Microsoft ® Application Platform The future of doing business on the Internet Hilde Rietveld Digital Marketing Platform Group November 10, 2010

Agenda Business Drivers and Internet Trends Microsoft Digital Marketing Solutions Benefits Customer Experience Online Business Trends Today’s Internet Business Challenges

Connected Shift from offline to highly enriched multimedia websites Consumers connected through social media Informed = empowered consumer Trends – Consumer Behavior Interactive Engage in online dialogues and content sharing Read unedited content (wikis, blogs, podcasts) Produce own content for personal use and online publishing On the Move Mobile devices Any place, Any time, Any ware Consumer behavior is changing: Consumers are online 24/7, well informed and highly interactive

…but customers changed to become more integrated and connected Life used to be easy... Website Banner SearchBanner Key changes for digital marketing: 1)Customer centricity - Customers and stakeholders expect a more personalized experience 2)Eco-system vs. Destination - Need to support an interactive dialogue with multiple players As consumer behavior changes, so do their needs/expectations of their digital experience. They expect a personalized experience and interactive dialogue. As a result the marketing ecosystem has become more complex Evolution of the Digital Landscape

Accelerating the shift to digital 40% of all retail spend is influenced by the Web 62% of marketers say that traditional advertising efforts are no longer as effective High income households use Internet more than TV On average year olds have 20 online friends they’ve never met in person 53% of CMOs are striving to grow digital marketing capabilities 36% of CMOs question the effectiveness of online presence 42% of CMOs plan to change their Web agency Yet only 9% of CMOs plan to improve their relationship with the CIO

source: Possible benefits shifting to digital

Agenda Business Drivers and Internet Trends Microsoft Digital Marketing Solutions Internet Business Challenges The Microsoft Digital Marketing Solutions Digital Marketing Scenarios Benefits Customer Experience

Internet Business Challenges The Way Businesses Want to Use the Internet Is Evolving Dynamic and demanding digital marketing Marketing investments diverted to online channels Web campaigns, transactions, and ads impact the top line Organizations want to delegate Web publishing to business users Rich experiences, fresh content, and communities drive loyalty today Simple and static site publishing

 Quickly deploy new capabilities to an already complex online infrastructure?  Give the business self-service while maintaining appropriate control?  Maximize existing technology investments? How can we… IT Asks:  Attract more customers and partners?  Increase customer retention and loyalty?  Improve the ROI of our marketing spend? Business asks: How can we… Internet Business Challenges Businesses’ Web Needs Are Out of Balance with IT Realities

Microsoft Internet Business Vision The Microsoft internet business vision will provide organizations with a foundation for rich digital experiences that enables them to: Improve customer experiences and broaden their customer base Effectively reach new customers and retain existing customers Offer their services across multiple media channels Generate higher revenues by monetizing digital assets Customer Experience

Customer Scenarios How the Microsoft Internet Business Platform Helps You REACH RETENTION REVENUE Ferrari.com Repubblica.it Empower your people to reach customers and partners  Streamline Web publishing  Optimize Internet search to attract a larger audience  Extend content and services to partner extranets Build engaging personal and community Web experiences  Offer self-service to partners and customers  Foster online communities  Use personalization and targeting to grow loyalty Grow revenue and control costs online  Sell products or services  Monetize content through ads or subscriptions  Reduce Web infrastructure cost and complexity Priceminister.co.uk

SharePoint For Internet Sites Ease of Authoring Compelling Experience Familiar, Unified Platform Live preview Embedding rich media Theming Easy editing Standards like XHTML, WCAG 2.0, X-Browser Route for Approval

FAST Search For Internet Sites Search driven experience Adapt as interests change Guide customers to actions that drive revenue Featured Content Visual Navigation Original and Off-site Content Social Content Rankings Search-generated Topic Page RecommendationsRecommendations Content sources triggers A/B testing Live preview of changes Publishing controls Dictionary lookup Federated source Results mixing

Agenda Business Drivers and Internet Trends Microsoft Digital Marketing Solutions Benefits Monetization Benefits Benefits to IT Customer Experience

i i Why choose Microsoft Solutions to Help You Drive Reach, Retention, and Revenue REACH RETENTION REVENUE Empower your business to reach customers and partners Connect people with the information they want Build engaging Web experiences on a unified business platform Shape personal and community experiences that create customer loyalty Rapidly respond to your Internet business needs at a low cost Equip your business to convert Web traffic into revenue

Monetization benefits Significantly increased cross-sell and up-sell activities, for generating more revenue Increased number of unique visitors, improved click-through, and online conversion rates Content is delivered over multiple mediums, brands, and locales Focused marketing and advertising of products and services

Benefits to IT Tools centralized and integrated to enable IT to more effectively manage and secure the enterprise platform IT enabled to build compelling Web sites to provide rich customer experiences Reduced IT burden and lower IT support costs Improved deployment and configuration process for new tools and technologies IT infrastructure can scale and extend with rapid changes in business Accelerated time to market Flexibility to expand content and user experience

Agenda Business Drivers and Internet Trends Microsoft Digital Marketing Solutions Benefits Customer Experience Dieter Haerens COO van Mediafin

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