Answered: Question 2 [30] Coca-Cola’s Digital…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Question 2 [30]
Coca-Cola’s Digital Marketing Strategy has been a resounding success. You are appointed as the Marketing Manager for the group - how would you go about planning for digital marketing for future activities. Provide a comparative analysis between vision-based versus real-time and conclude which method will be used and why.

Transcribed Image Text:Read the below scenario and then answer the questions that follow: What You Can See from Coca-Cola's Digital Marketing Strategy One of the brands that achieve notable successes in digital marketing, Coca-Cola often creates the most splendid campaigns that take place on top of our minds. Coke is often associated with happiness and it's a fact that in Mandarin, Coca-Cola means "Delicious Happiness". Reflects directly into sentiments, the company's builds the marketing strategy upon happiness as a concept in a whole and augments the idea in every form of marketing. Just think about that when evaluating the Coca- Cola's ad campaigns. The secret to its success is still unknown in formula yet starting in its first year of operation in 1886 in Atlanta, Georgia, creator John Pemberton sold an average just of nine servings of Coca-Cola every day. Today, 133 years later, that daily number has increased to 1.9B servings of the company's products in total. So, let's deep dive into the digital marketing success of Coca-Cola and analyse the unique strategies of the brand. • Direct Engagement with Fans Coca-Cola's #VerdaderoAmigo ad campaign celebrates true friendship, unity, teamwork and happiness by re-designing its iconic wavy ribbon into the "fist bump" symbol. The extensive campaign focuses on friendship by framing it against its opposite the cruelty, loneliness and isolation that can be worse than ever nowadays because of cyberbullying. With its grand visual metaphor for spreading good vibes online, felt a bit removed from the real social difficulties teens face. By contrast, this new work feels fresh and immediate. • Targets Millennial Age Successfully adapts itself to the new technologies and new generation, Coca-Cola is basically a beverage that is composed of caramelized sugar and carbonated water. This explains the target market at all, and the company basically acts like a teenage magnet to identify its precise customer data. Created by Wieden + Kennedy London, shows a woman transported by the taste of Coke back to memories of enjoying it on the beach, at the movies, on a ski slope and more - all accompanied by the supersized tongue. It's accompanied by a track titled "La La La" that will be released on streaming platforms including Spotify. The campaign also includes OOH, digital, experiential and PR elements.

Transcribed Image Text:• Personalized Customer Experience Tweet with hashtag #CokeMyName to have your name & a unique fact about it star on a billboard. After the triumph of the clever drinkable billboard for Coke Zero, Coca Cola's recent outdoor campaign, lets you tweet to have your name splashed on a big screen. Here's to taking out-of-home advertising to a whole new level! Coke amped up their digital marketing activities to build a campaign activated with Twitter. Once someone fires off a tagged tweet, it gets displayed on the big screen in lights. Furthermore, a webcam across the street automatically snaps a picture of the person's name. Coke's social media team then tweets back the photo to the person within an hour. So you don't need to be present in Times Square to see your name in the light. Neat trick, don't you think? The activation generated about 200 messages and was able to raise brand awareness and increase the traffic to the website, engagement and followings on social media. • Global Outreach Coca-Cola's World Cup campaign ran globally and involved two polar bears that reacted to events on the field in real time. Gmail and remarketing were the primary channels used to promote this PPC campaign. A suite of adverts were created for each city and the ads were scheduled to run when matches were played in each city, making them more relevant and capture the attention of the audience. The campaign progress and results were reported on a weekly basis. The report focused on the progress of each individual channel including cost per click, average session duration, app downloads and total ad spend. As the campaign progressed, we saw continual improvement in performance as our ongoing optimisations helped make the campaign spend work harder. 3m Impressions 550k Pageviews 38% Engagement rate 29% Increase in website traffic Through a combination of interest and audience targeting we were able to show the ads to a highly engaged audience. The audience could interact with the polar bears, who were supporting different teams, by asking questions and posting photos to Facebook or Twitter.

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