CASE STUDY: Cisco's mobile SME campaign

Cisco enables people to make powerful connections whether in business, education, philanthropy or creativity. Cisco hardware, software, and service offerings are used to create Internet solutions that make networks and communication possible, providing easy access to information anywhere, at any time.

As a hi-tech B2B vendor, Cisco is accustomed to working behind the scenes, but the organisation is keen to find ways to deepen and strengthen ties between the public and its brand. 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 17 mobile sites created in local languages, Cisco's mobile channel is an opportunity to demonstrate Cisco's leadership in mobile innovation.

Engagement through contextual targeting
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.