Daniel Sumner
Developer & Platform Evangelism
Digital
Microsoft
dsumner@microsoft.com
Marketing
Innovation

About DPE...
Engagement
Launch
Market Early
Market Execution
Preparation Deployments
EPG, MCS, SMSP
DPE BizDev
Incubation
Product Launch
Life Cycle
DPE continues with support
For Incubation activities - fill
Gaps to help momentum

“Because the purpose of business is to
create a customer, the business enterprise
has two – and only two –basic functions:
marketing and innovation.”
– Peter Drucker

engage
attract excite
The Essence of Marketing

We’re not in the business
of keeping the media
1996: 55% We’re in
companies alive.
2006: 33% connecting
the business of
with consumers.
- Trevor Edwards
CVP Global Brand and Category
Management, Nike
Nike

The 25 companies that spent the
most on advertising over the last
five years cut their spending last
year in traditional media by about
$767 million. And in the first half
of this year, those companies
decreased their media spending an
additional 3 percent, or $446
million, to $14.53 billion . . .
--Advertising Age and TNS Media Intelligence
A Dramatic Shift

WW advertising spend Hours spent on media per week
1
Magazine
Radio $38bn
Internet $45bn
Direct Marketing 2
Magazines $56bn
Newspaper 2
Newspapers $127bn
3
Books
Television $180bn Radio/music 7
TV 19
DM $183bn
Internet/games 32
Digital lags television for a reason…

December 2007 “The Gen Y Design Guide”
Gen Yers Are Content Creators
© 2007, Forrester Research, Inc. Reproduction Prohibited

They are plugged in
•
TV isn’t King
•
Work isn’t their whole world
•
They care about what friends think (not your ad)
•
They are socially conscious
•
Sarah Perez, ReadWriteWeb May 15th
2008
Gen Y

Transactional Relationship Collaborative
Marketing Marketing Marketing
Value is associated with a Value is associated with Value is associated with
View of value
company’s offering. customer relationships. experiences. Maximize
Maximize value in Maximize lifetime value of value of co-created
exchanges relationships experiences
Place where value is exchanged between customers and Market as a forum
View of market
the firm. Market is separate from the value creation where value is co-
process created through
interaction and dialogue
Passive buyers to be Portfolio of relationships to Prosumers – active
Role of customer
targeted with offerings be cultivated participants in value co-
creation
Define and create value for Attract, develop, and retain Engage customers in
Role of firm
consumers profitable customers defining and co-creating
unique value
Survey customers to elicit Observe customers and Active dialogue with
Nature of Customer
needs and solicit feedback learn adaptively about customers and
Interaction
customers communities
Source: Mohan Sawhney, Kellogg School of Management
New Marketing Model

relevant
informational transactional personal interactive
social
The Web is Your Reflection

Web
ERP / Mobile
CRM
Ad POS
Systems
Mobile
Web
Community
ERP / CRM
POS
Community
Ads
Building a Marketing Platform

Audience Reach
Touchpoints
Design and Development
Analytics / Decisions
Infrastructure
Technology Stack

Audience Reach
Touchpoints
Design and Development
Analytics / Decisions
Infrastructure
Technology Stack

Create adaptive Web sites
•
Engage Online Communities – Going Social
•
Create more consistent, relevant experiences
•
BI and Real-time analytics
•
Reach the right audience with the right ROI
•
What we can do today . . .

Wine.com
Facebook
Reach Measure
Build
Volvo Xbox.com
Audience Reach: Engage Online Communities

Audience Reach
Touchpoints
Design and Development
Analytics / Decisions
Infrastructure
Technology Stack

Silverlight
HTML
Increasing Reach
AJAX
Win
Forms
WPF
Increasing Richness
Where Silverlight Fits

Demos : Silverlight – Fox Movies & Woodgrove Financial

Silverlight - Live

Silverlight :DeepZoom

Find & Locate
Rich Media Identity &
Store & Share Communicate &
Experiences Authentication
Stay Connected
Service APIs & Controls
Spaces Photos Live Search
Silverlight IM & Presence Live ID
Streaming
Alerts
Contacts Virtual Earth
Simple & Consistent Terms of Use
Training & Support Service Level Agreements Flexible Monetization
Windows Live Platform Services: Demo

Demos: Live Platform

Demo:Live Mesh

Popfly

Photosynth

Touch points

Audience Reach
Touchpoints
Design and Development
Analytics / Decisions
Infrastructure
Just the start...
Technology Stack

Think beyond the Web site
•
Data: the new currency
•
Build a bridge between IT and Marketing
•
Microsoft wants to be your platform partner
•
• Broadest platform: Ads to Infrastructure
• Works with what you have
In Closing…