Online Marketing is also known as Internet Marketing or Web Marketing and is often referred to by experts such as Flowtown (2012) as being the New World of Marketing.
Blogstar (2012) state there are clear advatages for utilsing online marketing:
1. As it can be interlinked across all online material e.g. twitter, facebook etc
According to Hubspot (2012) Businesses need to consider the following when sending emails:
2. It can be constantly monitored and updated
3. More specific interaction with the target audience.
5. The internet is available 24/7 meaning potential customers can order products at any time.
6. It allows businesses such as Coca-Cola to carry out different campaigns across the World.
The use of email compliments social media marketing as it is a powerful and vaulabe means of reaching existing customer as well as prospects. (Blogstar 2012)
1. DON’T use Email to only sell
2. EARN the attention of Email Subscribers
In recent years Coca-Cola has remodeled its advertising in order to embrace Digital Media by utilising Facebook and Twitter (Mildenhall 2012)
An example of how Coca-Cola have embraced Digital Media can be found at:
Would anyone Share a Coke with me?
Cocla-Cola have embraced the use of digital media by allowing the users of their websites to follow them across all web platforms.
What is your preferred way of following a brand like Coca-Cola?
Digital Media has benefited Coke because they outlined that “If you’re going to be successful on multiple screens 24 hours a day then you have to have a lot of content. We used to get this from traditional agencies but now we can get it from everywhere.”
“Even the big guys occasionally get it wrong.” (Brand Channel 2011)
However, Digital Media has its negative effects, as found out by Coke in 2011. As stated by Brand Channel (2011), Coca-Cola for the first time in the brands history released limited edition white cans instead of red cans.
Fans used Twitter, Facebook and the Official Coca-Cola Blog in order to register dissatisfaction towards the white can. This included consumers accusing Coke of ‘trickery’ because people believed that the white can was a Diet version. Thereby, illustrating how Digital Media can have a negative impact on the brand as Coke withdrew the white can. However, the use of Digital Media enabled Coke to upload a ‘Coke Fact Sheet’ outlining each can. (Brand Channel)
Check out the Coca-Cola adverts for the White can!
Check out the TOP 100 Social Brands
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