1. 1
THE RISE OF THE
MODERN MARKETER
Microsoft

2. 2
Marketing has evolved far beyond the traditional channels of TV, radio, and
print and is more complex than the next social channel or digital trend. Mar-
keting has now entered the age of the empowered and informed buyer where
the customer is at the center of every marketing decision. Gone are the
days of one-size-fits-all campaigns that bombard customers with self-pro-
motion. Instead, consumers are seeing previous purchases or searched-for
items appearing as they search the internet, retail stores remember what the
customers purchased during the last visit and suggest related or repeat pur-
chases, and data-mining firms place statistically relevant information before
the consumer. Potential buyers expect you to know exactly what they want.
How can traditional marketing techniques work in the face of this new era of
customer-centered marketing? The era of the Modern Marketer is upon us.
Any successful contemporary marketer must center the customer at the
heart of everything he or she does. Great marketing starts from that sin-
The rise of the
Modern Marketer
The era of the Modern
Marketer is upon us.

3. 3
gular starting place, because it truly cannot
begin from any other focal point to remain
competitive. Spanning the nexus of ads to
campaigns to websites to service represen-
tatives: every touchpoint must center on the
person who will buy that product or service.
Your potential buyer can change their loyal-
ty within seconds, especially if faced with a
viral negative review or service experience.
Yesterday’s brand-centric approach of ampli-
fying your product at every possible moment
has been replaced by customer-driven ev-
erything, where customers dictate the style,
quantity and media that marketers must use
to win their business and gain their loyalty.
Of course, as this customer in this buyer-cen-
tered revolution evolves, the marketer must
also evolve—if they want to keep (let alone
grow) a customer base, that is. Marketers are
searching for the products and platforms they
need to transform their business into one that
revolves around the customer while simulta-
neously empowering people to be responsive
to customer needs. However, most marketing
departments don’t have the complete port-
folio of necessary tools to deliver the types
of breakthrough experiences today’s sophis-
ticated customers both expect and demand.
So who is this mysterious Modern Marketer?
What does he or she do to reach tomorrow’s
customer? Howdotheylandtherightmessage
at the right time? And how can Microsoft—
traditionally a company of productivity and
platform—help today’s Modern Marketer?
Our vision for the modern marketer spans
these focal points:
• Intelligent Analytics
• Streamlined Operations
• Engaging Ads
• Incredible Experiences
Marketing has now entered the age of the empowered
and informed buyer where the customer is at the center
of every marketing decision.

4. 4
INTELLIGENT ANALYTICS
Transform big data into action-
able data…and bring the custom-
er into focus
Today’s Modern Marketers need a
comprehensive, 360 degree view of
the customer to understand their
unique needs and the best ways to
respond to those needs in real time.
Data holds the key to unlocking
these customer insights, but market-
ers need to find significance in that
data and turn that insight into the
predictive engines that will enable
them to exceed their customers’ ex-
pectations and drive marketing into
the future.
However: the massive amount of ‘big
data’ available today from a multi-
tude of channels makes predictive
analysis daunting. The result is often
a mess of metrics and unusable data
that doesn’t offer much value in its
unprocessed state and—at best—
provides a backward looking view.
By taking a cloud-first approach,
Microsoft helps unite customer in-
formation from multiple channels
to create a single view into the cus-
tomer’s journey. Our familiar, trusted
self-service tools and dashboards,
including Power BI, can cost-effec-
tively analyze individual behaviors
and marketing insights in real time
to discover what uniquely motivates
customers.

5. 5
Our predictive analytics, modelling services, and Azure Machine
Learning can help leverage large-scale data sets in a way that
adds value and positive impact to end-users like never before,
anticipating customer needs and proactively responding to them.
And by integrating with the marketing systems marketers already
use, our devices and services can seamlessly transform big data
into actionable data without requiring extensive training or ramp-
up time.
In the past, predictive analytics and machine learning technologies
were often prohibitively expensive and complex to manage. Today,
these innovations are much simpler and affordable for businesses
and end-users, with an endless supply of potential data sources to
collect and analyze. As a result, almost anyone on a marketing team
canobtainaccurateforecastswithasimpleclick,fosteringadata-driv-
en, innovative, growth-oriented culture: the future of marketing.
58+100
% BUDGET SPENT ON ANALYTICS
TODAY IN 3 YEARS
7.1%
12.2%
TheCMOSurvey:CMOSurvey.org,February2014

