Digital Marketing Megatrends 2017
Learn the 5 pillars of multichannel marketing and 9 actionable trendsFREE DOWNLOAD
I read yesterday that Coke have a new revamped corporate website, a nice example of responsive design. Not your average corporate site and a major step in implementing their 2020 vision for marketing. It's a site that's much closer to being a consumer magazine title than what we might expect from a large corporate website.
I've mixed feelings about Coke being positioned as pioneering in modern marketing, listening to them you'd be forgiven for believing that their Content 2020 vision is somehow leading edge, world changing stuff. They are "ahead of the game" compared to some corporates on one hand, I guess, yet on the other hand, especially given their size, they're way behind the pace.
To top it off, they're seriously embarrassed by Red Bull when it comes to inspiring and market leading content marketing, in fact marketing in any form. I have no doubt that they gaze enviously at Red Bull these days - how times change from the 1950's Coke billboards, where spending more cash than anyone else pretty much guaranteed your success [link Seth], not the case in 2012.
“Coca-Cola can no longer rely on 30-second-TV-centric brand communications... we must instead create the most compelling content in the world... we have to have fat and fertile ideas at our core.”
Jonathan Mildenhall, VP Global Advertising Strategy & Creative, Coca-Cola
The area where Coke's position feels a little contrived to me is where they talk about "provocation," which doesn't sound so 'social'? That word starts to feel a little like the usual big brand "hey look at our ace stuff," complete with Facebook advertising and promoted tweets, as opposed to actually being a part of the social conversation. In reality, it'll be difficult for Coke to genuinely be a part of the social conversation, as you'd suspect a lot of the conversation around their brand is not a conversation they'll be so keen to have.
That said, nor is their problem unique - after all is Coca-Cola any more unhealthy, a product than say Red Bull - less so, probably. So it stands then, make your content amazing enough, I'm thinking Old Spice Guy, Tippex's Hunter and Red Bull's Stratos or Art of Flight, and of course that social conversation actually looks after itself, the brand is halo'd even if people aren't necessarily a fan of the product.
“The hot thing is to talk about being publishers. We have this belief in great, real content and creating content that can be spread through any medium as part of our ‘liquid and linked’ strategy… my team, the digital communications and social media team, has been re-formed in the last year to look more like an editorial team at a long-lead magazine… with a production schedule and an editorial calendar.”
Ashley Brown, Director for digital communications and social media, Coca-Cola Company
Coke do have a serious vision though, and it's always worth taking time to see what we can learn for our own brands and organisations.
I've summarised our 7 take-aways below and also embedded the videos below so that you can watch them yourself.
When you watch the videos you'd be forgiven for immediately thinking that this is the usual brand or corporate rhetoric, but if you dig deeper there's, not surprisingly, much that we can take from what Coke are saying. The majority of the messages are things you'll have heard before, more than once most likely, but the Coke spin is equally interesting.
Let us know what you take from this in the comments - is it useful or just marketing or corporate rhetoric?
By Danyl Bosomworth
Dan helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan's interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan's background here Linked In.
Start the discussion on our community and social networks
Recommended Blog Posts
What is headless CMS and how can it benefit marketers? It’s a question that you may have either been asked or have asked yourself in the last few months—”what exactly is headless CMS and why should marketers care?” It’s unproven. It’s …..
Popular Blog Posts
Statistics on consumer mobile usage and adoption to inform your mobile marketing strategy mobile site design and app development “Mobile to overtake fixed Internet access by 2014” was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an …..
Landing page examples and best practice advice Discussion of web design in companies who don’t know the power of landing pages still often focuses on the home page. But savvy companies know that custom landing pages are essential to maximise conversion …..
Use the RACE Planning System to get ahead in your digital marketing The first edition of my book Internet Marketing: Strategy, Planning and Implementation from 2001 included a popular template for creating what we then called an Internet Marketing Plan. Today, …..