Coke tastes best when… not flat.

I’m sure you’ve seen it. I’m sure you’ve watched the ads. I’m sure you’ve at least heard of it! Do you know what I’m referring to now?

No, I’m not referring to Pepsi. Stop talking about Pepsi and their ridiculous advertisement to end war with Pepsi. Just stop.
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I’m talking about the OTHER ad. You know the one… With the red background and the woman wearing a yellow dress. You got it now?

Let’s talk about this insane advertisement. Not once does the brand even mention it’s own name, but you still know what it’s referring to. Just by looking at the colours, red and yellow, and knowing where “that place where Coke tastes so good” even is.

Okay you must have realised what I’m talking about. Otherwise, please Google “the place where Coke tastes so good” then come back… Please come back.

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With Coca Cola being such a popular soft drink, it’s intriguing how this brand has leveraged Coke and Google to boost its brand image.

So, what makes this ad so successful?

With such bad advertising and publicity lately on social media, it’s finally time for some genius marketing to happen. Let’s just say, for one, it’s great timing! This ad has come and answered all our prayers for some good advertising.

  1. Google “that place where Coke tastes so good”.
  • Seriously do it. Then comment below what happened. Seriously, you won’t regret it. It’s just… wow. Boom. Mind blown.

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  1. “That Place where Coke tastes so good” website
  • It literally goes through all the reasons why Coke tastes the best at this place. It even points out how Pepsi made a terrible ad and that they are doing exceptionally well. I think the whole idea of getting consumers to interact by Googling something to find out more is such an amazing thing. It gets consumers who are genuinely intrigued with the advertisement talking about the brand and boosting its brand image through social media platforms.
  1. Their advertisements
  • So, their advertisements stars Mindy Karling who talks about “that place” with delicious tasting Coke. There are three advertisements – Search It, Secret Identity, and Beverage Technician.
  • They are very subtle advertisements. They go for no more than 30 seconds and tell you everything you need to know about this brand without even naming it.
  • Consumers can easily tell which brand the ads are referring to, from the famous colours of red and yellow. Mindy Karling also uses her humour to talk about the brand in a different way, such as how great one part of the brand is instead of overall how great the brand is.
  • Instead of boasting about how great their products are, Mindy talks about one great aspect and requests consumers use their mobile devices to “Google that place where Coke tastes so good”.
  • In this way, consumers are talking about the brand in relation to Coca Cola on their own and deciding for themselves whether it’s good or bad. The company loses nothing and the ad doesn’t damage its brand image because consumers are deciding their own opinions, rather than the brand deciding for them.
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4. What does this mean for advertising?

  • To me, it means that bigger is not always better and simple might be best. This brand has shown us, marketers, that consumers are moving towards online and it’s important to make your company accessible on the internet. Especially, accessible online through all devices. If you’re going to put anything online, make sure that it can be accessed through all devices and that it’s displayed properly on all devices. It’s also important to let your target audience know that you’re responding to their needs, by adapting as they adapt.

So, what do you think? Do you love it? Do you hate it? I mean, I love it. I think it’s great! And super clever. But the real question is, who wants a $1 Coke from that place?
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Until next time, leave a comment below and give this post a like!

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I really like memes

I couldn’t sleep the other night and was scrolling through Tumblr and noticed that everything I was reblogging and liking was a meme.

I don’t think I need to provide a definition for what a meme is. But for the off chance that there is a reader who is unfamiliar with the term, a meme is a funny image, video or phrase that is spread across the internet due to it’s ability to humour people.

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There’s just something about memes that are extremely funny but also super simple at the same time. It’s amazing how connected we all feel with each other based on a photo, video or even just a phrase. It has definitely become a norm in our society. With such large platforms such as Facebook, Instagram, Tumblr etc it is difficult to go a day without actually seeing a meme.

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So, what implications does this mean for a digital marketer?

Well I guess it means that the internet has a place for humour. As marketers, we can use this to our advantage as consumers feel connected when they share similar humour.

A lot of businesses that use social media, have begun using memes in their everyday updates. For example, Popcherry, an online clothing store, has been using a lot of memes to connect with its target audience. Their target audience is young females so most of their memes are female related.

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Obviously for Popcherry, using memes on their social media is working in their favour. It engages consumers to look at the meme and then take a look at their brand. It demonstrates to consumers that Popcherry knows what they want and can deliver it.

