Established in 1985, Microsoft Australia is the Australian subsidiary of Microsoft Corp., a worldwide leader in software, services, devices and solutions that help people and businesses realise their full potential. Acknowledging that the way consumers interact with brands is changing, and realising that they could be more effective, Microsoft Australia undertook a comprehensive review of a legacy marketing program, focusing on small business. Following an audit into all marketing activities, Microsoft Australia identified a number of key improvements.
Where small business marketing had previously executed along corporate guidelines, the audit results prompted a shift in marketing to an inbound, content-led and customer centric approach. The central focus of the new strategy was to establish a digital marketing execution based on helping small businesses with pain points at the time they needed it. Actioning the strategy required educating internal stakeholders on small business pain points and convincing each product group to align behind a customer centric approach. Once this cohesive internal position was established, all interruptive marketing stopped, including call centres, database marketing and events. Instead, Microsoft established the small business website as the main channel for all communications with a year-round content plan to help solve customer problems.