A mindset shift is taking place as companies consider people in the context of business needs, and what people value. The events of the past few years have driven brands across industries and markets to reevaluate their business models, rethinking how to shift to human-centered approaches that place brand values and authenticity at the core of business. Achieving authenticity as a brand requires truly understanding and acting on what your customers value. In this session, John Lee from Microsoft Advertising will share data and insights from consumer research studies on trust/inclusion/sustainability, highlight brand success stories, and explore actionable strategies for your digital marketing efforts.

1. MASTER
CLASS
John Lee
HEAD OF EVANGELISM
MICROSOFT
ATLANTA, GA ~ JUNE 30 - JULY 1, 2022
DIGIMARCONSOUTHEAST.COM | #DigiMarConSoutheast
Marketing with Purpose: Driving
growth through trusted brand
experiences

3. Purpose

4. Find your purpose.
The reason for which something is done or created or
for which something exists.

5. “The world is at an inflection point.
It's time for us to get to the very core purpose of a
modern corporation and what it means for the world
going forward. That's what our world demands of us.”
Satya Nadella, CEO of Microsoft
Inspire and Ready 2020

6. Microsoft mission
Empower every person and
every organization on the
planet to achieve more

7. Connect
through shared
meaning
Shared
meaning

10. 85% of consumers say they’ll only consider
a brand if they trust the brand.
Source: The acceleration of Brand Performance through Trust, Love, and Loyalty. Microsoft Advertising Research 2019

11. Source: The acceleration of Brand Performance through Trust, Love, and Loyalty.
Microsoft Advertising Research 2019 and The Psychology of Inclusion and the
Effects in Advertising, 2020
TRUST
LOYALTY
Respects privacy,
protects my
personal
information
Is open and honest
about how my data is
used
Supports ethical
practices
Brand trust
Brand
love
Responsibility Values Inclusion
Stands for what I believe in
Proactively solves issues if
products or services don’t
deliver
Delivers on promises
made in their advertising
and marketing
Is for someone
like me
Is genuine and
authentic
Loyalty creates growth
Accessible customer
experiences

12. Marketing with Purpose
Start with responsibility
Values drive value
Inclusion creates
authentic connections
Responsibility
Trust
Inclusion
Values
Personalization
https://aka.ms/marketingwithpurpose

13. Marketing with Purpose is the difference
between earning a customer for a day
and gaining a customer for life.

14. Creates growth through building
trusted brand experiences

16. 63%
have stopped purchasing from
a brand because they lost trust.
Source: The acceleration of Brand Performance through Trust, Love, and Loyalty. Microsoft Advertising Research 2019
69%
of them, WOULD NEVER purchase
from the brand again.
Trust is gained in drops but lost in buckets.
Do the right thing
“I did not believe in the companies’ morals
and ethics”
Deliver on your selling promise
“they didn’t back up what they were trying to
sell”
Inauthentic
“product did not meet the vision the
company created”

17. Accessible marketing is responsible marketing
Learn the ten accessibility principles to building accessibility into your
marketing from the start https://aka.ms/accessiblemarketing
1.2B
Estimated number of
People with Disabilities
WW
$3.2T Spend
annually WW
Permanent
(one arm)
Temporary
(arm injury)
Situational
(new parent)
Source: UN Factsheet on people with disabilities - https://www.un.org/development/desa/disabilities/resources/factsheet-on-persons-with-disabilities.html , Richard Branson Supports
People With Disabilities -- Here Are Six Ways You Can Do It, Too (forbes.com)
2.3B
Estimated number of
People with Disabilities
WW
$6.9T Spend
annually WW
26K 13M 8M

18. Tommy Hilfiger redefines retail

20. Creates growth through building
trusted brand experiences

21. 60%
Drives purchase intent
of Millennials and Gen Z
expressed preference for
brands that support a social
cause (US, Western Europe)3
92%
Improves brand perception
of consumers say they have
a more positive image of a
company when the company
supports a social or
environmental issues3
People will buy from brands
that stand for something larger
than just their products,
when it aligns with their values1
80%
Expect brands to play a role
of people believe brands
should play a role in solving
societal problems2
Source: 1. Inclusive Marketing: The Future of Retail Brand Experiences, Accenture and Microsoft Advertising Research, 2019
2. 2019 Edelman Trust Barometer, 3. Nielsen, Cone Communications, Unilever, Mckinsey

22. Brands co-author impact in the world
of people want brands to step up on
sustainable lifestyles and help them
improve their environmental and social
footprint in daily life1
Source: 1. Futerra survey – taken from Forbes article https://www.forbes.com/sites/solitairetownsend/2018/11/21/consumers-want-you-to-help-them-make-a-difference/#7899a1296954
88%

23. I have stopped purchasing from a brand
because it did not represent my values
The Psychology of Inclusion and the Effects in Advertising, Microsoft Advertising 2020, Phase 3 Study
48% 50% 46% 53% 44%
All Women Men Ethnic
Minorities
Caucasian

24. Microsoft mission
Empower every person and
every organization on the
planet to achieve more

25. It's hard to overemphasize how much of a literal
game-changer this is for someone with a
disability. Designed primarily to meet the needs
of gamers with limited mobility, the Xbox
Adaptive Controller and Xbox Series X
packaging help make gaming more accessible.
Xbox Series X
Packaging

27. “We’re designing a diversity of things so everyone
finds a way to participate and a sense of belonging.”
Kris Woolery
Xbox, Microsoft

28. Creates growth through building
trusted brand experiences

29. …are more authentic
…are more trustworthy
63% 69% 59% 72% 57%
Brands
representing
diversity
in ads…
64% 68% 60% 68% 52%
All Women Men
Ethnic
Minorities
Caucasian
Source: The Psychology of Inclusion and the Effects in Advertising, Microsoft Advertising 2020

