the 4 p's are dead !
Post on 12-Jan-2015
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Are the 4 P’s Dead ?
David Merzel
Country Manager Retail Sales & MarketingMicrosoft BeLux
Blog: davidmerzel.wordpress.comXbox 360 : MazalchiefTwitter : @davidmerzel
Pre-PC Era(1980)
PC Era(1995)
Internet Era
(2000)
Consumer Era(Today+)
Welcome to the New Consumer Era !
Connected
Informed Choice
Personalized
Anywhere, Anytime
50
45
40
35
30
25
20
15
10
MIL
LIO
NS
OF
USE
RS
Radio 38 years
TV 13 years
Internet
4 years
iPod3 years
Facebook: 100M 9 months
5
Adoption of New Technologies, never been so Fast.
Generation Zo Control the informationo Personal brandingo Online Reputation Management
Internet of PeopleoSocial search > Web searchoTwitter = new mail
Mobile everywhereoBOOM of Internet mobileo# mobile surfers > desktop users
The New Generation Z is coming !
4 P’s Marketing are dead ?
Co-Created
Solutions
Customisable Value
Convenience Communication
Consumer
8
Seismic Shift calling for New Marketing
Passive Engaged>
Interrupt Relevant>Mass Targeted>
Broadcast Interactive>
30 Seconds Extended time>Advertiser Control Consumer Control>
Publisher Timetable My Timetable>Single platform Multiple Media Platforms>
Kinect changes the way we see entertainment & games
Interface/Entertainment
Communication
Recognizes: Movements, voices, facial expressions
Games
CHANGE THE WAY PEOPLE SEE GAMING & ENTERTAINMENT
13
CAPTURE A BROADER CASUAL GAMING AUDIENCE
14
WITHOUT LOSING OUR CORE
How to get our consumer audience enchanted ?
Consumer Awareness
Consumer Trial
Consumer Engagement
Kinect LOFT
Kinect LOFT
Advertising as we known it.
Channels you create and control.
People talking about your brand.
Fans/likesOnline games
Product review sites
Shopping sitesForumsBlogs
Coke and Gamification
Increased agreement Brand Love statements
700
100Messenge
r GameTV
1. Determine your audience
Objective: • To build ‘brand love’
among 16-19 year olds
1. Determine your audienceResults: • Impact on ‘brand love’
over 7 times that of TV• Over 915k game plays• 3.6m impressions on
Xbox Live
Solution: • Teen consumers invited to
participate in the Happiness Factory through social media and gaming (WLMessenger Game and Xbox Live Dashboard)
Dare to be remarkable !
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