Climbing deep inside the Microsoft marketing machine

This event report breaks down six core priorities being pursued by Microsoft, the tech giant, as it adapts to a mobile-first and cloud-first world.

Climbing deep inside the Microsoft marketing machine

Geoffrey PrecourtWarc

Microsoft's marketing is grounded in two key assumptions: "We live in a mobile-first and a cloud-first world," Chris Capossela, its evp/cmo, told a standing-room-only crowd at the Association of National Advertisers' (ANA) 2014 Masters of Marketing conference in Orlando, Florida.

The companies that thrive in this new ecosystem, he added, will have to adjust. And, indeed, Microsoft itself is in a period of active, public transformation – "a time of incredible change," as Capossela observed.

Earlier this year, he reminded delegates, "We welcomed the third CEO in the history of...

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