webinar - tools for modern marketing

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1


Tools for Modern Marketing

Anurag GourDirector Office Marketing

Microsoft India

2



Modern marketing is about

agility and experimentation

built upon the foundation of

the product brand story


A Framework for Modern Marketing

Strategy

bull Product-Led

bull Content-led

Creative

bull Rational Information

bull Emotional Storytelling

Media

bull Cross-media

bull Transmedia

Process

bull Waterfall

bull Agile


Leading with Content

ldquoFor messages to be heard in 2020 brandswill need to create an enormous amount ofuseful appealing and timely content Toget there brands will have to leave behindorganizations and thinking built solelyaround the campaign model and insteadadopt the defining characteristics of thereal-time data-driven newsroomrdquo

- Baba Shetty and Jerry Wind Wharton School


Adobe amp OralB


ContentCreation ContentDistribution

SOCIAL

VIDEO

OWNED

MEDIA

MAKERS

BANNERS

PAID

SEARCH

BLOGGERS

OTHER

BRAND

CONTENT

FB ADS

Inspiration

Keep an eye on blogs artists other sources

Ideation around themes ideas

Co-creation

Partner with creators to develop original content

Create your own

FOUND

CONTENT

FAN

CONTENT

BUILD SHARE

Content Hub

Publish andaggregate content

to com

Make everythingshareable

Owned and Earned

Start here first

Create a media and measurement plan

Scaling Paid

Invest behind thebest-performing

content

TEST SCALE

ORGANIC

SEARCH

Content Hub

Content Creation and Distribution

SMS

CRS amp IVR

Toll Free


Advocates are the Real Influencers

9

Justin Dorfman CDW Advocate

Alexia Tsotsis TechCrunch Co-Editor

AdvocateInfluencer

Metric Alexia Justin

Twitter Followers 55876 669

Trust level 22 92

Influence on purchases (among Justinrsquos network)

Low High


Marketing is the art of telling a

story that moves people to act

It is about creating meaning

and make people feel

something rather than making

them buy your stuff


Storytelling in B2B Myths

bull Storytelling works most effectively for B2C audiences

bull B2B audiences care more about functionality and economics and

less about emotions

bull B2B buying decisions are made by enterprises

bull B2B products and solutions tend to be boring and complex ndash not

good subjects for stories


Storytelling in B2B The Facts

bull Enterprises donrsquot buy people inside

enterprises do

bull People are people ndash they all love stories

bull The more complex your product the more

powerful it can be if you communicate

your message as a story

bull The story doesnrsquot have to be about your

product ndash it can be about your mission

your purpose your role in the community

your heritage your peoplehellip

GE focuses on telling stories thatmake sense for businesses notjust consumers They inviteconsumers and businesses intotheir world with behind thescenes pictures on Instagram andother social media


The Sound of Azure

IT pros are not just Geeks they are a creativebunch music and computing both requirecreativity quick intuitive problem solving andimprovisation skills

Creative idea Take real dots and dashes ofdata being consumed in the Azure DataCentre and turn them into somethingmemorable something with primal anduniversal appeal Something musical This isthe Sound of Azure


Conventional vs Agile Marketing


Key Shifts to Embrace

bull Move away from long term planning Shift to short-term versatile marketingplans that involve constant testing and experimenting of tactics The timebetween creating and executing a strategy must be reduced drastically toensure it is current and timely

bull Embrace marketing technology tools Use tools like Digital Asset Management(DAM) Product Information Management (PIM) and Web Content Management(WCM) facilitate the creation and execution of multichannel and multinationalcampaigns Use web analytics tools for real-time customer intelligence

bull Foster internal collaboration Drive collaboration within internal departmentsUse nimble project management for example holding shorter more frequentscrums instead of longer infrequent meetings to get key stakeholders on thesame page


Modular ContentAll content is m odular referenc ing previousbehavior to determine what is beingmerchandised next

WireframesAll responsive design for m obile tablet andP C

Flexibility and ScaleContent is loaded into one tool that c an bereused for other messages and edited quic kly

