What are SMEs interested in?
Microsoft wanted to better understand what happens when people talk about and research Cloud Computing online.
We listened to the comments about Cloud and found a distinct set of voices, people and organisations that all added to discussions in their own unique ways. This helped us understand, profile and advise Microsoft on how to target these different groups in the best way.
Microsoft has been using these insights to develop more effective content to reach specific interest groups while optimising their search campaigns.
“This really helped us find our blind spots. It gave us a new perspective and insight into what small and medium sized businesses actually look for and talk about. Which means we can engage with them much more effectively.”
Mark Johnston / Head of Digital