Welcome to my “Coke marketing strategy.”
Coca-Cola's strategic director emphasized that brand-to-consumer communication has become important because of digital and social contact in real time and that the role of creativity and authenticity in marketing has increased. https://www.blogger.com
As part of the ADMA Unplugged webinar series, CMO interviewed Monica McGurk, vice president of strategic development and e-commerce, Coca-Cola North America. She explains that creativity and innovation still play an integral role in marketing, but at the same time, the destructive innovation of the digital and data sectors has changed the way consumers interact with their brands.
There is one fundamentally changed part. It is the speed with which marketers have to give some brilliant ideas. McGrath is in charge of identifying market trends and analyzing how this will affect Coca-Cola's business. He also oversees the North American e-commerce channel (distribution channel) and works with the brand's digital channel team.
McGurk said in a webinar: "We need to continue to deeply and meaningfully understand our consumers and customers, communicate communications that encourage us to engage with our brands, and raise our standards for creative capabilities." She then went on to say, "Now we know that the consumer owns our brand, and we learned this part of the 1980s when we launched New Coke, where consumers were able to connect us with their past memories, The current digital terrain emphasizes the importance of two-way communication, so we are constantly talking to consumers. All campaigns can reflect this. "He added.
There is one fundamentally changed part. It is the speed with which marketers have to give some brilliant ideas. McGrath is in charge of identifying market trends and analyzing how this will affect Coca-Cola's business. He also oversees the North American e-commerce channel (distribution channel) and works with the brand's digital channel team.
McGurk said in a webinar: "We need to continue to deeply and meaningfully understand our consumers and customers, communicate communications that encourage us to engage with our brands, and raise our standards for creative capabilities." She then went on to say, "Now we know that the consumer owns our brand, and we learned this part of the 1980s when we launched New Coke, where consumers were able to connect us with their past memories, The current digital terrain emphasizes the importance of two-way communication, so we are constantly talking to consumers. All campaigns can reflect this. "He added.
McGurk said the real-time interaction with consumers has reached its peak.
"Speed is dependent on the credibility and strength of the marketer, and it is not possible to go through the five-step process of responding to Instagram posts and tweets. No, now it's only a few hours, maybe a few minutes, and we have to be creative to recognize the place and the moment that catches and grasps the incredible opportunities to interact with social media and digital media, "she said.
McGurk has taken Coca-Cola as an example of "Share a Coke" as one of its efforts to be more creative. It is the campaign that started in Australia and is being modified in the United States to suit the local environment. Coke Sharing is a campaign that encourages consumers to find and share Coca-Cola products printed with their family and friends' names and to introduce them online.
One couple bought Diet Coke, which had several names printed, and posted a post that told her family and friends about her pregnancy by opening the cans. The Coca-Cola marketing team delivered the couple with a Coca-Cola product with the names of the people who were released to date. It means to choose the name of the child to be born there.
McGurk said, "It was a great response for the moment, and it is a symbolic example of customer engagement that we want to promote."
"Speed is dependent on the credibility and strength of the marketer, and it is not possible to go through the five-step process of responding to Instagram posts and tweets. No, now it's only a few hours, maybe a few minutes, and we have to be creative to recognize the place and the moment that catches and grasps the incredible opportunities to interact with social media and digital media, "she said.
McGurk has taken Coca-Cola as an example of "Share a Coke" as one of its efforts to be more creative. It is the campaign that started in Australia and is being modified in the United States to suit the local environment. Coke Sharing is a campaign that encourages consumers to find and share Coca-Cola products printed with their family and friends' names and to introduce them online.
One couple bought Diet Coke, which had several names printed, and posted a post that told her family and friends about her pregnancy by opening the cans. The Coca-Cola marketing team delivered the couple with a Coca-Cola product with the names of the people who were released to date. It means to choose the name of the child to be born there.
McGurk said, "It was a great response for the moment, and it is a symbolic example of customer engagement that we want to promote."
Coca-Cola is also working to inject creativity into its business plans and strategies for its distribution partners and retailers. The company recently built a Customer Innovation Center where partners can experience new products, packaging, modeled retail environments, and equipment upgrades. It also operates a virtual retail center.
Learn from the data
Data is also evolving. Coca-Cola is integrating internal information assets and partner information assets. To gain new insights, and to accommodate 'test and learn' methods.
"We are committed to experimenting with something, acting swiftly to gain insights from these experiments, and on the basis of this learning, continue to develop principles," McGurk said.
"We cannot say that we have mastered these parts, it is a process of mastering, but we study practically," she said. "Then McGrork said," The purpose of learning, the assumptions It is important to clarify from the outset the risks of wanting to learn about management, which is also the process of identifying a rapid prototyping methodology. We can get 'real' feedback from the market and establish a plan before it is too late This is aimed at creating an efficient return on investment. "
McGurk acknowledged that data explosion could lead to 'paralysis'. But the way to overcome this stressed the direction of action.
She said, "We need to clarify questions and decision-making methods and know that risk can be involved here, but when we unify data-related capabilities and discover data streams that were not possible in the past, The more time will pass, the better.
Learn from the data
Data is also evolving. Coca-Cola is integrating internal information assets and partner information assets. To gain new insights, and to accommodate 'test and learn' methods.
"We are committed to experimenting with something, acting swiftly to gain insights from these experiments, and on the basis of this learning, continue to develop principles," McGurk said.
"We cannot say that we have mastered these parts, it is a process of mastering, but we study practically," she said. "Then McGrork said," The purpose of learning, the assumptions It is important to clarify from the outset the risks of wanting to learn about management, which is also the process of identifying a rapid prototyping methodology. We can get 'real' feedback from the market and establish a plan before it is too late This is aimed at creating an efficient return on investment. "
McGurk acknowledged that data explosion could lead to 'paralysis'. But the way to overcome this stressed the direction of action.
She said, "We need to clarify questions and decision-making methods and know that risk can be involved here, but when we unify data-related capabilities and discover data streams that were not possible in the past, The more time will pass, the better.
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