Logo

Body C o pyLong

C TA TextLong

Body C opyProm o

H eadlineProm o

Top CTA

H eadlineShort

Im ageIc on

C TA TextShort

Prom oSubhead Thum bnail

of asset

Modular Content SnapshotAll content within the email is broken down into building blocks including headline body copy images and

calls to action This allows the content to be flexible and independent of each other allowing utilization of

message com ponents across over 2000 customer scenarios


ldquoDigital Analytics is the analysis of qualitative and

quantitative data from your business and your competition

to drive a continual improvement of the online experience

that your customers and potential customers have which

translates to your desired outcomes both offline and

onlinerdquo

- Kaushik 2010


Understanding Digital Analytics

bull Digital analytics involves collecting and analyzing digital data andtransforming it into reports predictions and recommendations thatcreate business value

bull Digital data can be behavioral data transactional data metadata aboutdigital experiences or data related to the events clicks andinteractions within those experiences

bull Digital analytics informs predictive modeling testing and optimizationreal-time and ldquoreal-timelyrdquo automation controlled experimentationcompetitive intelligence and market research

bull Digital data is collected from websites and browsers mobileapplications and devices and social networks Digital data is alsocreated by digital television and set top boxes digital advertisinginteractive billboards and interactive kiosks


Why Analytics


Problem with Intuition Shopping Carts

ldquoAfter analyzing the online buying behavior of over

600000 consumers across numerous e-commerce

sites I learned that surprisingly 75 of shopping cart

abandoners would actually return to the site they

abandoned within a 28-day period This defies

conventional wisdom we polled online marketers

and 81 percent believed that the majority of

abandoners never returnrdquo

(SeeWhy 2013)


The Truth about Abandonment

bull It was discovered that shopping cart abandonment is natural

behavior in which users test or window-shop

bull This is particularly true for high-ticket items with a long decision

journey

bull If abandonment is natural behavior does it make sense to do

conversion optimization


Digital Analytics Across the Organization

Marketing Product Management Sales IT ExecutiveManagement

Landing Page Optimization

Behavioral Analysis Customer Value PerformanceMonitoring

Dashboarding

Lifetime ValueCustomer Segmentation

Search Engine Optimization

Sales Readiness Site Usage for Capacity Planning

Scorecarding

Search Engine Marketing

DemoGeoFirmographic analysis

Sales Collateral Optimization

Disaster Recovery Custom Research

Ad and Media Plan Optimization

Funnel and Flow Optimization

Lead Generation and Nurturing

Infrastructure Enhancement

Financial Performance

Social Media Optimization

Application and Product Performance

Customer Usage Information

Tag Management amp QA Competitive Intelligence


Mapping Strategy to Intent Stages

SeeHear Think Do Care

Ad Creative and Targeting Strategy

Broad creative Demographic geographic or psychographic targeting

Narrower creative based on intent Targeting on specific sites content-driven ads

Focused based on intent signals Targeting intent-specific including retargeting

Content-driven engagement Targeting based on interests problems goals

Marketing Outcome Drive brand awareness and favorability

Drive initial engagement and micro-conversions

Drive sales Drive advocacy

Marketing ChannelEmphasis

Display YouTube SEO Social SMS IVR

PPC SEO YouTube Display PPC Affiliate Email Call Register Service (CRS) IVR SMS Toll-Free

Video Blogs Content-richemails gamification

Metrics bull or Interactions (platformsads)

bull Conversion Amplification Applause

bull Indexed increase in awareness

bull Click-Thru Ratebull Page Depthbull Per Visit Goal Value

bull Visitor loyaltybull Checkout abandonment

ratebull Conversion Rate

bull Repeat Purchasebull NPS (Advocacy)bull CLTV (Value)


