This Case is about INTERNATIONAL BUSINESS
PUBLICATION DATE: August 18, 2011 PRODUCT #: KEL579-HCB-ENG
This case emphasizes on Cisco Systems’ advanced probe-and-learn approach to utilizing social networking to establish its ASR 1000 Series Edge Router. The firm had determined to eschew conventional print and TV media in advertising the newest merchandise and had decided as a substitute to concentrate its efforts entirely on social media and digital marketing to bring the interest of its own target market. The case converses Cisco’s daring strategy to initiate the ASR 1000 Series “basically, visually, and virally” and the digital strategies used by the Cisco Systems promotion team to achieve this challenging target. Company marketers commonly embrace a conservative and serious way of advertising its products but in this case Cisco had determined to buck that trend by researching digital tools and social gaming paths which its goal customer – the technical community – were regularizing. The case is positioned at a time when social media was burgeoning as a promising strategy to engage consumers intensely with merchandises and brands, but marketers were experimenting with the programs and strategies of the latest social media for advertising.