3. 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.
6. 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
7. 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
8. 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
9. 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
10. 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
11. DEEPER LEVELS OF ENGAGEMENT EVER
Apps &
TV Facebook Website
Games
UM Research & Insight | Microsoft | September 2012
12. Philippa Snare
#Filleepa
psnare@Microsoft.com
Check out www.zipapp.co.uk
