Read the original post published on iCrossing’s Great Finds blog on May 3, 2013.
Tom Daly of Coca-Cola would like to see you use a mobile phone in one hand to put a Coke in the other. At the iCrossing CMO SummitMay 3, Daly, the group director of mobile and search at Coca-Cola, shared how Coca-Cola is using mobile marketing to put the brand within arm’s reach of consumers.
“We have some big, hairy, audacious goals,” stated Daly, referring to Coca-Cola’s ambition to double the company’s sales by 2020. And mobile marketing is the key to achieving that goal. There are many more mobile users in the world than people who buy Coke every day. Daly wants to inspire consumers to use their mobile phones to increase Coke sales around the globe.
“Mobile is the closest you can get to your consumer these days aside from bringing the product directly to their lips,” Daly asserted.
According to Daly, the key to creating connected moments with the mobile consumer is to understand how mobile can fuel impulse transactions. Daly shared how Coca-Cola learned from seeing individuals quickly and impulsively donate to the Red Cross for the Haiti Relief Fund via text message once they were connected to the cause. Those insights allowed Coke to understand that consumers can and will make impulse purchases via mobile if they are connected to that brand.
And Coke is an impulse purchase.
Making it easier for consumers to buy Cokes means ensuring that the transaction process is as frictionless as possible. There are fewer and fewer people carrying cash these days, and, because of that, sales of small purchases requiring a cash transaction are falling. With 60-percent of small purchase transactions expected to be made through mobile within the next five years, Daly and Coca-Cola will be focusing on enabling payments made through a mobile wallet for these impulse purchases.
With iCrossing’s help, Coca-Cola is now developing its mobile strategy to connect with consumers directly. Some of their tactics Coke will leverage include using apps, mobile video, location-based services and SMS texts (“Text is not sexy, but it works”). With these tactics, Coke will most definitely be within arm’s reach of the consumer, and be incorporated in the consumer’s mobile moments.
As a completely connected brand that understands how to incorporate itself into the mobile moments that matter to its customers and the world, Coca-Cola is a shining example of marketing in the moment at the iCrossing CMO SUmmit
Dana Notman is a senior natural search strategist for iCrossing