Friday Factoid: Brand Campaign

                       

80% of visitors say authenticity of content is the most influential factor in their decision to become a follower of a brand. (Source)

78% of buying decisions in B2B and B2C are based onperceptions of a company and the experience it delivers. (Source)

91% of unhappy customers will not willingly do business with a brand again. (Source)

A brand is a promise to customers, partners and prospects that sets expectations on products/ services and differentiation from competitors. It is the total of their experience and perceptions – some which can be influenced and some that cannot. Cisco’s brand promise is “We make amazing things happen when we connect the unconnected.”

Cisco’s new Internet of Everything Brand Campaign that launched last week capitalizes on ‘firsts and lasts’ and how IoE is providing the opportunity for many firsts while at the same time, leading to lasts (like the last traffic jam, the last product recall, or the last long line). The campaign itself had some digital firsts including:

  • First campaign to successfully integrate campaign story telling from brand to demand
  • First responsive web experience for desktop, tablet and mobile
  • First promotion of registered offers which are embedded directly into the experience
  • First direct connection to chat live with Cisco throughout the whole experience
  • First to leverage the new Cisco tag management system

Cisco Brand Campaign Week 1 Highlights:

  • 30,000 visitors to the Brand Campaign landing page during the first week
  • 81%of visitors were new visitors
  • The Campaign landing page had a click-through rate of 31%
  • The CXO – Internet of Everything page had an average time spent of 2 minutes and 11 seconds (the longest average time spent on a page)
  • 72% of visitors were desktop users, 20% of visitors were mobile users, and 8% were tablet users
  • 67% of the visitors were from paid media and 97% of the paid media visitors were driven to the Brand Campaign from 3rd party banners
  • Out of the 1,608GRS forms opened, 3% completed the forms to the gated offers
  • 50 new leads were generated in the first week (annualized: 2600 new contacts/leads)
  • 4,177 video views on the Traffic Jam spotlight video with a 12% click-through rate on the call-to-action

For more information on Cisco’s brand, visit the Global Corporate Marketing & Branding community.

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