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 !

Dare to be remarkable !

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 !