1. DIGITAL SOLUTIONS
MULTI-CHANNEL MARKETING
INCREASING CAMPAIGN EFFECTIVENESS THROUGH AN INTEGRATED MARKETING PLATFORM

2. AGENDA
Consumer Experience
Digital Landscape
Value Proposition
Solution Architecture
Solution Components
Customer References
DIGITAL SOLUTIONS
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3. New Digital Lifestyles
Devices Channels Content
• Migration of content to digital devices • Interaction with users through applications, • Rapid expansion of digital content and
• Growing number of device types and form factors branded sites, off-site presence, advertising formats across all platforms
and community engagement • Emerging hybrid formats – convergence
• Users expect a seamless experience across
devices • Growing user acceptance of new online of ads, content and applications
media channels
DIGITAL SOLUTIONS
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4. I want…
“…the freedom to interact with a
“…brands to understand me”
brand anytime, any place”
Increase campaign effectiveness and customer loyalty by enabling the centralized
management, distribution and optimization of messaging across channels
DIGITAL SOLUTIONS
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5. MOBILE & WIFI ENABLED
DEVICE APPLICATIONS SOCIAL, COMMUNITY &
NEW MEDIA CHANNELS
MOBILE & WIFI ENABLED
DEVICE APPLICATIONS “Wow that is a nice
laptop, and a great
“I’ll bet some of my offer!” CORPORATE, BRAND &
online friends would be MICRO SITES
interested in this deal”
“Great, I can get the same
deal on the Contoso
website. I’m buying it”
EVENT & INSTORE KIOSKS
“This is a cool laptop –
and there’s a mobile
enabled coupon” CLIENT APPLICATIONS
“I could use some help
with my new purchase…”
Consistent and timely experiences across all channels
driven by campaign strategy, plans and schedules
DIGITAL SOLUTIONS
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6. I want the freedom to interact with a brand anytime, anyplace
Synchronized and Relevant Experiences Across Channels
Mobile & Wi-Fi Enabled
Device Applications
Mobile and Wi-Fi enabled
device applications connect
customers to a brand and
campaigns when on the move
Event & In-Store Kiosks
Event location and in-store
kiosks engage and excite Social, Community &
consumers when living offline,
providing an entry point into a
New Media Channels
brand’s digital experience (e.g., Users self promote product offerings
distribute promotional or through their online communities and
informational offers straight social networks. Campaign driven
onto mobile devices via Surface messaging is delivered and consumer
or other touch devices) sentiment monitored across all digital
channels
DIGITAL SOLUTIONS
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7. I want the freedom to interact with a brand anytime, anyplace
Synchronized and Relevant Experiences Across Channels
Client Applications
Client applications deepen relationships and loyalty
by providing rich, on brand experiences that satisfy
the wants and needs of consumers
Corporate, Brand & Micro Sites
Friends shop for socially promoted products on
owned and partner shopping sites where the
messaging content is tightly aligned with campaign
objectives, goals and performance
DIGITAL SOLUTIONS
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8. “Where is the nearest store
I can purchase a laptop?”
“I need to research “I just bought this new
a new laptop” laptop and it’s fantastic!”
“Is my current computer
Windows 7 ready?”
“Now I really need an
external hard drive to
backup all my stuff”
Dynamic campaign messaging, offers and incentives
relate to a single customer identity across channels
DIGITAL SOLUTIONS
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9. I want brands to understand me
Meaningful and 2-Way Customer Relationships
Help Consumers Decide
Respond to Consumer
Demands
Guide the Way
“Where is the nearest
store I can purchase my
new laptop?”
“I need to do some
research on a new laptop” “Find the nearest
Contoso entertainment
“Try our research helper to store and get directions
“Is my current computer make sure you get the best through your phone”
Windows 7 ready?” laptop for your budget”
“Try our Windows 7
Upgrade Advisor”
DIGITAL SOLUTIONS
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10. I want brands to understand me
Meaningful and 2-Way Customer Relationships
Upsell and Reward Loyalty
Exceed Expectations
“I just bought this new
laptop and it’s fantastic!”
