Wednesday 29 February 2012

Enhancing Digital Media

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.
4.      It only takes a click to gain a sale
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
Where is your Favourite Brand?
Posted by at Wednesday, February 29, 2012

13 comments:

  1. Anonymous29 February 2012 at 06:43

    I found the 'white' can confusing as I thought it was a diet coke. I find the coke fact sheet very useful!

    Where can I buy the cokes with my name on?

    Also in reference to the question; I follow Coca-Cola on Twitter because the message from Coca-Cola are more specific compared to Facebook.

    Thanks

    Nick

    ReplyDelete
  2. Craig Fessey29 February 2012 at 06:48

    Thanks for the comment. The Share a Coke campaign is only available in Australia. Here is the link https://www.facebook.com/#!/CocaColaAustralia

    If you have any more questions post below!

    Thanks for your interest

    ReplyDelete
  3. Anonymous29 February 2012 at 10:27

    Great definition of what online marketing is! Very original and authentic!

    ReplyDelete
  4. Craig Fessey29 February 2012 at 16:33

    Thanks, the definition took me ages to find! I appreciate your comments!

    ReplyDelete
  5. Anonymous29 February 2012 at 16:34

    I like to follow Coke via their online Blog as the information is constantly updated!

    Thanks for the excellent blog posts! well constructed! i cant wait for the next post!

    Thanks

    Steven

    ReplyDelete
  6. Anonymous29 February 2012 at 16:37

    Keep up the good work!!!!!! :) Fantastic Blogging! I find it interesting how Brands such as Coca-Cola are embracing social media.

    Craig, what is your preferred method of following Brands?

    Cheers

    Katie

    ReplyDelete
  7. Craig Fessey29 February 2012 at 16:40

    Thank you! I like to use Twitter as it means that the Brands are limited to the 140 Characters resulting in more concise and to the point messages! Follow me @CraigFessey

    I hope this answers your question :)

    Where is your favourite 'brand' on the list?

    What do you think of the white can?

    Thanks for the comments everyone

    ReplyDelete
  8. Anonymous29 February 2012 at 16:43

    My favourite brand on the list has to be ASOS as i frequently purchase clothing from their website. I found the white can confusing as previously mentioned by Nick. I liked the concept behind Coke working with Polar Bears though! I have learnt so much from reading your Blog.

    Katie

    ReplyDelete
  9. Craig Fessey29 February 2012 at 16:44

    Thanks Katie.

    May I ask how everyone managed to find my Blog?

    ReplyDelete
  10. Anonymous29 February 2012 at 16:45

    I found it by searching for Blogs on Twitter

    Katie

    ReplyDelete
  11. Anonymous29 February 2012 at 16:46

    I received a recommendation on Facebook to read your Blog from a friend.

    Cheers mate

    Steven

    ReplyDelete
  12. Anonymous1 March 2012 at 13:38

    I like the way you have incorporated the Digital Videos of the Coke Adverts.

    ReplyDelete
  13. Ian Kennan3 March 2012 at 13:34

    Hi Craig,

    Excellent blog post!

    I've got a question regarding The Coca Cola White Can campaign. What do you think was the key factor for Coca Cola when they decided to implement the white can concept? I understand that each year they create a special design for Christmas, but why such a drastic change this year?

    Ian Kennan

    ReplyDelete

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