4. Consumer (R)evolution
Personalized
Anywhere,
Anytime
Pre-PC Era PC Era Internet Era Consumer Era
(1980) (1995) (2000) (Today+)
Informed
Choice
Connected
5. Facebook:
100M
9 months
iPod Internet TV Radio
3 years 4 years 13 38 years
years
50
45
40
MILLIONS OF USERS
35
30
25
20
15
10
5
6.
7. Seismic Shift calling for New Marketing
Broadcast
> Interactive
Single platform
> Multiple Media Platforms
Publisher Timetable
> My Timetable
Passive
> Engaged
Mass
> Targeted
Interrupt
> Relevant
Advertiser Control
> Consumer Control
30 Seconds
> Extended time
10. Opportunities for Future Marketeers
1. Market Dilemna
2. Rise of Multi-Taskers
3. CMO Priorities
4. Targetting
11. The Marketer’s Dilemma
How do you manage:
• The changing media landscape?
• Evolving consumer needs and behaviour?
• Measuring success?
• Fragmenting audiences?
• Breaking through the clutter?
13. We’re not in the business of
keeping the media companies
Traditional Media Spend alive. We’re in the business of
1996: 55% connecting with consumers.
2006: 33%
Trevor Edwards
CVP Global Brand and Category
Management, Nike
Nike
14. Opportunities for Future Marketeers
1. Market Dilemna
2. Rise of Multi-Taskers
3. CMO Priorities
4. Targetting
15. The Rise of Media Multi-taskers
• 2 out of 3 European internet users • The number of media multi-taskers
use the internet whilst watching TV will increase as netbook and laptop
penetration grows
• Men and women equally are
media multi-taskers • TV and internet can converge perfectly
offering much deeper engagement
• More people are surfing the internet Used in combination can increase
during TV commercial breaks purchasing intent by up to 50%
SOURCE: MEET EUROPE’S MEDIA MULTI-TASKERS
“THE RISE OF SIMULTANEOUS TV AND INTERNET CONSUMPTION ACROSS EUROPE”
16. Europe's multi-taskers
• Usage of the Internet whilst also watching TV is now very much a mainstream
activity
Source: Media meshing - UK, FR, DE, ES, IT, DK, BE
17. What are they doing whilst watching TV?
Source: Media meshing - UK, FR, DE, ES, IT, DK, BE
18. Opportunities for Future Marketeers
1. Market Dilemna
2. Rise of Multi-Taskers
3. CMO Priorities
4. Targetting
19. Top CMO Challenges
53% 1. Quantify & measure the value of marketing investments
46% 2. Grow customer knowledge, insight & conversations
3. Upgrading the efficiency & effectiveness of the
43% marketing organization
Source: CMO Council Marketing Outlook 2009
20. The opportunity…
Marketers need to track,
&measure
react as never before.
To
&
connect
integrate
marketing across all media.
22. A Unique Portfolio of Media Assets
167 million users
in Europe per month
WL Hotmail WL Messenger WL Sharing MSN Bing Office Online
No.1 Portal
No.1 email service No.1 73million users 80 million users 17 million
messenger service in Europe per month European pro’s per
in Europe per month
month
Over
119 million users
in Europe per month
121 million users 113 million users
in Europe per month in Europe per month
Microsoft Media Network Microsoft Mobile Media Microsoft Gaming Media
Xbox LIVE
Premium inventory from 36 million
300 of the Web’s 90+ active users
top publishers partnerships who have
with mobile spent
carriers in 15 billion
48 markets hours
interactive
worldwide
Over
Massive (in
19.4 million game ads)
Unique Users Over
every month 5.5 million
gamers
playing
59+ titles in
Europe
Source comScore Q4/09 – European Monthly Average/ comScore M:Metrics, average ending December/Microsoft Internal
23. Opportunities for Future Marketeers
1. Market Dilemna
2. Rise of Multi-Taskers
3. CMO Priorities
4. Targetting
24. We offer technologies to target the right audiences
at the right time, in the right place
26. Xbox LIVE on Windows Phone 7
Launch
10 th November
26
27. Kinect changes the way we see entertainment & games
Games
Interface/Entertainment
Recognizes: Movements, voices, facial expressions
27
Communication
28. Kinect : Offer on November 10
Sensor Kinect Xbox 360™ Xbox 360 4Gb Kinect Xbox 360 250Gb Kinect
ERP : 149€ ERP : 299€ ERP : 349€
28
30. Kinect: 3rd Party games for launch window
•
• Nine 3rd party titles due at
Nine 3rd party titles due at launch
*Dance Central launch
is 2nd Party
*Dance Central is 2nd Party
• Fifteen due by Christmas 2010
• • Fifteen due by Christmas
Varity of genres 2010
• Dance
• Sports
• • Varity of genres
Racing
•
• Fitness Dance
•
• Family Sports
•
• Party Racing
• Fitness
• Family
• Party
30
33. Kinnect Case: Parallel engagement through
offline and online
Kinect Loft
Brussels
November
October
MIC
E3 – Cirque du Mons
Soleil
Fiesta Latina
Los Angeles
Brussels
Septembre
August
July
September Brandialog /
DH
Awareness
Trial Xbox Elite Team Facebook
MSN Kinect.me Blog Xet360.be Fan Page
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