digital branding

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group 2

www.bringtheloveback.com

3 September 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group 3

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 4

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group 5

Source: GroupM Forecasts, Dec 2006; KR & NZ: Universal McCann Estimates Apr 2008

3 September 2008 6© Microsoft Corporation 2008 | CMG | Global Marketing Group

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 7

Source: The Fournaise Marketing Group’s 2007 Global Marketing Effectiveness Report

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group 8

“The traditional AIDA funnel has become a sea of complexity”

Source: Forrester Research

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group 9

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 10

Source: http://bbdolab.typepad.com/the_lab/2006/10/generation_c.html

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group 11

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group 12

Source: Mohan Sawhney, Kellogg School of Management

3 September 2008 Slide 13© Microsoft Corporation 2008 | CMG | Global Marketing Group

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 14

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group 15

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 16

3 September 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 17

Source: AvenueA Razorfish :: Showreel

e.g. http://www.audi.com/a4globaldrives

3 September 2008

Slide 18© Microsoft Corporation 2008 | CMG | Global Marketing Group

3 September 2008

Slide 19© Microsoft Corporation 2008 | CMG | Global Marketing Group

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group 20

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group 21

22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 22

Source: Atlas Engagement Mapping Paper, 2008

Engagement Mapping is a flexible attribution model that enable advertisers to include many factors

In their Engagement ROI calculations

Source: Atlas DMT

3 September 2008 Slide 23© Microsoft Corporation 2008 | CMG | Global Marketing Group

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group 24

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 25

3 September 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group 26

Source: MSN, Online Ad Effectiveness – Aggregated European Average - 200 Euro Campaigns

3 September 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group 27

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 28

22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 29

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 30

22 May 2008 Slide 31© Microsoft Corporation 2008 | CMG | Global Marketing Group

22 May 2008 Slide 32© Microsoft Corporation 2008 | CMG | Global Marketing Group

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 33

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 34

% of APAC Netizens who searched for brand info at least once in a week

N = 9’180Respondents aged 15-40 Years across 8 Asia Pacific markets

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 35

Source: Enquiro Search Solutions Inc, July 2007

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 37

0%

10%

20%

30%

40%

50%

60%

70%

Control Side Sponsored Top Organic Listing Tops Sponsored Listing

Top Sponsored & Top Organic

None

Other

Test Brand

Source: Enquiro Search Solutions, Inc. July 2007

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 38

0%

10%

20%

30%

40%

50%

60%

70%

Side Sponsored Top Organic Listing Top Sponsored Top Sponsored & Top Organic

Other

Test Brand

Source: Enquiro Search Solutions, Inc. July 2007

x

1.5x

2.2x

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 39

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 40

3 September 2008

41© Microsoft Corporation 2008 | CMG | Global Marketing Group

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 42

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 43

Source: Millard & Brown, Dynamic Logic

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 44

http://wonderactive.jp/award/nike/kimewaza/index_e.html

http://nike.msn.co.jp/

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 45

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 46

Source: ANA August 2008

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group 47

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 48

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group 49

3 September 2008

© Microsoft Corporation 2008 | CMG | Global Marketing Group 50