MARKETING CONFERENCE
SIMON MILES, DIGITAL DIRECTOR AT COCA-COLA ENTERPRISES
about happiness, sharing and so on. If we stick to what we’re brilliant at and then fi nd new ways to talk about people, I think we’ll be fi ne. But in the case of brands that don’t stand for anything, consumers are going to ask why they should look at your video, or whatever it may be.
Real-time marketing is one way to make that connection between a brand and its consumers more
immediate and contextually relevant. What role does it play in Coca-Cola’s strategy? It’s fairly early days in this space, so like everyone else we’re trying to fi gure out what works and what doesn’t. We have been experimenting though. For us there’s one fairly obvious trigger in our marketing: the weather. If it’s hot and sunny people are more likely to buy a Coke than they would be on a wet Wednesday in January. We’ve been looking at changing the number of banner ads when we know the forecast is good. That’s an example of contextual relevance triggering our marketing in real-time. If the weather reaches a particular temperature, a certain plan of activity is triggered. It could be the messages we place on an ecommerce or mobile site, or it might involve more new- fangled technology. For example, fridges with doors that are actually interactive video screens to which we can upload
specifi c information if it’s a beautiful, sunny day.
Another angle we’re looking at
involves the use of geo-location data. Knowing someone is in a specifi c location can trigger certain activity. If you’re in a railway station at 12.30pm, say, and there’s an Upper Crust kiosk there, we may well be sending you messages about a particular meal deal that Coke is involved in. Those are the sorts of areas where we’re looking to become much more instant.
IT’S A
CHALLENGE FOR
BRANDS, BUT WE ALL NEED TO LISTEN MORE”
What role do online communities (on social media or elsewhere) play in helping Coca-Cola achieve its business objectives? Communities are increasingly important and it comes back to listening and being smart about what’s on consumers’ minds and how you respond to that. Opinions are formed very fast and spread very quickly on social media. We’re working closely with
retail partners such as Asda and Ocado. Coke’s own Facebook page has 83 million ‘Likes’ and people are going
there because they’re looking for cool content to share. But if you’re on the Ocado or the Asda Facebook page, you’re in a different mind-set – you might be a mum looking for recipe inspiration or deals. That shopper mind-set requires different content. It means understanding what your communities are looking for and being able to provide something they want. Community doesn’t just mean concentrating on your own brand site. It’s about how you promote your product in other areas.
‘Inventing the future’ is the second part of your presentation title. What are likely to be some
of the signifi cant factors in digital marketing over the next couple of years?
Something I often say to my team is
‘just because you can, that doesn’t mean you should.’ You need to keep in mind where your consumers are at. We’re not all going down the street on hover-boards wearing Google Glass quite yet. If you want to go at scale now, you need to be where your shoppers and your retailers are now. A degree of pragmatism is required in the short term. Last year we launched a new
product, Vanilla Coke. For years on Amazon you’ve been able to pre-order books and DVDs before they come out, but no one had ever done this with a FMCG product. So, before Vanilla Coke was launched you could pre-order it at Ocado. It sounds obvious, but it really sped up the adoption rate, which is hard to do in FMCG, so it solved a real business issue for us. It got picked up on social media where it got a lot of coverage, but there’s nothing revolutionary there. It’s something Amazon had been doing for years. Sometimes the solution is more obvious than you think.
cokecce.co.uk
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Conference takes place at The Royal College of Physicians in London on Thursday 17 July. Find out more and register for your place at:
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garodigital.co.uk/Conferences.aspx ARTICLE JON FORTGANG 31 issue 21 july 2014
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