Canon
Development of a baseline European strategy to push Canon’s business solutions across digital transformation
NTT
Global always-on multi-channel marketing & lead generation
As part of NTT DATA, a USD 30 billion IT services provider, NTT Ltd. is a leading IT infrastructure and services company. As an industry leader in networks, data centers, cloud, security and managed services, as well as an innovator in private 5G, we serve 65% of the Fortune Global 500 and more than 75% of the Fortune Global 100.
Management of NTT’s digital marketing and demand gen activity, running over sixty campaigns globally using PPC, Social, Programmatic, SEO & content syndication
Telecommunications
YEAR FOUNDED: 1952
LOCATION: TOKYO, JAPAn
Key Outcomes
- DIG’s proprietary search intelligence platform was used to identify gaps in online content where NTT could win against the competition. From this hundreds of keywords were chosen for optimisation across the website and outreach channels.
- This fed into global activity, where multilingual assets were changed on a monthly basis. DIG continually optimised campaigns throughout, demonstrating uplift through real-time reporting to local marketing teams. DIG drove weekly client calls to provide insights from data to inform actionable campaign optimisations in a constant optimisation feedback loop.
- Through this campaign, marketing influenced opportunities to the value of $180m, and new opportunities to the value of $63m were delivered. The senior leadership team armed with proven results then extended the investment to enable an always-on “intelligence-led, multichannel” approach across all product areas.
Innovating B2B Marketing with PPC, SEO & Programmatic Advertising
Introduction
In the dynamic realm of digital marketing, standing out among stalwarts requires innovation, precision, and a deep understanding of industry trends. This case study examines the strategic approach adopted for NTT, a global leader in IT and networking technologies, detailing how focused PPC, SEO, and Programmatic Advertising efforts culminated in significant improvements in campaign performance. Aimed at attracting clients in similar industries, this case study can serve as a benchmark for B2B companies looking to amplify their digital presence and drive engagement.Â
Objectives
The primary objectives laid out at the beginning of the 2023 NTT campaign were:Â
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- Enhance Click-Through Rates (CTR) across PPC campaigns.Â
- Boost organic traffic through increased SEO clicks.Â
- Optimize landing pages to eliminate keyword cannibalisation issues.Â
- Tailor global campaigns to cater to regional market specifics.Â
-63.16%
Reduced CPC from 2021-2022
+61.00%
Increase in search impressions
+55.00%
Increase in organic traffic
12.19%
CTR in 2022
Success Metrics
The metrics emanating from the campaign reflect a notable success in achieving the set objectives:Â
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- Achieved a 28.57% increase in CTR for PPC campaigns.Â
- Realized a 38% boost in SEO clicks, widening the organic reach.Â
These figures show a substantial upturn in user engagement, a testament to the finetuned strategies employed during the campaign.Â
Unique Strategies
The robustness of the campaign was underpinned by a host of unique strategies tailored to NTT’s needs:Â
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PPC Campaign Overhaul and Global ExpansionÂ
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- The PPC campaigns underwent a comprehensive overhaul with an emphasis on refining keywords and ad copy, resulting in live operations across 12 priority markets.Â
- Mid-campaign restructuring, started in mid-September, introduced greater specificity and relevance to the ads, addressing user intent more accurately.Â
- Introduced Tech Solutions ad sets at the end of September to target niche market segments.Â
SEO Optimization and Content RefreshÂ
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- Comprehensive analysis of the landing pages led to a resolution of keyword cannibalisation, ensuring that each page uniquely addressed particular user queries.Â
- Keyword strategies for SEO were revisited to align with changing search patterns and user behaviors, further solidifying the organic visibility of NTT’s digital assets.Â
Programmatic Advertising and Regional FocusÂ
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- Launched location-based campaigns for NTT’s Global Data Centers (GDC) in Sacramento, Chennai, and Noida, gearing the message towards regional market demands.Â
- Allocated portions of the US Cloud budget to support collaborative services like Operator Connect and Cloud Voice WebEx, enhancing their market position.Â
Conclusion and Future Implications
The outcome of the NTT campaign not only demonstrates the efficacy of bespoke, strategic digital marketing planning but also sets forth a blueprint for similar B2B technology firms aiming to bolster their digital marketing efforts. By leveraging an intricate mix of targeted PPC campaigns, strategic SEO practices, and programmatic advertising finely attuned to market needs, NTT’s campaign moves the needle in audience engagement and online performance.Â
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The insights gleaned from this case study can empower other B2B entities to adopt and adapt tactics that resonate with their unique market positioning and client demographics. The very essence of digital marketing lies in its fluidity and adaptability; therefore, the strategies applied to the NTT campaign can be a source of inspiration for continuous improvement in this digital age.Â
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For organizations seeking to emulate the success of NTT, the case unambiguously underscores the importance of data-driven decision-making, the agility to pivot strategies mid-campaign, and the significance of localizing global approaches to fit regional variations. The diligent application of these learnings can drive comparable or even superior outcomes for burgeoning firms in the B2B tech sector. Â
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The NTT case study confirms that with the right digital strategies, ambitious objectives not only become achievable but can also pave the way for unprecedented market growth and client acquisition.Â
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