Presentation by Fiona Shanley, Director Marketing & Operations, Microsoft Schweiz, @ Executive Circle Summit December 2013, about enabling marketing in the age of the customer, advertising and trends.

1. The Age of the Customer
03 December 2013
Executive Circle Summit
Fiona Shanley, Director of Marketing and Operations

2. Changes in how we work
65% of
companies are
deploying at
least one social
software tool
80%
Rise of the social
customer
4
Average of
consumer
devices used
every day
44% of
84% of
organizations have
remote workers
of Fortune 500 companies will deploy new
mobile applications this year
consumers
complain via
social media
20% expect
a response
within 1 hour via
social media
Buyers today are over
of the way through the buying
cycle before they contact you
57%

3. >4.5 billion
>400 million
people on social
tweets per day about product,
services, and brands
>6.8 billion
on mobile
150
average number of times a
person checks their phone
each day

5. Mobile media use in Switzerland
Executive Circle Summit

6. Trends

7. Trends
Mobility
91%
of organizations
expect to spend
on mobile
devices in 2013
In 2013, mobile
devices will
outship PCs by
more than
2:1
and generate more
revenue than PCs
for the first time
85
BILLION
mobile apps
will be
downloaded
in 2012
Mobility
=
Data security concerns
Social
Social networking will
follow not just people
but also appliances,
devices and products
1/2 of
companies
expect to use
internal social
network apps
in 2013
Cloud
>80%distributed/ in
of new apps
2012 will be
deployed on clouds
The strategic focus
in the cloud
will shift
in 2013
from infrastructure
to application
platforms
34%
of CIOs say technology as a
service (cloud) will have the
most profound effect on IT
in the future
Big data
49% ofpriority for BI as the
CIOs rank
top project
2013
Total digital content will grow
48% from 2011
2/3 of mobile appsintegrate
developed in 2012 will
with analytics offerings
2.7
zettabytes
in 2012
32%
of businesse
are likely to
invest in BI
and analytics
in 2012

8. Enabling marketing in the Age of the Customer
Create great
experiences
Engage with
advertising
Reach mobile
consumers
Windows Store
Xbox SmartGlass
Manage an
effective org
Gain insights
from data

9. Differentiate
brands through
unique
customer
experiences
Create
engaging,
personal
advertising
Connect to
the mobile
consumer
Achieve
world-class
marketing
effectiveness
Gain customer
insights from
data

10. Differentiate brands through
unique customer experiences

11. A consistent experience, anywhere, on any device…
…with global scale and impact

13. Create engaging,
personal advertising

14. Create
engaging,
personal
advertising
Reach your audience through Advertising
More amazing consumer connections
Quality engagement at scale
PC Operating System
Our fastest growing
OS ever
Console + ServiceHub
The Home Media
with more than 40 MM
users, and 2B hrs/ mo.
WindowsVoice for
Video & Live
Messenger Users
280MM Loyal
MSN & inspire over
Reach
480MM engaged fans
monthly
Bing
Search that helps you
“do” with more
relevance and the
help of friends

15. Achieve world-class
marketing effectiveness

16. Achieve
world-class
marketing
effectiveness
Integrating your marketing management
Increasing ROMI with end-to-end systems and automation
Media planning
Topline Revenue
Catalog management
BUDGET MANAGEMENT
Segmentation
analysis
Pricing
and
promotion
Plan
Omni-channel sales
Execute
Marketing
resource
management
Digital asset
management
Event Planning
Multi-channel
campaign management
Analyze
CLOSED
LOOP
ROI
BEHAVIOR
ANALYSIS
SOCIAL
MARKETING
Loyalty
management
By 2014, companies that develop an Integrated Marketing Management strategy will
deliver a 50% higher Return on Marketing Investment (ROMI) than those who don't."
—Gartner, Inc., “Focus on Integrated Marketing Management”

19. People-first experience
designed to bring you
closer to your customers
Pervasive connections
and communications
inside and outside the
organization
Personal experiences
delivered across every
interaction and
engagement