“How else can we help
you get the most out of “Now I really need an external
your new laptop?” hard drive to back up all my stuff”
“All of our customers receive
a 25% discount on external
hard drives”
DIGITAL SOLUTIONS
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11. Technology Driven Innovation
Digital Marketing Product Management
Data Intelligence & Insights
DIGITAL SOLUTIONS
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12. Solution Scenario Landscape
Personalized
Experiences
Delivery of data driven and
customized user experiences
Audience Targeting Rich Media Delivery
Enabling audience based media buys Maximize the return on media assets by
providing high quality experiences
Multi-Channel Marketing Content Publishing
Increasing campaign effectiveness through an Efficient delivery of compelling editorial
integrated marketing platform content across channels and devices
DIGITAL SOLUTIONS
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13. VALUE PROPOSITION
Disparate Customer Interactions
 Disconnected customer experiences
 Inability to measure and adjust campaigns for improved performance
 One-way messaging and customer relationships
Integrated Messaging
Across Channels
Synchronized Messaging
Cohesive and
Coordinated and consistent customer Relevant Customer
engagement across channels
Experiences
Real Time Optimization
Increased
Rapid alignment of messaging across
all channels as related to campaign
Campaign
objectives and goals Effectiveness
Customer Awareness
Capture customer feedback and 2-Way Marketing
sentiment via multiple touch points
DIGITAL SOLUTIONS
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14. INTEGRATED MESSAGING ACROSS CHANNELS
1
1. Define and manage channel-specific templates for marketing content and customer experiences
2
2. Authoring and flight scheduling of campaign creative/content across owned and off-site properties
3
3. Campaign creative/content deployment as per specified flight schedules
4
4. Centralized delivery and deprecation of creative/content across Syndication
channels and devices Conversations
Communities
5
5. Integrated configuration, management, deployment and Advertising
monitoring of web site and client applications Web Sites
6
6. Monitor, collect and organize data related to customer
sentiments and engagement behavior
Applications
5 4
Application Multi-Channel
Personalized Management Content Delivery
Experiences
2 3 6
Rich Media Content
Campaign Engagement
Delivery Authoring
Publication Monitoring
& Scheduling
Audience
Targeting 1
Channel Template Definition
CMS
Campaign Plan,
CAMPAIGN WORKFLOW Objectives, Target
Creative/Content Segments
Production
DAM/CAM
CUSTOMER & CAMPAIGN INTELLIGENCE
DIGITAL SOLUTIONS
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15. SOLUTION ARCHITECTURE
TV
Application Management Multi-Channel Content Delivery
PC
Client downloads & updates, application
& configuration management, data Mobile
protection & recovery, application & Content delivery, rendering and deprecation services, web/client
infrastructure monitoring application services, conversation response
In-Store
Content Authoring & Scheduling Campaign Publication
Automated processes for transforming and
Engagement Monitoring
Campaign channel coordination, creative/content deploying published content to the content 3rd Party Analytics & Monitoring
authoring , flight scheduling delivery infrastructure
Silverlight Analytics Framework
Channel Template Definition Interaction management & monitoring,
analytics, social media monitoring
Creation of channel-specific templates for content authoring and management,
implementation of UX/consumer experiences
CMS
CAMPAIGN WORKFLOW
Creative/Content
Production
DAM/CAM
CUSTOMER & CAMPAIGN INTELLIGENCE
DIGITAL SOLUTIONS
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16. CHANNEL TEMPLATE DEFINITION
Content Authoring MCM Platform
& Scheduling Developer
Layout Template Definitions Content Experience Implementations
Define channel-specific experiences for rendering content on the client
Define channel-specific templates for enabling the authoring,
layout and publication of campaign content Visual Styles Layout & Interaction
• Provide placeholders for marketers to insert content elements Branding & styling definitions; Implement content consumption
and reusable modules common elements (navigation, experiences
search, analytics, ad units). • Client-side UI elements for
• Set content authoring capabilities & restrictions definitions
(i.e., what can be authored on template) Web Pages: Page Styling representing CMS layout
Master pages and CSS definitions sections
• Provide content shopping tools (browsing, searching, viewing
and selecting from existing in-house or agency created assets) • Client content requests
Client Application: Skinning
• Enable repurposing of selected content assets to adapt them XAML styling definitions and • Mapping of retrieved content to
to target channels themes UI elements
Common Information Architecture
Define underlying CMS structure for storing centralized definitions of content layouts, metadata taxonomy, and channel definitions
Content Structure Definitions Content Storage Repositories
• Channel specific attributes • Create layout template definition library
• Content layouts and taxonomies • Create library for storing content experiences and styling
• Data structure for storing layout elements definitions
DAM
CMS
DIGITAL SOLUTIONS
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17. CONTENT AUTHORING AND SCHEDULING
Channel Template Channel-Specific
Definition Content Templates
Partner
Campaign Content Authoring and Scheduling Solutions
Channel Coordination
Select channel-specific template for content layout composition
Content Authoring Creative/Content Asset Selection & Adaptation Flight Scheduling Approval
Produce campaign • Browse, search for, view, and select content Set content Campaign owners Campaign
