The rise of online video is revolutionising media consumption. One in 35 UK Internet visits goes to an online video site. However, this is not just a consumer phenomenon. With 1.5 million business search daily on YouTube, and a quarter of C level executives claiming to prefer video format than any other for business information, video is changing the way B2B marketers need to be interacting with prospects and clients.

Alex Nurnberg, Account Strategist for Business Markets at Google, delivers this webinar which explains key trends in the market, outlines how the growth of video will impact your content strategy and provides tangible advice on how to take advantage of the opportunity it provides.

Posted by Stefanie Wai, Sr. Industry Analyst, Business Markets Team

Online as a way of life is not just a consumer phenomenon, it now dominates how we act in our business lives. Business buyers spend 73% of their work-related media consumption time online and 83% of them research online. However the B2B buying process is a complex process and can involve multiple influencers. In the short video below, Richard Robinson, Head of Business Markets, talks about how digital is creating new marketing imperatives for B2B marketers.



Posted by Stefanie Wai, Sr. Industry Analyst, Business Markets Team

Cisco hardware, software, and service offerings are used to creating internet solutions that make networks and communication possible. As a hi-tech b2b vendor, Cisco is accustomed to working behind the scenes, but the organisation wanted to further strengthen ties with IT and business decision makers from small and medium-sized businesses.

Mobile advertising is becoming increasingly viable as smartphone prices drop, networks get faster, data packages become cheaper and mobile services and social media adoption rates rise.

With a view to improving brand awareness and engagement, Cisco wanted to drive traffic to the European Cisco Mobile websites, aiming for mobile search traffic to make up 5% of total mobile website traffic. Cisco launched a mobile search engine marketing (SEM) campaign to complement its natural (or ‘organic’) search traffic from mobile platforms.

Cisco’s AdWords for Mobile campaign generated steady traffic volumes, with keywords in the Brand, Mobility and Network Technology areas producing the highest traffic volumes. One-word phrases delivered 70% of the clicks with two-word phrases at 30% and three-word phrases less than 1%. The click-through rate achieved the industry average at 0.5%.

This campaign represents an industry first for Cisco: the ‘always-on’ campaign is something that none of its closest competitors are currently executing. Overall, this proved a cost-efficient method of driving traffic and raising awareness of the Cisco mobile websites.

Please find the case study here.

Posted by Rosie Rankin, Agency Team