Question 2 [30]Coca-Cola’s Digital Marketing Strategy has been a resounding success. You are appointed as the Marketing Manager for the group - how would you go about planning for digital marketing for future activities. Provide a comparative analysis between vision-based versus real-time and conclude which method will be used and why. Read the below scenario and then answer the questions that follow:What You Can See from Coca-Cola's Digital Marketing StrategyOne of the brands that achieve notable successes in digital marketing, Coca-Colaoften creates the most splendid campaigns that take place on top of our minds.Coke is often associated with happiness and it's a fact that in Mandarin, Coca-Colameans "Delicious Happiness". Reflects directly into sentiments, the company's buildsthe marketing strategy upon happiness as a concept in a whole and augments theidea in every form of marketing. Just think about that when evaluating the Coca-Cola's ad campaigns.The secret to its success is still unknown in formula yet starting in its first year ofoperation in 1886 in Atlanta, Georgia, creator John Pemberton sold an average justof nine servings of Coca-Cola every day. Today, 133 years later, that daily numberhas increased to 1.9B servings of the company's products in total.So, let's deep dive into the digital marketing success of Coca-Cola and analyse theunique strategies of the brand.• Direct Engagement with FansCoca-Cola's #VerdaderoAmigo ad campaign celebrates true friendship, unity,teamwork and happiness by re-designing its iconic wavy ribbon into the "fist bump"symbol. The extensive campaign focuses on friendship by framing it against itsopposite the cruelty, loneliness and isolation that can be worse than evernowadays because of cyberbullying. With its grand visual metaphor for spreadinggood vibes online, felt a bit removed from the real social difficulties teens face. Bycontrast, this new work feels fresh and immediate.• Targets Millennial AgeSuccessfully adapts itself to the new technologies and new generation, Coca-Cola isbasically a beverage that is composed of caramelized sugar and carbonated water.This explains the target market at all, and the company basically acts like a teenagemagnet to identify its precise customer data.Created by Wieden + Kennedy London, shows a woman transported by the taste ofCoke back to memories of enjoying it on the beach, at the movies, on a ski slope andmore - all accompanied by the supersized tongue. It's accompanied by a track titled"La La La" that will be released on streaming platforms including Spotify. Thecampaign also includes OOH, digital, experiential and PR elements. • Personalized Customer ExperienceTweet with hashtag #CokeMyName to have your name & a unique fact about it staron a billboard. After the triumph of the clever drinkable billboard for Coke Zero, CocaCola's recent outdoor campaign, lets you tweet to have your name splashed on a bigscreen. Here's to taking out-of-home advertising to a whole new level!Coke amped up their digital marketing activities to build a campaign activated withTwitter. Once someone fires off a tagged tweet, it gets displayed on the big screen inlights. Furthermore, a webcam across the street automatically snaps a picture of theperson's name. Coke's social media team then tweets back the photo to the personwithin an hour. So you don't need to be present in Times Square to see your name inthe light. Neat trick, don't you think?The activation generated about 200 messages and was able to raise brandawareness and increase the traffic to the website, engagement and followings onsocial media.• Global OutreachCoca-Cola's World Cup campaign ran globally and involved two polar bears thatreacted to events on the field in real time. Gmail and remarketing were the primarychannels used to promote this PPC campaign. A suite of adverts were created foreach city and the ads were scheduled to run when matches were played in each city,making them more relevant and capture the attention of the audience. The campaignprogress and results were reported on a weekly basis.The report focused on the progress of each individual channel including cost perclick, average session duration, app downloads and total ad spend.As the campaign progressed, we saw continual improvement in performance as ourongoing optimisations helped make the campaign spend work harder.3mImpressions550kPageviews38%Engagement rate29%Increase in website trafficThrough a combination of interest and audience targeting we were able to show theads to a highly engaged audience.The audience could interact with the polar bears, who were supporting differentteams, by asking questions and posting photos to Facebook or Twitter.

