microsoft on how technology empowers marketing at solvay
DESCRIPTION
How technology empowers the marketing - an advertiser point of view presented by Laurent Deramaix Microsoft AdvertisingTRANSCRIPT
We
Connect People to Brandsthrough creativity and technology
on a global scale
“By 2017 the CMO will Spend More on IT Than the CIO”
(Gartner, 2012)
How We Move Forward
Levels of research / purchased online
95% Researched for products and services online
86% Purchased products and services online
79% Researched products and services online and bought
offline
Weekly Media Consumption
Weekly Media Use - %/ percent point
95%
78% 76%66%
57%
96%87%
81%
65% 65%
TV Radio Internet Newspapers Magazines
EU 10
+12 -12 -132010 vs 2012 -2 -3
Total hours spent per week using each media
12,4
16,4
14,1
4,6 3,9
15,6 1513,6
4,5 3,8
Radio TV Internet Newspapers Magazines
EU 10
Hours spent per media
+0.6 -0.7 -0.22010 vs 2012 -1.6 -0.4
ConnectivityWireless Penetration - %
Belgium 87%
EU 85%
Broadband Penetration - %
Belgium 67%
EU 56%
+2 +11
Online daily by Device
73%
59%
49%
14%
Comput
er
Tablet
Mobile
Games
Console
58
%
24
%
2010
11% of shopping is
done online.
Who will connect the ecosystems?
Everyone’s a Storyteller
The New Face of Fun
The Presumergeneration
A Contextual World
SOCIAL
MOBILE
CLOUD
DEVICES BIG DATACONNEC-
TIVITY
You Centric
Research Transfer Down timeConnected
Use of a device
for deep
research and
transactions
Start task on
one device and
continue that
task on another
one
Use of multiple
devices in
primary and
secondary roles.
Use of a device
when
transitioning to
some place
temporary
Use of a device
to relax, unwind,
kill time, be
entertained, and
stay informed
Commute
Changing Behavior with Tablets
Using more frequently than before
Same as before
Using less frequently than before
Do not use it anymore
Impact of New Tablet Purchase on MediaPurchased a Tablet in Past 6 months (Q4 2011 n=1,297)
TV
Printed
Books
Printed
Newspaper
And areGettingBigger
Windows 7 Android iOS Mac
WEWorldwide
Units Since Launch of Windows 7 as of March 2012, IDC Microsoft Confidential
What Do Consumers Want?
Gaming Mobile Apps & HTML 5
Social Search & Local
Stores
Media Productivity
Across Life, Play, and Work
A No
Compromise
Experience
Add Win 8 AiA Sizzle Reel