microsoft ® application platform the future of doing business on the internet hilde rietveld...
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Microsoft® Application Platform
The future of doing business on the Internet
Hilde RietveldDigital Marketing Platform Group
November 10, 2010
Agenda
Business Drivers and Internet Trends
Microsoft Digital Marketing Solutions
Benefits Customer Experience
Online Business Trends
Today’s Internet Business Challenges
Connected
• Shift from offline to highly enriched multimedia websites
• Consumers connected through social media
• Informed = empowered consumer
Trends – Consumer Behavior
Interactive• Engage in online dialogues and content sharing
• Read unedited content (wikis, blogs, podcasts)
• Produce own content for personal use and online publishing
On the Move• Mobile devices • Any place, Any time, Any ware
Consumer behavior is changing: Consumers are online 24/7, well informed and highly interactive
…but customers changed to become more integrated and connected
Life used to be easy...
WebsiteBanner SearchBanner
Key changes for digital marketing:
1) Customer centricity - Customers and stakeholders expect a more personalized experience
2) Eco-system vs. Destination - Need to support an interactive dialogue with multiple players
As consumer behavior changes, so do their needs/expectations of their digital experience. They expect a personalized experience and interactive dialogue. As a result the marketing ecosystem has become more complex
Evolution of the Digital Landscape
Accelerating the shift to digital
• 40% of all retail spend is influenced by the Web
• 62% of marketers say that traditional advertising efforts are no longer as effective
• High income households use Internet more than TV
• On average 14-24 year olds have 20 online friends they’ve never met in person
53% of CMOs are striving to grow digital marketing capabilities36% of CMOs question the effectiveness of online presence42% of CMOs plan to change their Web agencyYet only 9% of CMOs plan to improve their relationship with the
CIO
source: https://www.mckinseyquarterly.com/Four_ways_to_get_more_value_from_digital_marketing_2556
Possible benefits shifting to digital
Agenda
Business Drivers and Internet Trends
Microsoft Digital Marketing Solutions
Internet Business Challenges
The Microsoft Digital Marketing Solutions
Digital Marketing Scenarios
Benefits Customer Experience
Internet Business ChallengesThe Way Businesses Want to Use the Internet Is Evolving
Dynamic and demanding digital marketing
Marketing spend was focused on traditional media
Marketing investments diverted to online channels
Businesses used the Web primarily as brochure ware
Web campaigns, transactions, and ads impact the top line
Site content was published centrally by Web masters or IT
Organizations want to delegate Web publishing to business users
Static content, navigation, and experiences were the norm
Rich experiences, fresh content, and communities drive loyalty
todaySimple and staticsite publishing
yesterday
Quickly deploy new capabilities to an already complex online infrastructure?
Give the business self-service while maintaining appropriate control?
Maximize existing technology investments?
How can we…IT Asks:
Attract more customers and partners?
Increase customer retention and loyalty?
Improve the ROI of our marketing spend?
Business asks:
How can we…
RevenueReach
Retention
Internet Business ChallengesBusinesses’ Web Needs Are Out of Balance with IT Realities
Microsoft Internet Business Vision
The Microsoft internet business vision will provide organizations with a foundation
for rich digital experiences that enables them to:
Improve customer experiences and broaden
their customer base
Effectively reach new customers and retain
existing customers
Offer their services across multiple media channels
Generate higher revenues by monetizing digital assets
CustomerExperience
Customer ScenariosHow the Microsoft Internet Business Platform Helps You
REACH RETENTION REVENUE
Ferrari.com Repubblica.it
Empower your people to reach
customers and partners
Streamline Web publishing
Optimize Internet search to attract a larger audience
Extend content and services to partner extranets
Build engaging personal and community
Web experiences Offer self-service to
partnersand customers
Foster online communities
Use personalization and targeting to grow loyalty
Grow revenue and control costs online Sell products or services
Monetize content through ads or subscriptions
Reduce Web infrastructure cost and complexity
Priceminister.co.uk
SharePoint For Internet SitesEase of Authoring
Compelling Experience
Familiar, Unified Platform
Live preview
Embedding rich media
ThemingEasy editing
Standards like XHTML, WCAG 2.0,
X-Browser
Visual scorecards
Detailed KPIs
Route for Approval
FAST Search For Internet SitesSearch driven experience
Adapt as interests change
Guide customers to actions that drive revenue
Featured Content
Visual Navigation
Original and Off-site Content
Social Content Rankings
Search-generatedTopic Page
Recommendations
Content sources triggers
A/B testing
Live preview
of change
s
Publishing controls
Dictionary lookup
Federated source
Results mixing
Agenda
Business Drivers and Internet Trends
Microsoft Digital Marketing Solutions
Benefits
Monetization Benefits
Benefits to IT
Customer Experience
i
Why choose MicrosoftSolutions to Help You Drive Reach, Retention, and Revenue
REACH
RETENTION
REVENUE
Empower your business toreach customers and partners
Connect people with the
information they want
Build engaging Webexperiences on a unified business platform
Shape personal and community experiences that create customer loyalty
Rapidly respond to your Internet business needs at a low cost
Equip your business to convert Web traffic into revenue
Monetization benefits
Significantly increased cross-sell and up-sell activities, for generating more revenue
• Increased number of unique visitors, improved click-
through, and online conversion rates
Content is delivered over multiple mediums, brands, and locales
Focused marketing and advertising of products and services
Benefits to IT
Tools centralized and integrated to enable IT to more effectively manage and secure the enterprise platform
IT enabled to build compelling Web sites to provide rich customer experiences
• Reduced IT burden and lower IT support costs
• Improved deployment and configuration process for
new tools and technologies
• IT infrastructure can scale and extend with rapid
changes in business
Accelerated time to market
Flexibility to expand content and user experience
Agenda
Business Drivers and Internet Trends
Microsoft Digital Marketing Solutions
Benefits Customer Experience
Dieter Haerens COO
van Mediafin
© 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
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.