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In an age of product abundance, it’s more important than ever to have a strong brand to differentiate your company, product or service. Emancipated consumers powered by the internet are in control, participate and co-create brands. Thriving with your brand in this challenging environment requires re-thinking a couple of things: the marketing model, your platform approach, media and your brand assets.
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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
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© Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 4
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© Microsoft Corporation 2008 | CMG | Global Marketing Group 5
Source: GroupM Forecasts, Dec 2006; KR & NZ: Universal McCann Estimates Apr 2008
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Source: The Fournaise Marketing Group’s 2007 Global Marketing Effectiveness Report
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© Microsoft Corporation 2008 | CMG | Global Marketing Group 8
“The traditional AIDA funnel has become a sea of complexity”
Source: Forrester Research
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© Microsoft Corporation 2008 | CMG | Global Marketing Group 9
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Source: http://bbdolab.typepad.com/the_lab/2006/10/generation_c.html
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© Microsoft Corporation 2008 | CMG | Global Marketing Group 11
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© Microsoft Corporation 2008 | CMG | Global Marketing Group 12
Source: Mohan Sawhney, Kellogg School of Management
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Source: AvenueA Razorfish :: Showreel
e.g. http://www.audi.com/a4globaldrives
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© 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
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3 September 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group 26
Source: MSN, Online Ad Effectiveness – Aggregated European Average - 200 Euro Campaigns
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22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 29
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22 May 2008 Slide 31© Microsoft Corporation 2008 | CMG | Global Marketing Group
22 May 2008 Slide 32© Microsoft Corporation 2008 | CMG | Global Marketing Group
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© 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
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© Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 35
Source: Enquiro Search Solutions Inc, July 2007
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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
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© 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
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41© Microsoft Corporation 2008 | CMG | Global Marketing Group
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Source: Millard & Brown, Dynamic Logic
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http://wonderactive.jp/award/nike/kimewaza/index_e.html
http://nike.msn.co.jp/
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Source: ANA August 2008
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