Digital Marketing. Take Full Advantage of Emerging Trends in Digital Marketing to Better Engage, Convert and Retain Customers

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2 Digital Marketing Take Full Advantage of Emerging Trends in Digital Marketing to Better Engage, Convert and Retain Customers Lionel Gomes Da Rosa Director, Information Management APAC

3 Industry and business acumen Industry, cross-industry solutions Horizontal solution accelerators Specialization on the Microsoft platform Engineered assets and architectures Industry, cross-industry solutions Comprehensive enterprise platform Superior price, performance Commitment to research and development

4 Banner Website Search 4

5 Video Social IP TV Widgets Paid Search entertain connect inform assist convert Website Mobile Banner Organic Search Games

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8 Avanade - Point-of-View Business Imperative Attracting the growing number of people online Attracting and converting visitors to loyal customers Business Implications: Unprecedented access to consumers: million internet users in Asia Pacific - Only 21.5% penetration 700 million more expected by % of consumers use online services to locate nearby products. - 26% of mobile users say they will use their mobile device in-store to research products and prices million using social networks - E-commerce sales (excluding travel) hit US$156.9 billion in the region in 2010, and are expected to grow to over US$250 billion in "The pace and scope of change increases everyday. But most marketers aren t equipped to react much less anticipate future changes. For this, they need a renewed investment in technology. Forrester Research Marketing Summit 2010

9 Internet Social & Web 2.0 Web Content BI Extranet Analytic s Customer Experiences Search Mobility e- Comm. Digital Assets CRM Intranet e-commerce CRM Customer Web Business Social / Portal Content Intel Community Search Integration Microsoft Microsoft Microsoft Microsoft Microsoft Microsoft Microsoft Microsoft 9

10 Maximize business results with Avanade software assets and cloud services Search Display Ads Social Media Site Visitors Customer Segments (All Sources) Channels to Your Website Optimized Landing Page Optimized Landing Pages and Personalized Experiences Personalized Website Experience

11 Targeted Messages Effective Content Management Multi Touch Point Identify the target market and select the right message Enable effective content management which drives analytical decisions Leverage the Multiple Touch Points you can have with the consumer

12 User Engagement High Goal Achievement Most Companies Personalization & Targeting (ADE) Optimization (ADO) A/B & Multi-Variant Testing Segment Targeting Static Content Circulated content Behavioral Targeting What consumers do and say informs content delivery Demographic Targeting Who the customer is combined with what they do and say provides many attributes to target content Consumers who share enough common attributes fall into marketer defined segments, allowing marketers to target and track at the segment level Sophisticated digital controls automate and enable systematic, continuous testing, learning and improvement cycles - resulting in optimized content experience Low Goal Achievement High Goal Achievement

13 McDonalds and the Power of the Cookie Brand Manager wants to target a market Understands that different consumers should get different experiences young adults moms & families stakeholders promote reward entertain inform General info / MUYOM

14 stakeholders young adults moms & families

15 Case Study - Optimization T Mobile and Testing the Approach Brand Manager optimize the customer 1 Factor: 2 Text Levels experience Needs to understand which images, buttons and placement 2 drives the best results 3 Levels 1a Catherine* 1b Life Style 1c No Image (No Additional Image) 2a Light: (No Additional Text)* Levels 3a Button w/ Phone No. * 2b Heavy 1 3 3b Button w/o Phone No. 2c Light w/ Link

16 H&R Block Twitter/Social CMOs want to attract people in multiple touch points Levis Offline Integration Mobile JCP Microsite/YouTube

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18 Let Avanade help you on your digital journey Customer Intelligence CRM Mobile Experiences Internet Sites

19 Thank You If you have dynamic brand requirements, I invite you to bring your marketing or IT counterpart to begin a digital marketing discussion with Avanade. Together, we can help you get on the path to agile and intelligent marketing. Contact me at: lionel.gomes.da.rosa@avanade.com Do you want to see some examples of websites running on Microsoft SharePoint? Visit Top Share- Point Internet Sites around the world.

20 Oltiva Telecom wants to improve on its sales number, for this they have started two campaigns 1. 15% Discount Coupon on Oltiva Products 2. Upgrade to Windows Phone 7 The goal of the campaigns is to raise awareness of the new products and get users to register 15% Discount coupon and in turn increase the sales number. Oltiva also wants to Convert Anonymous Users to Customers Connect each customer with custom content tailored to their profile and habits Own a site for blogs, Articles and Editorial of various Oltiva products which can be maintained by the Oltiva Marketing department Build a High Impact Site to attract the teen market segment with Social Networking with twitter and facebook integration E Commerce Site for Online Shopping Effective Content Management Articles and CS Products Multi language Site Implement an Enterprise Search Platform Dashboard for Marketing Manager where he can view and analyze conversion rates and standard traffic statistics

21 Bing Register for 15% Discount Item in Wish List Hotmail Check Upgrade Eligibility Visit Oltiva Store MSN Games High Impact Silverlight Social Networking Sites

22 Flyer Mobile Site Hotmail Bing Oltiva Marketing Site Buy Mobile Accessory Marketing Dashboard Marketing Dashboard Marketing Dashboard