Coca-Cola to focus on New Media Marketing
Nov 23
In Coca-Cola’s 2020 Vision Meeting held last week with several analysts, journalists, and bloggers, Coca-Cola shared a rough marketing blueprint and their strategy for the coming year. I was expecting them to do the usual but I was really blown away with they said. Their chief markeitng and commercial officer, Joe Tripodi, said “People are demanding more and more for their time and attention. People need to be constantly entertained now, [it's an] ADD economy. We’re changing fundamentally from being TV commercial producers to content developers. … We’re leading a new and unique approach … from purely mass marketing to one-on-one marketing.”
Coca-Cola is not ditching their TV Commercials, because that’s not the point of New Media. It has it’s own purpose and it’s complimentary to traditional media. They went on to explain that the company recognizes how fragmented media is these days and that the best thing to do is to recognize the trend and to adapt and innovate with it.
Operational Marketing
Another interesting concept which they touched on was “Operational Marketing”. Wendy Clark, their senior Vice-President for integrated marketing, shared that “”Our view on consumer connection now has to include not only earned media and PR but all the way into the store and shelf. One hundred forty million people watch the top 10 TV shows in the U.S. And there are 140 million people that go into Walmart stores each week. Is Walmart a media channel? Yes. You have to include in-store activation in your connections thinking to create value for them and build brands.”
It’s not the bits and pieces that will make your brand successful, it’s the entire campaign and I really admire the people over at Coca-Cola for boldly committing to something like this. It will definitely be interesting to watch them do their magic in the coming months.
So… what now?
This validates and gives more weight on the power of New Media and Integrated Marketing. This also signals the rise of new careers for people who are really interested in carving out a names for themselves in New Media. I know that this is probably already status-quo in the US and other developed countries, but this is still something that a lot of senior marketeers and executives here in the Philippines have trouble accepting and applying.
Just like what my late grandfather used to say when we were running late: “Umiikot ang mundo ngunit nakatayo lang tayo dito.” (The world is spinning yet we’re just here standing still)
For the full article, head on over to Adage.com.
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So… more work for you and me? Haha. Thanks for sharing this!
Hopefully that’s the case Vince. Hahaha!
Lolz you know prior to my first professional job ever, I was being interviewed in a smaller ad agency for potential work. Anyway the owner who I totally forgot his name mentioned that (at that time) there’s another media aside from Trad and BTL — and he said SM (as in the mall). At first I was like “okay, crazy guy here” but after a while it kinda does make sense. Malls are in themselves a distribution and media channel (activation channel and such). Interesting to note lang from what was written up there about Walmart. hahaha. ^_^ of course this was pre-Facebook days. lulz