Question

Question 2 [30]Coca-Cola’s Digital Marketing Strategy has been a resounding success. You are appointed as the Marketing Manager for the group - how would you go about planning for digital marketing for future activities. Provide a comparative analysis between vision-based versus real-time and conclude which method will be used and why. Read the below scenario and then answer the questions that follow:What You Can See from Coca-Cola's Digital Marketing StrategyOne of the brands that achieve notable successes in digital marketing, Coca-Colaoften creates the most splendid campaigns that take place on top of our minds.Coke is often associated with happiness and it's a fact that in Mandarin, Coca-Colameans &#34;Delicious Happiness&#34;. Reflects directly into sentiments, the company's buildsthe marketing strategy upon happiness as a concept in a whole and augments theidea in every form of marketing. Just think about that when evaluating the Coca-Cola's ad campaigns.The secret to its success is still unknown in formula yet starting in its first year ofoperation in 1886 in Atlanta, Georgia, creator John Pemberton sold an average justof nine servings of Coca-Cola every day. Today, 133 years later, that daily numberhas increased to 1.9B servings of the company's products in total.So, let's deep dive into the digital marketing success of Coca-Cola and analyse theunique strategies of the brand.• Direct Engagement with FansCoca-Cola's #VerdaderoAmigo ad campaign celebrates true friendship, unity,teamwork and happiness by re-designing its iconic wavy ribbon into the &#34;fist bump&#34;symbol. The extensive campaign focuses on friendship by framing it against itsopposite the cruelty, loneliness and isolation that can be worse than evernowadays because of cyberbullying. With its grand visual metaphor for spreadinggood vibes online, felt a bit removed from the real social difficulties teens face. Bycontrast, this new work feels fresh and immediate.• Targets Millennial AgeSuccessfully adapts itself to the new technologies and new generation, Coca-Cola isbasically a beverage that is composed of caramelized sugar and carbonated water.This explains the target market at all, and the company basically acts like a teenagemagnet to identify its precise customer data.Created by Wieden + Kennedy London, shows a woman transported by the taste ofCoke back to memories of enjoying it on the beach, at the movies, on a ski slope andmore - all accompanied by the supersized tongue. It's accompanied by a track titled&#34;La La La&#34; that will be released on streaming platforms including Spotify. Thecampaign also includes OOH, digital, experiential and PR elements. • Personalized Customer ExperienceTweet with hashtag #CokeMyName to have your name & a unique fact about it staron a billboard. After the triumph of the clever drinkable billboard for Coke Zero, CocaCola's recent outdoor campaign, lets you tweet to have your name splashed on a bigscreen. Here's to taking out-of-home advertising to a whole new level!Coke amped up their digital marketing activities to build a campaign activated withTwitter. Once someone fires off a tagged tweet, it gets displayed on the big screen inlights. Furthermore, a webcam across the street automatically snaps a picture of theperson's name. Coke's social media team then tweets back the photo to the personwithin an hour. So you don't need to be present in Times Square to see your name inthe light. Neat trick, don't you think?The activation generated about 200 messages and was able to raise brandawareness and increase the traffic to the website, engagement and followings onsocial media.• Global OutreachCoca-Cola's World Cup campaign ran globally and involved two polar bears thatreacted to events on the field in real time. Gmail and remarketing were the primarychannels used to promote this PPC campaign. A suite of adverts were created foreach city and the ads were scheduled to run when matches were played in each city,making them more relevant and capture the attention of the audience. The campaignprogress and results were reported on a weekly basis.The report focused on the progress of each individual channel including cost perclick, average session duration, app downloads and total ad spend.As the campaign progressed, we saw continual improvement in performance as ourongoing optimisations helped make the campaign spend work harder.3mImpressions550kPageviews38%Engagement rate29%Increase in website trafficThrough a combination of interest and audience targeting we were able to show theads to a highly engaged audience.The audience could interact with the polar bears, who were supporting differentteams, by asking questions and posting photos to Facebook or Twitter.

Accepted Answer

Note: The answer has been framed in a generalized manner.
 
The above case is about Coca-Cola's…