Coca Cola’s Digital Marketing!

 

When your business is not flourishing or sales have been decreasing continuously, it is important to evaluate the market strategy because marketing is equally important as the product of company is.

So what should a company consider while evaluating the marketing strategy?

Metrics are the key factors which plays considerable part to get success. Marketing evaluation consist long list of metrics and implementation of each metrics depend on which area company is targeting for evaluation.

In order to evaluate the digital marketing , it is very important for a company to decide what exactly they want, what the company trying to achieve? Whether looking to create awareness, drive sales or simply want to boost the engagement factor. Having understanding of KPIs and metrics is most crucial part of this job.

 

Traffic metrics

Significant knowledge about how traffic flows to your site can give an insight on how effective a particular digital marketing technique is. When measuring site traffic one should not just rely on the page views and number of visitors but also on how many active visitor website receives. The more active visitors website receive, the greater chance of getting potential customers.

 

Conversion metrics

Conversion metrics helps in measuring how many visitors actually get converted into leads or sale which makes is valuable and tangible metrics.  Conversion rates also give an insight about what particular area will deliver the highest profit. In addition, conversion metrics also measure the rate of return visitors which gives an insight about what exactly entice the customer or if customers are not visiting again what area needs an improvement.

Revenue metrics

The success of your digital marketing can be measured by revenue metrics. It gives you an information about whether the marketing is profitable or not so you can make adjustments accordingly. The higher the conversation, the bigger revenue company achieves.

Return On Investment (ROI): The Return on Investment can be measured by website that traffic which eventually converts into new paying customers. This matric also helps in identifying which area of digital marketing is driving sales and revenues and which areas needs an improvement.

 

 

Coca-Cola thinks that all corporate websites are dead, in order to justify their thoughts, they have re-launched their website with the modification of high visual as humans are visual-oriented and when people see any images or videos they are more likely to influenced compare to any post or article which exclusively consists words. The content of website themed around pop culture, social media, marketing campaigns, career advice and brand history. This themes give a human impression to the website and makes it different from the traditional corporate website.

 

 

To develop a new website, Coca-Cola invested in testing and understanding to know about what types of content attracts most its targeted audience. Coca-Cola has also started posting stories in a blog post to engage more traffic. Website also provides an option of feedback on site, and through this options they interact with their consumers. By observing comments and feedback of consumers, Coca-Cola found that specific type of news or information about Coca-Cola have been most popular content among all. For instance, background on marketing campaigns, history of Coca-Cola or information about the designation of employee within the company, all had high level of readership. Which proves that company specific stories have a relevant place on the new website. Coca-Cola use these observations in their future content planning and each article or story has share buttons to promote content across a social media platform such as Blogger, Facebook and Twitter.

Digital marketing metrics gives an insight to the company and flexibility for making adjustments. By using these metrics for digital marketing, Coca-Cola has become a leader of the market and consistently  proving that with the use of metrics how can a company evolve and create the brand image across social media platforms.

REFERENCES:

coca-cola company. (2016). [online] Available at: http://www.coca-colacompany.com/

coca-cola company. (2016). [online] Available at: http://www.coca-colacompany.com/coca-cola-unbottled/every-day-is-election-day/

Digital Marketing Philippines. (2013). 14 Most Important Metrics to Focus in Your Digital Marketing Campaign (Infographic). [online] Available at: http://digitalmarketingphilippines.com/14-most-important-metrics-to-focus-in-your-digital-marketing-campaign/

 

By: pravin chaudhari

username: pravin136

student id: 215050842

 

Nike is a knight of marketing!

In order to promote the brand, company creates a message to influence the consumers and sends it to target audience, audience receives and understands it. Is it that simple?

NO, because few messages could be misunderstood, misinterpreted or maybe ignored. Promotion of brand is very crucial job as it requires vast amount of money, time and decision making in terms of selecting the target audience, mode & type of advertisement. To make this tough task easy, IMC (integrated marketing communication) tool comes into the picture.

(pinterest 2016)

Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together by integrating all the promotional tools, so that they work together in harmony (American marketing association).

Nike is a good example of an organisation that uses different kinds of communication to promote its brand. Nike started a campaign since its inception with a consistent messaging “Just Do It”. The campaign was a great success  across all communication platform including print media,television and social media. By this campaign Nike created a strong brand and it resulted in differentiation from its competitors and the ability to demand a higher price.

