Weakness of Coca-Cola Mobile Marketing

Nowadays, Mobile Marketing still has some weakness to match up with Coca-Cola's development as the following:

1. The above mobile application could not accessed by all of mobile phone users (e.g. Traditional non-smart-phone users) which is incompatible with mass marketers role of Coca-Cola.

2. Active visual effects by Flash format is the main element on Coca-Cola's messages in their offical website and advertisements, and those are not allowed by SMS delivery and which means Coca-Cola can only send simple text messages to those consumers only.

3. Most of mobile marketing campaigns are launched on Western countries which is ignoring the potential segments in Asia. For example, My Coke Rewards can only be participating by US residents only.

In particular, to China audiences, the headcounts of massive Online and mobile are growing larger and larger every year. According to projections from Forrester Research, China will have 1.3 billion subscribers and 957 million mobile Web users by 2014. Therefore I believe that Coca-Cola could gain extraordinary benefits in developing mobile marketing in Asia.

Source : http://spd4290-09813955s.blogspot.com/2010/07/weakness-of-coca-cola-mobile-marketing.html

Benefits of Coca-Cola Mobile Marketing

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.

Source :http://spd4290-09813955s.blogspot.com/2010/07/benefits-of-coca-cola-mobile-marketing.html

Coca-Cola Case study - Interactive Video Advertisement

Because of the rapidly increment of Apple devices usage, Coca-Cola has launched full-page interactive video advertisements for WSJ (Wall Street Journal) iPad Application users.

Let's pay attention to the following screen captured description of Coca-Cola pop-up advertisement:

Here is the front page of the Wall Street Journal application, there is a small Coca-Cola advertisement on the bottom left hand side.

When a user clicks on the advertisement, it expands and users can get more information about "Live Positively" campaign by click on the “learn more” button.

Moreover, Coca-Cola is also running a full-page advertisement via the application to show the exact calorie information and giving consumers choices between low-calorie, no-calorie and naturally sweetened beverages.

Here is a screen captured of the full-page advertisement:

I considered that is not only advertisement for Coca-Cola’s product, but also deliver brand message for the consumers – Coca-Cola keeps in mind on your healthy needs.

Source : http://spd4290-09813955s.blogspot.com/2010/07/how-coca-cola-utilize-mobile-marketing_05.html

Coca-Cola Case study - My Coke Rewards & 2010 Winter Olympic Games-themed Program

As mentioned, Coca-Cola had launched mobile marketing projects to deliver brand messages and this article will introduce the mobile marketing projects implementation process in brief.

1. My Coke Rewards Account (For US Residents Only)
Customers could obtain rewards by collecting the codes on specially-marked Coca-Cola products, and track their points and activities via SMS alerts everywhere. User-friendly interface allowed customers to choose rewards with their favorite categories. Coca-cola could understand the customers' purchasing behavior and provide suitable product via analyzing relative data from this loyalty program.

2. 2010 Winter Olympic Games-themed Program

Coca-Cola will promote the co-branded mobile campaign to feature high-profile Olympic champions and contenders known as the Coca-Cola “Six Pack” of athletes, limited edition Olympic Games-themed packaging, and “mobile media and digital experiences.

By working with NBC to support a custom WAP site, Coca-Cola lets audiences brings fans into the Vancouver experience by playing energetic, familiar sounds related to the Games like air horns and cowbells and the sounds associated with drinking a Coke—ice clinking, pouring, the first 'ahh'—right on their iPhone and iPod touch.

Source : http://www.3-study.com/redirect.php?url=http://spd4290-09813955s.blogspot.com/2010/07/how-coca-cola-utilize-mobile-marketing.html

Definition of Mobile Marketing and relationship with Coca-cola

Mobile Marketing is meant to describe marketing with mobile device, such as mobile phone and PDA. Marketers could utilize series of solutions to communicate with audiences. For examples, Short Message Service (SMS), Multimedia Messaging Service (MMS), Wireless Application Protocol (WAP) and QR Code (Quick Response Code). According to the report published by Forrester, which is on June 2010, about 74% of online retailers either already have or are developing a mobile strategy to deliver brand messages to their target audiences with lower costs.









As the largest global soft drink manufacturer, Coca-Cola has been launched mobile marketing projects to match up with their marketing campaigns. Incontestably, that could help Coca-Cola to enhance customer relationship.








Source : http://spd4290-09813955s.blogspot.com/2010/07/mobile-marketing-is-meant-to-describe.html