I find the structural outline of organization at Coca Cola to be an interesting view in to the changing landscape of marketing for national brands. CMO.com has an interview with a VP over there:
http://www.cmo.com/articles/2015/4/8/cmocom-europe-interview-mark-elkins-vp-digital-sales--marketing-cocacola-enterprises-.html
Here is a snippet from that piece:
In a traditional marketing sense the split is pretty clear; The Coca-Cola Company leads above-the-line and we manage below-the-line. In a digital world it's a lot more complex.
We think about digital in five broad ways: The first is about using digital to encourage consumers to fall in love with the brand; brand digital engagement.
You have to take in to account digital in today's world and the 'Participation Age'. They are attempting to account for the changing landscape and from what I've seen they are doing a pretty good job at it. Doesn't mean they'll help their declining sales considering the issues with the products they sell but this is a solid approach.
Happy Reading,
J.W. Gant
We think about digital in five broad ways: The first is about using digital to encourage consumers to fall in love with the brand; brand digital engagement.
You have to take in to account digital in today's world and the 'Participation Age'. They are attempting to account for the changing landscape and from what I've seen they are doing a pretty good job at it. Doesn't mean they'll help their declining sales considering the issues with the products they sell but this is a solid approach.
Happy Reading,
J.W. Gant
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