![]() Just as Microsoft historically equipped consumers for traditional productivity, it now also sees us as creators and is equipping us accordingly. Microsoft hasn't abandoned its forte it's simply positioned new creation tools alongside the familiar productivity-focused tools like Office. It's not the aggressive "in your face" marketing method that's needed to introduce consumers to and educate them on Microsoft's expanded vision of Windows-as-a-creators-platform. This marketing strategy relies on users discovering one product by using another. According to Chief Marketing Officer Chris Capossela, the company has focused on a marketing strategy which relies on the integration of products as a means to promote other products. Microsoft's challenge as a historically enterprise-focused company is communicating with consumers.
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