6. 6
STREAMLINED OPERATIONS
Create amazing experiences with real
impact, optimized for productivity and
efficiency
Today’s rapid pace of innovation requires
marketers to not only unlock insights but to
also take action on them. To stay competi-
tive marketers must build responsive teams
that can react quickly to information and cus-
tomer requests and rapidly create impactful
campaigns.
Identifying and implementing the right pro-
ductivity tools—the ones that make collabo-
ration easy and results measurable—can of-
ten prove difficult. Marketers are increasingly
turning to cloud-based productivity services
to create a flexible environment where every-
one on a team can collaborate on key ini-
tiatives and efficiently streamline marketing
campaign management.
Microsoft’s secure productivity products,
like Office 365, and SharePoint and Yammer
collaboration services increase marketing
creativity and efficiency. Our trusted cloud-
based platforms empower everyone to be
more powerful, more productive, and more
integrated into key customer initiatives. Our
marketing customer relationship manage-
ment systems, like Microsoft Dynamics Mar-
keting, accelerate campaign creation and
help marketers manage marketing assets
and resources to rapidly deliver advertising
that resonates.
In a world where the 9-5 work day is disap-
pearing, marketers must be able to connect
and collaborate from anywhere, any time.
Modern Marketers that implement stream-
lined marketing operations strategies and
products can maximize efficiencies and em-
power everyone in their organization with
cloud-powered communications and control.
The global
crm software
market grew by
13.7%, to reach
$20.4B last year
$20.4BILLION
Gartner,2014

7. 7
ENGAGING ADS
Be in the moments that mat-
ter, with digital marketing that
connects across every channel
When it comes to marketing today,
every second counts and reaching
the customer with the right mes-
sage at the right time is more im-
portant than ever. Even with the
predictive analytics and operation-
al systems in place, finding ways to
maximize reach and deliver mes-
sages that resonate can be com-
plicated, especially when people
use more devices in more loca-
tions than ever before. Marketers
need to find interactive digital ad-
vertising solutions that allow them
to be in the moments that matter
and make ads that work—not just
bombarding people with more ads.
Now, marketers have the oppor-
tunity to easily build rich adver-
tisements and deliver them on
the interactive devices that make
the creative come to life. By re-
acting to real-time insights and
information (like ID-based tar-
geting) marketers can invite and
engage customers from device
to device, instead of guessing
who is on the other side of the
screen. They can create ads that
are inviting, interactive, and con-
tent-relevant, delivered across
every stage of the customer ex-
perience.
Microsoft provides the interactive
digital marketing solutions that
marketers need to connect with
customers in the moments that
matter. Our high-engagement
digital ad solutions products
help marketers deliver relevant,
effective campaigns that target
particular audiences and achieve
their unique goals. We embrace
ad formats and platforms that
invite instead of disrupt, that
fit the screen and the device to
drive real engagement. We make
it our mission to build the best
creative productivity solution
available, and to make sure that
today’s Modern Marketers have
the ability to utilize all of their
favorite design tools, including
the full Adobe Creative Cloud,
whenever they need them. From
video and social media to search
and display advertising, Micro-
soft delivers the reach, relevance
and impact for online campaigns
to succeed.
Microsoft provides the interactive
digital marketing solutions that
marketers need to connect with
customers in the moments that matter.
Forrester,2013
+52%digital ad spend
this year in:

8. 8
INCREDIBLE EXPERIENCES
Innovate along every step of the
customer journey by marrying
the power of IT and the insights
of marketing
Transforming customers into loyal
brand advocates requires immer-
sive experiences that make customer
needs and interests the top priority.
This means fostering a culture that
places the customer first and lis-
tens, adapts, and grows their needs
change. Creating these immersive
experiences requires powerful IT
tools that are simple to use and de-
liver a measurable ROI, keeping the
marketer in touch with the customer
on every step of their journey.
Our technology helps marketers in-
novate the customer experience by
connecting across both physical and
digital worlds, along every step of the
journey. Powerful devices and com-
prehensive Enterprise Mobility Suite,
can unite multiple screens, interac-
tive sensors, and mobile payment
solutions into one solutions that
changes the way customers convert.
We also help marketers tap into the
Internet of Things to deliver consum-
er experiences that are bigger, more
immersive, and more rewarding. We
can update information about prod-
ucts, audiences, and offers in real
time and use machine learning and
analytics to find new ways to boost
conversation rates.
There has never been a more ex-
citing time to be in marketing. In
a world where everything is digital
and insights into every aspect of
a product or retail experience are
readily available, the opportunity
to craft transformative experienc-
es that delight customers is easier
than ever before—if you have the
right tools.
Gartner, 2013
INVESTING IN DIGITAL MARKETING
2012
2015
2x
increase

9. 9
EMBRACING THE DIGITAL AGE OF MARKETING
Today’s Modern Marketer understands that we are no longer do-
ing digital marketing but are instead participating in the rise of
the digital age. That brings challenges, opportunities, and a new
set of customer expectations.
At Microsoft, we give marketers the confidence to know that their
ads are as effective as they can be, that the traffic they generate
is real traffic, that their story is being told the way it deserves to
be told. With IT and marketing working together, we have the
tools and the creative energy to build the next generation of ex-
periences, working with today’s Modern Marketers to create the
moments that matter.

10. 10
marketing
Microsoft