 (2020 brand + marketing visionaries 2015)

Image is also very important in the highly sporting goods market with aggressive competition from Adidas and Reebok. Reebok has changed its brand messages several times over the year but Nike has been following a same image and famous “Just do it” campaign since its inception. The logo of Nike has taken the world by storm as we can see the logo everywhere. Therefore, it can be said that Nike has boosted the company’s revenue with a consistent brand message which sets a true example of marketing excellence.

Nike First “Just do it” Advertisement

(RW Italy, 2013)

The viral marketing through social media sites like Youtube, Facebook and Twitter has always been company’s forte. Nike has loyal consumers which helps them to build their ‘word of mouth’ marketing successful. One can always find Nike keeping their followers engaged in something or the other, be it replying to a query of a customer or playing a contest before the launch of a new shoe or anything which people could talk about and share with their friends. ‘Word of mouth’ also helps the brand garner a positive public relation and Nike’s website and new letters are always to up to date to maintain the same status. The company has also launched an application with the name of nike + which can keep a track on daily fitness and one can share their statistics with their friends and family.  

Celebrities endorsing  

Source: (pinterest)

Nike also uses celebrities to endorse their brand to represent their ideal target audience or user of the Nike’s products. Nike’s advertisements have always featured  highly popular personalities from sports background. When these personalities appear in the advertisement, the target audience perceives that their favorite player or celebrities use Nike’s product which prompt them to buy a company’s product.  The choice of Michael Jordan,Maria Sharapova and Tiger Woods by Nike shows that how effective a brand endorsement can be for a firm to sustain and main competition in market.  

Nike utilizes advertising as a part of showcasing interchanges

The firm utilizes advertising to deliver social issues connected to the organization, for example, sweatshops and the utilization of green innovation. Moreover, the firm uses advertising by supporting philanthropy occasions and comparative exercises. Along these lines, Nike’s showcasing interchanges blend utilizes advertising to address issues and advance the brand, so that present and potential customers would have a superior impression of the brand.

(Frikerlolla x, 2016)

An Integrated Marketing Communications (IMC) strategy enhances the effectiveness of the branding strategy to use the right message using the medium to achieve your business goals. IMC aligns and synergies every group and department to collaborate and deliver results. IMC provides the ability to achieve a consistent corporate branding that delivers significant bottom line results.

Utilizing IMC offers noteworthy favorable circumstances and a particular upper hand for an organization as monetary results, and the capacity to contend at an elevated level with the cooperative energy IMC gives the organization.

REFERENCES

Imc.wvu.edu. (2016). Integrated Marketing Communications | What is IMC? | West Virginia University. [online] Available at: http://imc.wvu.edu/about/what_is_imc [Accessed 3 May 2016].

Marketing Mixx. (2011). Marketing Plan of Nike. [online] Available at: http://marketingmixx.com/marketing-plan-2/164-marketing-plan-of-nike.html [Accessed 3 May 2016].

Multimedia Marketing. (2016). Integrated Marketing Communications – Multimedia Marketing. [online] Available at: http://multimediamarketing.com/mkc/marketingcommunications/ [Accessed 9 May 2016].

Managementstudyguide.com. (2016). Integrated Marketing Communication Tools. [online] Available at: https://www.managementstudyguide.com/integrated-marketing-communication-tools.htm [Accessed 6 May 2016].

RW Italy, (2014). Spot Nike 1988. [image] Available at: https://www.youtube.com/watch?v=p_xozTo6wrU [Accessed 6 May 2016].

Frikerlolla x, (2016). Nike – IMC promotional activities and consumer behaviour in response. [image] Available at: https://www.youtube.com/watch?v=kqVAOZj3iF8 [Accessed 3 May 2016].

 

By:

pravin chaudhari

username: pravin136

student id: 215050842

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Samsung eats Apple for breakfast!

 

In the continually evolving market place, a company needs to adapt their products with time.  In product and business model development make sure you are clear on whether you are differentiating, neutralizing or optimizing. If you get your choice wrong you will die, if you get it right a global market leadership position is just round the corner, for a little while anyway.

Nokia got its choice wrong and faced its demise. Where did Nokia go wrong?

The answer of this question is “Market Research”. As Nokia has believed solely in product efficiency; they underestimated the power of market research in order to survive in the market with consumer holding. Now Samsung and Apple do not want to take any chance in the market place therefore market research has become the key to attain leadership in the wireless industry.