30. ‘Genuine and Authentic’ brands
are more trusted, loved and earn
customers loyalty
“Is genuine/authentic” was rated as the most
important attribute to build trust.1
Overall, 72% of people said they are more likely
to support brands that are authentic in their
advertising. 2
1. The acceleration of Brand Performance through Trust, Love, and Loyalty. Microsoft Advertising Research 2019; 2. The
Psychology of Inclusion and the Effects in Advertising, Microsoft Advertising Research 2020

31. Inclusive advertising done authentically,
feels like connection and family, it produces
the feelings of joy and trust.
Source: The Psychology of Inclusion and the Effects in Advertising, Microsoft Advertising 2020

32. S A F E T Y
C E R TA I N T Y
C O N T E N T M E N T
C E L E B R AT I O N
Z E S T
R E L A X AT I O N
A CC E P TA N C E
C L A R I T Y
CO N F I D E N C E
R E L I E F
Joy Trust
The feelings of
inclusion in
advertising create
connection
Source: The Psychology of Inclusion and the Effects in Advertising, Microsoft Advertising 2020

33. Inclusion in advertising drives purchase intent
Source: The Psychology of Inclusion and the Effects in Advertising, Microsoft Advertising 2020
+23 lift in
purchase intent

34. No matter the gender or ethnicity, all are more
likely to purchase after seeing an inclusive ad
Women +26 Lift
+18 Lift
Men
Caucasians +38 Lift
Ethnic Minorities +11 Lift

35. Words matter
and so do images

36. Signaling
inclusion
within ad copy
and content
marketing
1. Diversity
2. Involvement
3. Unity
4. Coming together
5. Positive
6. Family
7. Fit
8. Cohesive
9. Community
10. Care
11. Happier together
12. Joy
13. Relate
14. Trust
15. Empathy
16. Understood
17. Accepting
18. Bonded
19. Support system
20. Belonging
21. Share
22. Open
23. Friendly
24. Warm
25. No discrimination
26. Opens up
27. Versatile
28. Open minded
29. Included
30. Open to everything
and everyone
31. No limits
32. Free
33. Expanding
34. Safe
35. Secure
36. Accepted
37. Progressive
38. Supportive
39. Equality
40. Comfort
41. Welcoming
42. Growing
43. Understanding
44. Caring
45. Validated
46. Authentic
47. Valued
48. Genuine
49. Real
50. Unique
Connection Balance
Openness
Source: The Psychology of Inclusion and the Effects in Advertising, Microsoft Advertising 2020

37. Signaling
inclusion
within
images
Creating a visible
relationship or
interaction
between people
(positive)
Realistic diversity
Including people
with diverse
disabilities
Including larger
bodies
Including multiple
people of color
Everyone is
featured with the
same prominence
Multiple
dimensions of
diversity
represented
Connection Balance
Openness
Source: The Psychology of Inclusion and the Effects in Advertising, Microsoft Advertising 2020

38. Putting purpose into action

39. How can I put Marketing with
Purpose into action?
Do you work on…
 Websites, SEO & content
 Search marketing (SEM/PPC)
 Native & display advertising
 Social advertising
 Etc., etc.

40. Accessibility
Accessible marketing is
responsible marketing
How are you addressing needs
across the persona spectrum?
Get started with available
resources like Fluent Design and
Accessibility Insights

41. Preventing data bias
Think beyond what and
who you know
Are you set up to prevent data
bias? Are your assumptions
limiting growth?
 Keyword research
 Audience targeting
 Demographic bidding

42. Leaning into shared values
Generational values and
attitudes vary widely

43. Leaning into shared values
Are your brand values reflected
on your website, landing pages
& ads?
Do your ads (messaging and
imagery) align to the values of
your targeted audience?
Does your keyword strategy
include words that align brand
and consumer values?

44. Inclusion should be genuine
& authentic
In advertising, words matter
Indicate inclusion through three
metaphors:
 Connection
 Openness
 Balance

45. Inclusion & Dynamic Search Ads
Uncover blind spots & potential
audiences missing from your
core search campaigns.
Discover purpose themed
keyword opportunities.
 What words define purpose?
 Use ngram analysis to filter DSA search
query data.

46. Inclusion & Responsive Search Ads
Right message at the right
time
Test headline and body
variations for brand & consumer
values, inclusive word cues and
more.
Identify what resonates with RSA
asset details reporting.

47. Inclusion & ad extensions
Display your brand value
Showcase the ways your brand
demonstrates responsibility and
how your brand values align with
those of your customers.

48. Inclusion & image choice
Audit images across website,
landing pages & image-based
ad campaigns.
Have your images reviewed by a
diverse set of people.
Lacking images? No problem!
Microsoft Audience Network &
Shutterstock has you covered.

49. Marketing with Purpose
Five Steps
1. People want the truth and
transparency
2. People want equitable experiences
— not just compliance
3. People want brands that take a
stand, not just play it safe
4. People want positive-impact
products
5. People want inclusion — not just
to be included
Responsibility
Trust
Inclusion
Values
Personalization

50. Putting purpose into practice with a free playbook
 Responsibility – data privacy and protection, accessibility
 Values – sustainability, ethics, brand and consumer values
 Inclusion – inclusive advertising activation model, inclusive product marketing, inclusive keywords
 +more!
MicrosoftAdvertising.com/MarketingWithPurpose

51. depends
on completing each day on purpose.
Our best collective future
Thank you!
@john_a_lee or in/thejohnalee