Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective.
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Once a week, we send out actionable tips to inform a more impactful digital strategy across paid, earned, shared, and owned channels - using the latest data from our research.
Uncovering how business communication platforms allocated $20M to digital advertising in one year
Three tweets about tracking the SEO funnel, Oreo's next-level marketing strategy and the most viewed content on Facebook in the US
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How Business Communication Platforms Allocated $20M to Digital Ads in 1 Year
Today, I'm taking a look at Zoom,Webex, Workplace, and Teams. From November 2021 to October 2022, these business communication software companies allocated $20M toward digital ads. Using this competitive set, I'll dive into some of their top ads & platforms.
Let's jump in!
Advertising Trends
From November 2021 to October 2022, the competitive set spent $19.3M on digital advertising. Zoom's Paid Search and Display spend led to a spike in investment.
All brands in the competitive set saw decreases in ad spend from the first half to the second half of the time period except for Meta Workplace (+50%).
Paid Search ($14.2M) saw the highest budget allocation across the competitive set, followed by OTT ($2.5M) and Display ($2.4M).
Advertising Tactics
Cisco Webex spent $1.97M on Paid Search from November 2021 to October 2022.
Suggestion to Test
Answering Concerns: Both ads from Webex answer the concerns of company executives looking for a new platform with phrases like “seamless integration”, “security & privacy”, and “more effectively”.
One Size Fits All: Webex ensures that the viewer knows that their platform can support companies of any size through phrases like “scalable for large teams” and “teams of any size”.
Zoom spent $1.3M on Display ads from November 2021 to October 2022.
Suggestion to Test
Utilizing Buttons: Both top display ads from Zoom utilized an eye-catching bright orange button against a white background to incentivize people to click on the ad.
Keep it Minimal: Both display ads are minimal in design and contain a limited amount of text. Maintaining a simple design can allow for quicker comprehension.
Webex spent $985K on OTT from November 2021 to October 2022.
Suggestion to Test
Sports Team Partnerships: In the top ad, Webex features its partnership with the Formula 1 team, McLaren, to leverage Formula 1’s popularity and showcase how McLaren trusts and relies on Cisco Webex.
Work from Anywhere: In the bottom ad, Webex uses multiple working scenarios to showcase the variety of places one can use its platform.
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