All Marketing Starts With Customers
Article #1
The Coca Cola Company is currently searching for an agency that can assist them with social media monitoring. They are looking into several agencies with varying capabilities in digital, PR, social media, and media planning/buying. One of these agencies is 360i which is the digital agency for many of Coca Cola brands. Coca Cola is interested in finding an agency that can give them a consistent, structured way to monitor activity on social media sites such as Facebook and Twitter.
This article really shows how valued customer opinion is to marketing strategy. Coca Cola is making a specialized effort to get into the mind of their consumers and see what they are saying about their brands in social media contexts. Coca Cola spokeswoman, Kerry Tressler says, "We want to yield the most information about what consumers are saying about our brands, so we know what they are looking for." This quote showcases how companies understand how important it is to be aware of what their consumers are saying about their products.
Questions:
1. I was surprised to find that Coca Cola had not yet set up anything official to monitor social media about their products. Do you think they are behind in their marketing in respect to social media compared to other corporations?
2. Why types of insights in the Coca Cola product consumer might they find looking in social media that they may not find otherwise?
The recent NFL lockout not only put a halt to the NFL, but to the world of fantasy football as well. There are more than 30 million people in the US and Canada who play fantasy football. The large majority of participants in these leagues are young males who are passionate about the NFL. As soon as the lockout ended in July, advertisers like Volkswagon, Toyota, Subway, and Snickers, jumped to fill the ad space in everything connected to fantasy football.
Those young men who play fantasy football are exposed to ads that have been specifically targeted to them. I find it interesting how this article really shows what a basic, yet crucial, element the consumer is in marketing. When the NFL was in lockout, so was fantasy football as well as its advertising. All of the advertising placed in fantasy football would be lost without the fantasy football customer.
Questions:
1. Do you think there could be other ways for advertisers to reach fantasy football players if the NFL had continued to be in a lockout?
2. Do you think fantasy football advertisers should focus more on targeting their market as "young males" or as "NFL Super Fans"?
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