messaging and and media assets from Content Storage and template “go-live” review & approve
marketing copy assign to placeholders in layout template and expiration messaging content
Publication
within chosen • Modify content elements as appropriate for timelines as per
template target delivery channel campaign schedule
Content Authoring Workflow
Flexible and customizable campaign content authoring workflows (parallel and serial)
Marketer
Content Storage
Asset Libraries Structured Content
Creative/Content
Production Video, images, audio, Written copy, tabular data, page element
Creative/content and rich asset meta-data 1 content, content meta-data , template
media asset creation repositories, flight schedules
(creative/digital agency)
DAM/CAM CMS
1 Large scale DAM/CAM needs likely served by specialty partner offerings
DIGITAL SOLUTIONS
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18. CAMPAIGN PUBLICATION
Rich Media
Multi-Channel Content Delivery
Delivery
Campaign Content Publication Media Publishing
Controlled Publishing & Content Deployment Rich Media
Content deployed to Content Delivery Infrastructure (i.e., “Go-Live” Publish media assets to Content Delivery
campaign content templates deployed into live production environment Infrastructure:
where content is ready for delivery to UX/consumer experiences) • Extract media asset references from
content articles in CMS, using SharePoint
Content Transformation APIs
Convert content elements defined in completed layout templates to • Launch media preparation and
publishing formats (as required by the Content Delivery Infrastructure deployment processes
and UX/consumer experience content requests):
• Extract snapshot of content elements from SharePoint CMS (using
SharePoint API’s)
• Transform and save content elements to staging environment for
content deployment and delivery
• Content translation (e.g., device-specific variations, multi-language UI)
Content Storage
Publication Schedule
Content
Authoring Timeline specific instances of authored and approved content templates
awaiting publication as per campaign channel schedules and flight dates
& Scheduling
DAM
CMS
DIGITAL SOLUTIONS
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19. MULTI-CHANNEL CONTENT DELIVERY
Content Experiences
Web & Mobile Sites, Rich Internet
Applications (Browser Based) Client and Mobile Applications Syndication 3rd Party Sites
• Page requests Content requests from stand-alone marketer applications that
• Asynchronous content requests run on the client
from client-side script and • Device aware applications exploit device capabilities, when
Silverlight components available (e.g. touch, gestures, pen input, etc.)
• Device-specific applications target a specific device platform
Content Delivery Infrastructure
Off-Site Content
Web Application Serving Content Delivery Services Syndication Services Publishing Services
• Content delivery via a REST Content exposed by Content pushed by MCM
services façade in response to publishing platform to platform to off-site
Server-side web page and client requests syndication partners (RSS, properties using 3rd party
application processing • Exposure of SharePoint Client embeddable widgets) platform APIs
Rich Media Object Model via REST services
Delivery Published Content & Media
• Snapshot of published content data and media files
Personalized • Server-side exposure of SharePoint content template components & content via .NET objects
CMS
Experiences
Campaign
Publication
DIGITAL SOLUTIONS
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20. APPLICATION MANAGEMENT
Web Sites/Apps
Configuration & Deployment Administrator
Managed
Clients
Managed Client Applications
Client desktop configuration management, client application
deployment & updates Client Agent
Mobile Applications
Non-managed mobile application deployment & updates
Mobile Apps Non-Managed
Mobile App
“Marketplace” Client Apps
Server-Side Applications & Services Management
Non-managed client application & services deployment
& updates Client Application
Downloads &
Infrastructure & Server Management Server Updates
Multi-Channel
Configuration Management & Provisioning, Compliance, Content Delivery
Virtualization, Capacity Planning, Resource Optimization, Data Non-Managed Client
Protection & Recovery Application Management
Application Serving,
Content & Data Services
Health & Performance Monitoring Operator
Applications, Services & Server Infrastructure
Inside-out & outside-in (management pack plus
listener/subscriber for non-managed applications/services)
monitoring, Watson error collection & monitoring
DIGITAL SOLUTIONS
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21. ENGAGEMENT MONITORING
General Content User interaction Media Social Media
Metrics web analytics views (click analysis) quality Monitoring
Prepare Webpage Silverlight (In or Out of Browser) Web Server
Page Tracking Application Event Tracking Web Server Logging
Implement data Silverlight Analytics Framework
collection points
• Clear GIFs (pixel) • Applications call tracking service on • Configure web server to log
• JavaScript calls on specific app events desired HTTP request data
specific page events • Can use behaviors to associate collection
events with UI events
Gather
Collect data at
runtime
Publish UI and rich media events Log web server HTTP requests
Publish
Send HTTP Silverlight IIS Advanced
page
requests Analytics Framework 1 Logging Extension
events
Accumulate data
External Analytics
Social Media Providers Log files
Monitoring
1 Cache event data locally when offline; transmit when connected
DIGITAL SOLUTIONS
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The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market
conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.
MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.