Feedback For more information on

Toll Services Call Register

Services and SMS Solutions

Email dobigtatadocomocom

Call 1800 266 1800

24

Request your valuable inputs at the end

of the webinar The form will open

automatically


Thank You

Anurag Gour

goursay | agourmicrosoftcom


Tools for Modern Marketing

Anurag GourDirector Office Marketing

Microsoft India

2









Strategy

bull Product-Led

bull Content-led

Creative



Media

bull Cross-media

bull Transmedia

Process

bull Waterfall

bull Agile






Adobe amp OralB



SOCIAL

VIDEO

OWNED

MEDIA

MAKERS

BANNERS

PAID

SEARCH

BLOGGERS

OTHER

BRAND

CONTENT

FB ADS

Inspiration



Co-creation


Create your own

FOUND

CONTENT

FAN

CONTENT

BUILD SHARE

Content Hub


to com


Owned and Earned

Start here first


Scaling Paid


content

TEST SCALE

ORGANIC

SEARCH

Content Hub


SMS

CRS amp IVR

Toll Free



9



AdvocateInfluencer



Trust level 22 92


Low High







them buy your stuff





less about emotions







enterprises do











The Sound of Azure














Logo

Body C o pyLong

C TA TextLong

Body C opyProm o

H eadlineProm o

Top CTA

H eadlineShort

Im ageIc on

C TA TextShort


of asset










onlinerdquo

- Kaushik 2010








Why Analytics











(SeeWhy 2013)






journey








Dashboarding




Scorecarding









































Call 1800 266 1800

24



automatically


Thank You

Anurag Gour










Strategy

bull Product-Led

bull Content-led

Creative



Media

bull Cross-media

bull Transmedia

Process

bull Waterfall

bull Agile






Adobe amp OralB



SOCIAL

VIDEO

OWNED

MEDIA

MAKERS

BANNERS

PAID

SEARCH

BLOGGERS

OTHER

BRAND

CONTENT

FB ADS

Inspiration



Co-creation


Create your own

FOUND

CONTENT

FAN

CONTENT

BUILD SHARE

Content Hub


to com


Owned and Earned

Start here first


Scaling Paid


content

TEST SCALE

ORGANIC

SEARCH

Content Hub


SMS

CRS amp IVR

Toll Free



9



AdvocateInfluencer



Trust level 22 92


Low High







them buy your stuff





less about emotions







enterprises do











The Sound of Azure














Logo

Body C o pyLong

C TA TextLong

Body C opyProm o

H eadlineProm o

Top CTA

H eadlineShort

Im ageIc on

C TA TextShort


of asset










onlinerdquo

- Kaushik 2010








Why Analytics











(SeeWhy 2013)






journey








Dashboarding




Scorecarding









































Call 1800 266 1800

24



automatically


Thank You

Anurag Gour







Adobe amp OralB



SOCIAL

VIDEO

OWNED

MEDIA

MAKERS

BANNERS

PAID

SEARCH

BLOGGERS

OTHER

BRAND

CONTENT

FB ADS

Inspiration



Co-creation


Create your own

FOUND

CONTENT

FAN

CONTENT

BUILD SHARE

Content Hub


to com


Owned and Earned

Start here first


Scaling Paid


content

TEST SCALE

ORGANIC

SEARCH

Content Hub


SMS

CRS amp IVR

Toll Free



9



AdvocateInfluencer



Trust level 22 92


Low High







them buy your stuff





less about emotions







enterprises do











The Sound of Azure














Logo

Body C o pyLong

C TA TextLong

Body C opyProm o

H eadlineProm o

Top CTA

H eadlineShort

Im ageIc on

C TA TextShort


of asset










onlinerdquo

- Kaushik 2010








Why Analytics











(SeeWhy 2013)






journey








Dashboarding




Scorecarding









































Call 1800 266 1800

24



automatically


Thank You

Anurag Gour




SOCIAL

VIDEO

OWNED

MEDIA

MAKERS

BANNERS

PAID

SEARCH

BLOGGERS

OTHER

BRAND

CONTENT

FB ADS

Inspiration



Co-creation


Create your own

FOUND

CONTENT

FAN

CONTENT

BUILD SHARE

Content Hub


to com


Owned and Earned

Start here first


Scaling Paid


content

TEST SCALE

ORGANIC

SEARCH

Content Hub


SMS

CRS amp IVR

Toll Free



9



AdvocateInfluencer



Trust level 22 92


Low High







them buy your stuff





less about emotions







enterprises do











The Sound of Azure














Logo

Body C o pyLong

C TA TextLong

Body C opyProm o

H eadlineProm o

Top CTA

H eadlineShort

Im ageIc on

C TA TextShort


of asset










onlinerdquo

- Kaushik 2010








Why Analytics











(SeeWhy 2013)






