Digital Marketing
The Ladder Of Engagement
The ladder of engagement demonstrates the brand loyalty, unleashes brand zealots for selected customers, indeed how this help improve an organizations processes. Therefore it is a useful tool for motivating people to take increasingly deeper degrees of action in multidimentional way.(PR Smith)
 |
|---|
 HealthWearables |
 Microsoft Windows |
 Microsoft partnered with googleMicrosoft have strong partnership with lot of companies, such as google, Nokia, etc... |
 Microsoft ProductsIt covers apps, SEO, social media, business tools and smart devices and accessories. It is hardly to find one product that they do not have. |
 |
" The company then used ”laddering” and other ethnographic techniques to determine points of friction. In the buying process and then brainstormed how consumers would create better advertising using technology – such as Windows 8, Skype, MSN and Surface."
Marketing Week
Microsoft is a multinational technology company, which develops, manufactures, licenses, supports and sell computer software, consumer electronics and service. It assit with people with almost everything of life and work. With the partnership of Google, Nokia and even buy out Dell. Microsoft is the best know software in the world with their own system with almost the laptop beside Apple.
Microsoft Opportunity Management Center
Ideas
OMC generates ideas on how to improve the business and uses systemized suggestion box.Customers and even non-customers, can suggest new products and features, as well as better way of running the business.
Benefit:OMC use their own programs, such as Excel and SQL server analysis the result to shorten recycle reports. Moreover, they intent to effectively put the idea into reality after the analysis.
Cons: the sharing ideas is launched to defeat Dell ideastorm, but it still with less votes and respose to compete with Dell.
Microsoft Advertising
Advertisements
At Microsoft Advertising, from ' i am PC campaign' they recruit customers idea for the most effective marketing solutions. The ads mostly come from recent “co-creation” workshops, where Microsoft worked with consumers to uncover purchase friction and create holistic solutions. Microsoft designed to meet audience needs and marketer objectives.
Benefit: it allows to use customer perception of advertisements.Jerry seinfeild and Depak Chopra has sucessfully generated an ads.
Microsoft Co-creative Award Winning Ads
Collaborative Co-Creation
Microsoft uses co-creation to create award winning ad formats, which provide better value in order to engaging customers. They are right to put people right at the heart of advertising.(Hart)
Mircosoft will continue research and develop user experience to discover how brands should develop their messages. The collaboration increase the brand awareness and customer loyalty.
The Ladder of Engagement
The beginnig of beatiful relationship
The lower half of the ladder encourages customers via product ratings, reviews and discussions.
The upper half of the ladder id higher level user-generated content(UGC), which encourages customers to become co-creaters of content, products, services and even systems for the organisation. (Smith and Zook 2011)
Conclusion:
Microsoft has done really great about brand co-creation with customers, from the lower level to the higher level of customer engagement. It illustrates the success factors of the what Microsoft have been done...
Extra video of HOW PR SMITH EXPLAIN THE LADDER OF ENGAGEMENT BELOW....