Cognizant Advertising 2005-2011
After a thorough search, the research team was unable to find sufficient information to analyze Cognizant's advertising strategy between 2005-2011. However, we have included helpful information we found throughout the research process and a detailed explanation of our research strategy to explain why the information was unavailable.
- Cognizant has acquired Fathom Solutions, a business solutions company in 2005. According to the former Cognizant CEO, the acquisition represented part of their successful strategy to combine "industry-focused IT consulting with their top-tier onsite/offshore model."
- In 2006, Cognizant started using its website to post press releases to inform the public about financial and geographical expansion details, along with occasionally promoting new services.
- From 2008 to 2011, Cognizant promoted and sold their services directly through staff and personnel, according to their 2008 general report.
- According to their 2008 general report, as of 2008, their marketing focus was on businesses with "intensive information processing needs".
- In 2011, the company promoted Malcolm Frank to Executive Vice President of Strategy and Marketing, with a role of furthering brand reputation initiatives, according to Cognizant's 2011 annual report.
The research team started our search by looking through company annual reports to find information for company advertising strategies and examples. Annual reports for years 2005, 2006, and 2007 provided no useful information regarding Cognizant marketing strategies or campaigns. The annual reports from those years focused only on revenue growth caused by marketing, not specifying the strategies employed. The 2008, 2009, and 2010 annual reports provided some insights into the company's advertising strategies but the information was scarce and wasn't sufficient to create an analysis. Cognizant's 2011 annual report had information about the new Executive Vice President of Strategy and Marketing, but didn't provide any additional information on the company's marketing strategies employed that year. What was evident by looking through Cognizant annual reports was that the company markets services through staff and personnel, focusing on businesses with intensive information processing needs.
In order to find examples and to gather more data points to create an analysis, the research team decided to check third party publications looking for reports on the company's advertising campaigns from the given years. The research team searched through relevant third-party publications that are known to have published reports as early as 2005, such as hubspot.com, inc.com, and entrepreneur.com. Unfortunately, the search determined that the desired information regarding Cognizant was very scarce in third-party publications for the years 2005-2011, with the publications focusing on irrelevant things like company partnerships with other companies instead. No information was available in third-party publications regarding how the company advertised or what channels it used to advertise in the given time period.
Next, the research team identified advertising channels commonly used in 2005 and later to look for the company advertisements published in the time period to list examples and create analysis. I have checked Cognizant advertisements for years 2005-2011 on Facebook and YouTube as these social media platforms were launched in 2005 or earlier. We also checked the company's Instagram profile but found that the company has not been active on the platform prior to 2015. Searches determined the company joined YouTube and Facebook in 2013. The research team also searched for TV commercials aired before the end of 2011, but found that information regarding commercials aired before 2014 is unavailable. Using this strategy we found that Cognizant has started using its website in 2006 to inform public about financial and geographical expansion details and to occasionally promote new services.
We have also checked for Marketing or Advertising awards that the company received between 2005 and 2011 to trace the advertising campaigns behind them to create analysis. However, we found that the company received awards in other business fields such as technology or consumers choice, rather than Advertising or Marketing, in this time period. Due to this, we were unable to move forward with identifying advertisement campaigns to provide examples and general advertising analysis.
The research team then decided the information available on the public domain isn't sufficient to create an in-depth analysis of Cognizant's advertising strategies between 2005-2011. However, we have included information about the company related to marketing that we found throughout our research as helpful findings.