1TheMicrosoftStoreExpansionStoryJensReisswig,Arvato
2TheMicrosoftStoreSuccessStory1 Localisation2 Brand Awareness3 Direct Response
3StatusCountryExpansionRoll-Outuntil2012:United KingdomCanadaAustraliaGermanyFranceBrazilNorwaySwedenNetherlandsDenmarkSwi...
4Preparingyourbrandformarketentry• Getting a brand ready for market expansion, thethings you need to know;• Customers• Com...
51 Localisation2 Brand Awareness3 Direct ResponseTheMicrosoftStoreSuccessStory
6BrandAwarenessGrowing the brand and sales in Russia
7ProductspromotedincampaignWe promote Windows, Office, Surface & Developer products in Russia
8Approach
9YouTube-Resultsover3mothsImpressions - 24 MillionNumber of unique viewers of ad - 4,983,811Frequency - < 3 times
10250%GrowthinBrandAwarenessBrand Impressions growth on Yandex
11TheMicrosoftStoreSuccessStory1 Localisation2 Brand Awareness3 Direct Response
12DirectResponseMaximising the revenue potential of the ‘Office for Mac’ productrange on a global scale
13Connectingwiththe‘OfficeforMac’customer
14Approach
15Approach• We created a regional Search Interest Map• We ran targeted campaigns using message variations by tonality, tim...
16Uplift
17‘OfficeforMac’Results
18Takeaways• Think global, act local!• Localise and optimise ads & campaignsto increase conversion-rates• Search and displ...
19Leading search and display specialistdriving a step change in performanceBest Use of MobileGrand Prix Award Innovation i...
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Net Media Planet - Going Global event - The Microsoft Store Success Story - May 2013

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Net Media Planet - Going Global event - The Microsoft Store Success Story - May 2013

  1. 1. 1TheMicrosoftStoreExpansionStoryJensReisswig,Arvato
  2. 2. 2TheMicrosoftStoreSuccessStory1 Localisation2 Brand Awareness3 Direct Response
  3. 3. 3StatusCountryExpansionRoll-Outuntil2012:United KingdomCanadaAustraliaGermanyFranceBrazilNorwaySwedenNetherlandsDenmarkSwitzerlandItalyRussiaBelgiumSpainFinlandIrelandAustriaNew ZealandRoll-OutQ1/2013:MexicoSingaporePolandCzech RepublicLuxembourgHungaryGreecePortugalRoll-OutQ2/2013:KoreaChina*South AfricaTaiwanChileIndiaIsraelArgentinaUnited Arab EmiratesColombiaTurkeySaudi ArabiaMalaysiaThailandPhilippinesIndonesiaVenezuelaCosta RicaSlovakiaPeruKuwaitHong KongJapan*+ 19 countries+ 8 countries+ 23 countriesDemand Generation
  4. 4. 4Preparingyourbrandformarketentry• Getting a brand ready for market expansion, thethings you need to know;• Customers• Competitors• Operations:• Language (consider countries with more than 1 language)• Currency• Shipping (ESD vs. physical box product)• Payment methods (big differences, e.g. US compared toBrazil)• Different look & feel of websites (Europe vs. Asia)
  5. 5. 51 Localisation2 Brand Awareness3 Direct ResponseTheMicrosoftStoreSuccessStory
  6. 6. 6BrandAwarenessGrowing the brand and sales in Russia
  7. 7. 7ProductspromotedincampaignWe promote Windows, Office, Surface & Developer products in Russia
  8. 8. 8Approach
  9. 9. 9YouTube-Resultsover3mothsImpressions - 24 MillionNumber of unique viewers of ad - 4,983,811Frequency - < 3 times
  10. 10. 10250%GrowthinBrandAwarenessBrand Impressions growth on Yandex
  11. 11. 11TheMicrosoftStoreSuccessStory1 Localisation2 Brand Awareness3 Direct Response
  12. 12. 12DirectResponseMaximising the revenue potential of the ‘Office for Mac’ productrange on a global scale
  13. 13. 13Connectingwiththe‘OfficeforMac’customer
  14. 14. 14Approach
  15. 15. 15Approach• We created a regional Search Interest Map• We ran targeted campaigns using message variations by tonality, time ofday and geography
  16. 16. 16Uplift
  17. 17. 17‘OfficeforMac’Results
  18. 18. 18Takeaways• Think global, act local!• Localise and optimise ads & campaignsto increase conversion-rates• Search and display provide immediacyand effectiveness• People can be similar internationally
  19. 19. 19Leading search and display specialistdriving a step change in performanceBest Use of MobileGrand Prix Award Innovation in PPC Best Use of Mobile

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