Marketing research informs; not replaces the knowledge, insights and gut decision-making of business people, creative designers and marketers. Marketers need to use marketing research; not only as a shield to hide behind risk aversion or as a scapegoat for poor decisions, but also as a partner in creativity, innovation as well as revenue generation. Marketing research must include creative qualitative research approaches to gathering information as well as intuition in interpreting and utilising data. Quantitative measurements works in collecting data through survey and experiments regarding the choice of consumer at a mass level.

Both companies conduct market research to secure their place; what puts Samsung a step ahead of Apple?

Once Apple’s co-founder Steve Jobs stated that “It is not the consumer’s job to know what they want.” This statement shows that he was not in favour of market research much like Nokia. However, the demise of Nokia taught a lesson to Apple which persuaded them to carry out market research.

Apple follows “Ethnography” to carry out its market research in which Apple does not conduct traditional consumer research. In this method, they observe how people use their devices and notice how customers interact when they walk into an in an Apple store. Here, a store person plays the role of an ethnographer ( Philip W. Schiller, Vice-president of world wide marketing at Apple Inc).

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Samsung has a work atmosphere that moves with the times owing to which they constantly churn out a miscellany of gadgets . It sees what the business sector reacts to, pushes victories, and kill disappointments. What’s more now, instead of simply giving a less expensive and lesser iPhone, it has separated itself with bigger screens, diverse elements, fruitful promoting, and conveying what buyers need by using qualitative and quantitative techniques.

The Note is an impeccable sample which created after a qualitative research. The organization found through statistical surveying that Asian-dialect speakers specifically needed a gadget that they could hand-compose on, in light of the fact that drawing characters is less demanding with a pen. The outcome was a blend telephone/tablet (“phablet”) that has been a surprising hit.

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        BCW, (2012).

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In addition, Samsung  used network insight to vacuum up any information related with iPhone 5 that was posted on social media platform. Vitally, Samsung utilized the dashboard to discover what individuals were posting online about the iPhone–rather than simply searching for posts about Samsung’s own particular items. They then distinguished particular grievances about the iPhone where their own particular items outflanked Apple’s items, and changed showcasing effort to underline these Samsung solid focuses.

Period	Samsung	Apple	Huawei	Xiaomi	Lenovo*	Others
2015Q2	21.4%	13.9%	8.7%	5.6%	4.7%	45.7%
2014Q2	24.8%	11.6%	6.7%	4.6%	8.0%	44.3%
2013Q2	31.9%	12.9%	4.3%	1.7%	5.7%	43.6%
2012Q2	32.2%	16.6%	4.1%	1.0%	5.9%	40.2%

Source: IDC, Aug 2015

A different approach to market research makes Samsung bigger than iPhone. Here, one thing is clearly seen that iPhone is still reluctant to rely on the market research tool to capture the maximum market. On the contrary, Samsung is going great guns in recognising the consumer taste. Samsung believes in optimizing highest level of profit in terms of revenue rather than securing brand image like iPhone.

 It is important to regularly assess the strengths and weaknesses of competitors, who is your customer,  what they want and whether there are any gaps in the market for a new entrant. This can be crucial during all stages i.e beginning, running or growth stage. However, market research makes it easier as Samsung  has been doing.

By,

Name: Pravinkumar Chaudhari

username: pravin136

student id: 215050842

References

BCW, (2012). Samsung Galaxy Note Ridicules Apple Fans. Available at: https://www.youtube.com/watch?v=0-BpvxmguTo [Accessed 16 Apr. 2016].

Cooper, J. (2013). Samsung’s Creative Qualitative Research. [online] BuyerSynthesis. Available at: http://buyersynthesis.com/blueocean/creative-qualitative-research/ [Accessed 18 Apr. 2016].

Heisler, Y. (2016). How Apple conducts Market Research and keeps iOS source code locked down. [online] Network World. Available at: http://www.networkworld.com/article/2222892/wireless/how-apple-conducts-market-research-and-keeps-ios-source-code-locked-down.html [Accessed 18 Apr. 2016].

Owens, J. (2014). How Samsung Outflanked Apple Using Social Media Research – Research Access. [online] Research Access. Available at: http://researchaccess.com/2014/07/social-media-research/ [Accessed 18 Apr. 2016].

Shankland, S. (2011). ‘Steve Jobs’ biography: A wealth of detail. [online] CNET. Available at: http://www.cnet.com/news/steve-jobs-biography-a-wealth-of-detail/ [Accessed 18 Apr. 2016].

