[MShow] How Digital Technology is changing how media engages the consumer

Katherine Roderick

What can a platform do for you? The IT geeks sitting in your basement are going to be more relevant to business. Microsoft has traditionally spoken to the IT department, it now wants to talk more to marketing. Remember: every time a user interacts with your platform, it is a marketing interaction.

Technology is putting the power with the consumer.

The essence of marketing has not changed: You want to attract, engage and excite your customer.

You want people to become evangelists for your product. The question is, can you take it to the excite level, and still have a business model?

Case Study: Nike

The swoosh has gone everywhere. Their video commercials are personalized to your region. Nike was the first company to introduce Nike ID, which allows users to create customized product (trainers, clothes) and allows them to buy the product. Also allowed designs to be critiqued.

In 1996 Nike spent 55% of its advertising budget on traditional media. In 2006 this changed to 33% .

“Nike is not in the business of keeping media companies alive. We are in business of connecting with customers.”

We are fast moving away from passive to active consumer. Consumers want a relationship with the company. Previously, consumers were surveyed. Today, there is a dialogue happening.

This interaction is all based on software.

Marketers need to start thinking in different ways: need technology to create the new experiences

Build communities around content.

Careerbuilder had an innovative viral marketing campaign that involved customizing your own chimpanzee. There was a 25% increase in traffic. 100 million messages got send. Site paid for itself within the week.

Case Study: Halo3

Microsoft created a trailer for Halo3, but did not air it on TV. Instead, it chose other channels.

Expected 200 000 people to test the product, instead they got 820 000 testers. 350 terabytes of data was downloaded (equivalent of 5 Libraries of Congress). Users took the trailer, and adapted it to their likings. Microsoft let the community do what they want with the brand. This resulted in millions of dollars of free advertising.

We go to web not to just get information but to interact with friends, communities, brands. Grab the consumer when he goes online. Expectations are ever-increasing, focus on attracting attention and loyalty. Don’t let the consumer move away.

How to get a marketing platform going?

You must integrate all channels: Web, Ad systems, Community. Mobile, POS, ERP.

Think of your audience reach, touchpoints, design and development, analytics and decisions, infrastructure

The secret is in creating adaptive websites. Build, engage, and adapt fast enough. Bridge your platforms.

Think beyond the site, data is the new currency.

IT will help you create a system that is powerful and valuable.

(And yes, Microsoft has the tools that help you do that. )