How Cisco is pursuing a marketing transformation

Cisco, the technology company, is transforming its approach to marketing in reflection of rapidly changing marketplace realities.

Two years in to a program of transformation, Cisco still has a way to go until its “marketing is always on, always optimizing.”

Old habits, even in Silicon Valley, are often hard to break. And Cisco, the San Jose, California-based tech giant, effectively marketed its high-tech hardware the same way for 30 years, conceded Joseph Puthussery, the organization’s vice president/digital marketing.

Joseph Puthussery, vice president/digital marketing, Cisco

“We used to – and we still do, to be honest – have a product culture that’s all about launches and events,” he explained at the Association of National Advertisers’ (ANA) 2018 Masters...

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