Examples of Coca-Cola Mobile Marketing had been introduced by the previous articles, including MyCokeRewards, 2010 Winter Olympic Games-themed Program and WSJ interactive video advertisments. But what the benefits are??
1. Mobile Marketing enabled Coca-Cola to have interactive communication with consumers without any location limitation.
2. Deliver brand messages to consumers with lower cost, and also obtain higher response rates on the above Coca-Cola mobile marketing campaigns.
According to information from Harte-Hanks' Aberdeen Group, MyCokeRewards achieved 5.2% click-though rate with the mobile advertisement campaign and average 9% participation rate in My Coke Rewards mobile program.
A series of Mobile Marketing campaigns enabled Coca-Cola to understand the best way to keep those consumers engaged and built those long-term relationships.
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