journey








Dashboarding




Scorecarding









































Call 1800 266 1800

24



automatically


Thank You

Anurag Gour




9



AdvocateInfluencer



Trust level 22 92


Low High







them buy your stuff





less about emotions







enterprises do











The Sound of Azure














Logo

Body C o pyLong

C TA TextLong

Body C opyProm o

H eadlineProm o

Top CTA

H eadlineShort

Im ageIc on

C TA TextShort


of asset










onlinerdquo

- Kaushik 2010








Why Analytics











(SeeWhy 2013)






journey








Dashboarding




Scorecarding









































Call 1800 266 1800

24



automatically


Thank You

Anurag Gour








them buy your stuff





less about emotions







enterprises do











The Sound of Azure














Logo

Body C o pyLong

C TA TextLong

Body C opyProm o

H eadlineProm o

Top CTA

H eadlineShort

Im ageIc on

C TA TextShort


of asset










onlinerdquo

- Kaushik 2010








Why Analytics











(SeeWhy 2013)






journey








Dashboarding




Scorecarding









































Call 1800 266 1800

24



automatically


Thank You

Anurag Gour






less about emotions







enterprises do











The Sound of Azure














Logo

Body C o pyLong

C TA TextLong

Body C opyProm o

H eadlineProm o

Top CTA

H eadlineShort

Im ageIc on

C TA TextShort


of asset










onlinerdquo

- Kaushik 2010








Why Analytics











(SeeWhy 2013)






journey








Dashboarding




Scorecarding









































Call 1800 266 1800

24



automatically


Thank You

Anurag Gour





enterprises do











The Sound of Azure














Logo

Body C o pyLong

C TA TextLong

Body C opyProm o

H eadlineProm o

Top CTA

H eadlineShort

Im ageIc on

C TA TextShort


of asset










onlinerdquo

- Kaushik 2010








Why Analytics











(SeeWhy 2013)






journey








Dashboarding




Scorecarding









































Call 1800 266 1800

24



automatically


Thank You

Anurag Gour



The Sound of Azure














Logo

Body C o pyLong

C TA TextLong

Body C opyProm o

H eadlineProm o

Top CTA

H eadlineShort

Im ageIc on

C TA TextShort


of asset










onlinerdquo

- Kaushik 2010








Why Analytics











(SeeWhy 2013)






journey








Dashboarding




Scorecarding









































Call 1800 266 1800

24



automatically


Thank You

Anurag Gour













Logo

Body C o pyLong

C TA TextLong

Body C opyProm o

H eadlineProm o

Top CTA

H eadlineShort

Im ageIc on

C TA TextShort


of asset










onlinerdquo

- Kaushik 2010








Why Analytics











(SeeWhy 2013)






journey








Dashboarding




Scorecarding









































Call 1800 266 1800

24



automatically


Thank You

Anurag Gour








onlinerdquo

- Kaushik 2010








Why Analytics











(SeeWhy 2013)






journey








Dashboarding




Scorecarding









































Call 1800 266 1800

24



automatically


Thank You

Anurag Gour









Why Analytics











(SeeWhy 2013)






journey








Dashboarding




Scorecarding









































Call 1800 266 1800

24



automatically


Thank You

Anurag Gour












(SeeWhy 2013)






journey








Dashboarding




Scorecarding









































Call 1800 266 1800

24



automatically


Thank You

Anurag Gour







journey








Dashboarding




Scorecarding









































Call 1800 266 1800

24



automatically


Thank You

Anurag Gour







Dashboarding




Scorecarding









































Call 1800 266 1800

24



automatically


Thank You

Anurag Gour





























Call 1800 266 1800

24



automatically


Thank You

Anurag Gour



Thank You

Anurag Gour


webinar - tools for modern marketing

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