can share an opinion about your brand to a potential audience of ‘000’s in a few seconds from the palm of their hand. They can equally access ‘000’s of other’s opinions about your products and services in a fraction of a second via a search engine. So if you think that it you have a sub-standard product or service you are going to get away with it for long, forget it.You need strong agency relationships. There are some that argue that, with the advent of user-generated content, the role of agencies will diminish. Nonsense.The fragmentation of media has meant that the need for the “big idea” even more paramount (and valuable) than every before and you need specialist skills to manage and integrate it all.You need to execute your idea across owned, earned and paid media in a seamlessly integrated way. When you execute this well, like you saw from the Bing example, you create a “flywheel” effect, where your paid media, PR and social strategy amplify and magnify your message. When done right, you cannot see the join.Finally, you need to place the user at the centre of your strategy and execution. Today’s consumer is informed, connected, opinionated and powerful. Be open, honest, respectful and responsive, give them the opportunity to customize their experience of your brand.
Thanks for listening.

Marketing Is Dead Presentation Transcript

Source: “Marketing Is Dead”, Harvard Business Review, 9th August 2012
“Todays marketing model is broken.Were applying antiquated thinking and work systems to a new world of possibilities.“ Jim Stengel, CMO, Procter & Gamble
“Todays Chief Marketing Officers confront a painful reality: their traditional marketing model is beingchallenged, and they can foresee a day when it will no longer work”. McKinsey Quarterly
“Technology is shifting power away from the editors, the publishers, theestablishment, the media elite. Now it’s the people who are taking control” Rupert Murdoch
Time Spent Ad Spend 39% 31% 28% 26% 16% 13% 12% 9%Newspapers Radio TV Digital
“Over 50% of Microsoft’s marketing communications will be delivered via digital channels by 2010” Steve Ballmer, CEO, Microsoft2007 Association of American Advertising Agencies Conference
EarnedPaid Owned
Owned & Operated media Earned media Paid media
Smoked
Smoked
Transactional Relationship Collaborative Marketing Marketing Marketing Value is associated with a Value is associated with customer Value is associated with View of value company’s offering. Maximize value relationships. Maximize lifetime experiences. Maximize value in exchanges value of relationships of co-created experiences Place where value is exchanged between customers and the firm. Market Market as a forum where value is separate from the value creation process is co-created through View of market interaction and dialogue Passive buyers to be targeted with Portfolio of relationships to be Prosumers – active Role of customer offerings cultivated participants in value co- creation Define and create value for Attract, develop, and retain Engage customers in defining Role of firm consumers profitable customers and co-creating unique value Survey customers to elicit needs Observe customers and learn Active dialogue with customers Nature of Customer and solicit feedback adaptively about customers and communities InteractionSource: Mohan Sawhney, Kellogg School of Management
andrewpi@microsoft.comandrewpickupandrewpickup

Marketing Is Dead

by Andrew Pickup on Aug 26, 2012

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Marketing Is Dead Presentation Transcript

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