Coca-Cola learned to do online marketing, or Imarketing as they called it. This is bad news. I do hate Coca-Cola (the drink not the company), as I am confident it is very bad for human health and I hopped it will cease to exist in an open communication world that we start living, where people will express their instatisfaction with Coca-Cola (again, the drink). Now I am not so sure anymore …Back to the speaker, Printz M. Pinkatt (he has no title, but I think he is a senior level online marketer within the company), and his speach. Coca-Cola learned to do online marketing. They divided it into Communication Planner and Interactive Marketing.
In the communication planner they create and share the brief, which has to be consistent. Their actual message is Open Happines With a Coke, and their goal is Brand Love. They use a daily shedule of each of us, in order so send us what we want, when we want, in the form we want and by doing this they create the brand love they need instead of advertising blindness.
Interactive marketing is divided in 8 channels:
1. Social media – they see it mostly as a way to communicate. Coca-cola imarketing lets consumer rule, in order to enjoy itself. The rule is more than 70% user generated content and less than 30% Coca-Cola global, regional or local message. For example, they only issue 3-5 tweets/day on Twitter, but they receive and respond to about 190.000 tweets and DM’s from other Twitter users each day.
2. Mobile marketing – because it’s perfect for the old Coca-Cola marketing strategy, at the reach of a hand, as there is always a mobile there.
3. Brand websites. The most important 8 brand owned by Coca-Cola have more than 160 brand sites today, but Coca-Cola plans to decrease this number to 20 by the end of 2010 in order to create a unity and coerence in sending the message.
4. Gaming. Coca-Cola is using lots of gaming for imarketing, both owned and sponsored and he showed us a nice demo that only played on Nokia and I am iPhone user so …
5. Partnership with strategic online players such as FaceBook, AOL, Google, in order to simply to advertise, but to find up what is coming next in internet
6. Global IT platforms are used to make standards and store consistent data that will then be used in CRM
7. CRM platforms work in about 25 countries (not in Romania), where Coca-Cola offers consumer rewards, like a free song at the end of the day, based on pin codes on bottles, in order to reach that Brand Love
8. New projects. Cola-Cola declares “We’re open! We want to try new staff!”
One question from the audience managed to get a figure that Coca-Cola never released before: the percentage of the global marketing budget of Coca-Cola corporation that is dedicated to imarketing (digital or online marketing) is from 10% to 20%, depending on each country and region, more specific on the country and marketing managers and how do they promote imarketing!
Another great ideea: Coca-Cola has an imarketing training school, that tries to level the knowledge on imarketing between more than 500 people involved in marketing Coca-Cola online.
In the end of this article, my very personal advice: Love Coca-Cola, but don’t drink it, is bad for your health!
This is #4 live blogging post in WebIT Sofia 2009.