Vascellaro, J. (2016). Turns Out Apple Conducts Market Research After All. [online] WSJ. Available at: http://blogs.wsj.com/digits/2012/07/26/turns-out-apple-conducts-market-research-after-all/ [Accessed 18 Apr. 2016].

http://www.idc.com. (2016). IDC: Smartphone Vendor Market Share. [online] Available at: http://www.idc.com/prodserv/smartphone-market-share.jsp [Accessed 18 Apr. 2016].

 

 

 

Are you a puppet?

You start your day with a cell phone and ends it with the same. Have you ever wondered what would be the first thing you would do if you don’t have a cell phone?  The answer would be NO, why? Because your habits have been targeted by the maker of products. There was a time when a company used to make a product to satisfy the need of the consumer but now it is creating the need among the consumers in order to accept their products.

Few significant factors play a vital role in consumer behaviour such as culture, perception, habits, behaviour, routine and these are the factors which stimulate the choice of consumer. In other words company focus on these areas to target their consumer. In the process of stimulation customer first gets a cue from the company about their new product via advertisement. Subsequently, watching these ads becomes a part of your daily routine and once your consciousness supports the product, producer wins the battle over you.

Now, the question arise, are you choosing the brand or the brand is choosing you?

And the answer of this question may lies in the following examples

Culture

McDonald’s strategy is to play with the culture, give culture to  the customer not the burger or meal.  Whenever McDonald moves to new market, it studies the behaviour of the customer in that particular market and then decide its menu accordingly .For example, In India McDonald serves vegetarian menu and the name of product has been modified such as king burger became maharaja burger.

In Japan, the name of the restaurant is adjusted for the katakana, the appropriate Japanese script for foreign words. In Japan, they call it ‘Makudonarudo’, (マクドナルド), a more appropriate and attractive sound in Japanese. The sizes of Burger and fries are much smaller than the ones in US to suit eating habits. McDonald does not localize themselves, they say we McDonalize the whole market.

 

Perception

Tesla emerging with a new strategy of consumer behaviour in which a company follows the perception of consumer, those consumer who are concern about the environment, who appreciates the innovation and in my opinion only a rich person can appreciate the innovation by buying the product. This target market of Tesla is wise, who does not get influence by others perception, they have their own logic which makes them more concern about the quality and features of the car rather than how cool the advertisement is or who is endorsing the brand. But again is it just their choice or they have been manipulated as a new marketing strategy tool?

 

 

Halo effect 

Apple plays with the mind of consumers by introducing their new inventions subsequent to their superior product. For example, entering the market with a computer and after achieving the superiority in this segment they jumped into cell phone industry. By this time Apple has garnered the trust of their consumers and brought halo effect into action due to which consumers started buying their new products such as I PAD, I WATCH based on their experience with the previous product.

Conscious interference

The relation between consciousness and decision making is complicated as a consumer can think about one aspect, but simultaneously considering other aspects on the basis of stored information in conscious mind is difficult ( Dijksterhuis & Nordgren, 2006 ). Amazon targets this inability of consciousness by providing the facility to compare the prices and shop from home by using your handy smartphone. This is the new level of marketing strategy in which a company controls your consciousness and does not give you any chance of slipping from their fist.

Martin Lindstrom ,author of buyology book explains how consumer being manipulated by a strategy.

After discussing the strategy of dominator, it can be said that yes, consumers have been a puppet of the producer but the inclination of the consumers has started diverting to a self-conscious and logic in terms of perception by considering the introduction of new phenomena of market strategy by Tesla motors.

By: Pravinkumar chaudhari

username: pravin136

student id: 215050842

 

REFERENCES

Anon, (2016). [online] Available at: https://www.linkedin.com/pulse/how-tesla-changing-consumer-behavior-world-way-we-buy-justin-topliff [Accessed 4 Apr. 2016].

blurGroup. (2016). What is the Secret to McDonald’s Global Branding Success?. [online] Available at: https://www.blurgroup.com/blogs/marketing/what-is-the-secret-to-mcdonalds-global-branding-success/ [Accessed 4 Apr. 2016].

Marketing91.com. (2015). Marketing strategy of Amazon – Amazon marketing strategy. [online] Available at: http://www.marketing91.com/marketing-strategy-of-amazon/ [Accessed 4 Apr. 2016].

Marketingminds.com.au. (2016). Marketing Minds | apple_branding_strategy. [online] Available at: http://www.marketingminds.com.au/apple_branding_strategy.html [Accessed 4 Apr. 2016].