Coca cola follows a 5 lesson guide in marketing their products, these steps are:1. Create Liquid content by creating liquid content is to ‘create’ ideas so ingenious that it attracts people and how it does will just flow as like a liquid, thus named ‘liquid content’.
eg: this content must be able to beg people to want to share it with others, making viral on the internet such as on social media platforms, etc. it can be anything from an image to a video even an article of the item, however it needs to have the aspect that makes people want to know more to let others know of it as well.2. Ensure content is linkedit would be useless if you came up with an amazing idea but it does not link with the supposed original item and/or company’s goals, brand and even customers interest.
3. Create conversationsas more brains are better then one, coca cola impletmented the idea of having conversations with consumers, by talking to them learning the ideas and stories which could help coca cola in getting even greater audiences. How do they do this? They provoke conversations with consumers and the act by reacting to those conversations and ideas any day of the year. Social media such as youtube, facebook, twitter, etc has made it simpler and easier to communicate with people around the world providing “greater connectivity and consumer empowerment”, by interacting with their audiences, consumers, fans.
4. Move into dynamic storytellinginstead of just using one way storytelling, coca cola advanced to using dynamic storytelling. Dynamic storytelling is by evolving a story through interacting and conversing with customers/consumers by multiple media platforms and social networking sites “Storytelling has moved on from static and synchronous to multifaceted, engaged and spreadable.”5. Be brave and creative with your content creationIt can be used with the ‘liquid content’ by applying the 70/20/10 investment principle where 70% is safe content, 20% is the innovation of things which work well and 20% being that of high risks.
This gives a layout to follow in order to develop content which is visual and engaging to audiences that they will be able to captivate audience’s attention. This would be done though the web, being able to fully utilize multimedia and its interactive content.“Coca Cola has come to the conclusion that the world has moved on from the 30 second TV ad. So has the the Old Spice brand and many other businesses who are embracing social media as part of their marketing strategy. We need to move towards a genuine consumer collaboration model that builds buzz and adopts a more iterative approach to content creation.
Learning how to fuel the conversations, act and interact has never been more important. Consumers ideas, creativity and conversations have been set free with the evolution of social networks, learning to leverage and wrangle those conversations to increase your brand visibility is now a vital part of your marketing.”“In summary, Coca-Cola’s goal is to obtain a share of popular culture – by executing strategies that position them as a groundbreaking, storytelling brand. Every day they will strive for something bigger and better because Coca-Cola’s C-suite understands that in marketing, in the end”
