Why it matters
Microsoft’s position is to build technology that helps other companies increase their “tech intensity” by collaborating and building together – in the pandemic year, Microsoft used its own experiences and those of its customers to articulate that in its marketing.
Takeaways
- Once the dominant tech giant, the company’s place as a trusted business partner helped it sidestep criticisms of “big tech”.
- Internal teams are a beta testing lab for the products Microsoft sells – these experiences were used in rich, authentic marketing.
- In the absence of the full creative studio, Microsoft’s marketers needed to lean more heavily...