However, not all brands reel in the likes. Some brands actually reel in hate instead. There are a lot of brands that are trying to use memes to communicate with its consumers but don’t use it properly or effectively that it reels in a lot of negative attention.

Yes, it’s nice that brands are incorporating memes into their advertising but it needs to be done right. There is a right and wrong way to use memes and slang. If used correctly, it draws in consumers like free food. If used incorrectly, you’ll get shamed like Cersei in Game of Thrones.

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What do you think? Do you like when brands use memes? Or would you prefer it stay amongst us consumers and let it naturally become popular?

Until next time, click this post to leave a comment and give this post a like

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“Evolving consumer behaviour and attitude isn’t just a function of age or even a life stage.”

Today’s blog post title quotes an article I read recently on Marketingmag called Are your customers Millennials or just highly evolved?

To summarise (for those who can’t be bothered reading), Anjali Lai an analyst for Forrester wrote an article about how technology and growth in digitisation will change Australian marketing. Forrester uses a spectrum called “Empowered Customer Segmentation” to measure the shifts in consumer behaviour and attitudes responding to innovation and categorising them into segments.

Here’s the image provided in the article. It demonstrates how to apply Forrester’s Empowered Customer Segmentation in Asia Pacific.

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These are the five different segments consumers fall under, depending on their response to innovation and change.

  • Progressive Pioneer: demand product and service innovation
  • Savvy Seekers: first to learn about innovation & engage with new changes
  • Convenience Conformers: anything that is convenient only after they are widely available
  • Settled Survivor: motivated by adaptation, not trends
  • Reserved Resisters: least enthusiastic about product or service

From these segments and the percentages above, you can see that Australian companies have an opportunity to engage customers through digital. There is a wide-open opportunity to increase the number of Progressive Pioneers and decrease the number of Reserved Resisters.

So, what does this mean for you? Why even care about this segmentation? What does it imply to a future marketer? What does this imply to a consumer?

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Well, that’s simple. The title explains it all.

Consumers are ever-changing with their wants, needs, and demands that it doesn’t make sense to group people based on their function of age or life stage.

Forrester’s Empowered Customer Segmentation has opened a gateway to a different perspective of understanding a consumer and looking for a new way to reach them digitally.

For a future marketer, as empowered customer expectations grow, there will be a need for a better understanding of customer motivation, growth in empowerment, trends, smartphone usage etc. With this growing need of learning more about consumers,

(1) You can definitely find a job. There is so much work to be done in terms of developing and maintaining digital marketing, that there is no way you’ll be unemployed when you graduate (given you actually try and put in the work).

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(2) There is so much more to learn. Look at all the opportunities we have, as future marketers, to embrace and take advantage of. Now is the time to act.

For a consumer, as the world is becoming digital you have the power to make things the way you want it to be. Businesses and marketers are always analysing your every online move. So, move swiftly and carefully as it can determine how you use the internet.

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Even with all of this knowledge there is one important factor that cannot be overlooked. It is prominent that marketers, business leaders, and organisations understand that it’s about finding the right digital experience, not about the product or service.

Yes, the quality and value of a product and service is important. However, it means nothing if it doesn’t provide the consumer with the experience they want from the product or service.

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This article has given me so much to think about in terms of where digital marketing can take us. But I leave you with some questions to think about:

  • What type of segment do you fall under?
  • How has going digital changed your life?
  • What do you want to be improved?

Until next time, click this post to leave a comment and give this post a like

Where do you want to go eat?

This question gets asked more than we think it does. Every single couple, group of friends or even first dates will experience this dreadful question.

The possible answers are in a constant battle of “I don’t know” or “You choose” or “I’m happy with anything” – even though you low-key want to go to that Mexican place with the soft tacos.

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You see… Most of the time, it’s difficult to pick a place to eat because you may not know where to even begin looking. I personally like to use Instagram or Zomato to grab ideas.

With social media growing rapidly, we are all equipped with apps such as Facebook, Instagram, Snapchat, Tumblr etc. These platforms have become the greatest weapons a business will use in order to draw you into buying their products or using their service.

Well, here’s the game changer. Not only are they going to convince you to buy unnecessary products and services, but they’re also going to tell you where you should go eat too.

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Hootsuite, a social media management platform, discovered that 71% of customers base their purchasing decisions from what they find out on social media. Apparently, using Instagram can grow a business’ audience by up to ten times.

Now, we all know how Instagram runs nowadays. It is full of social media influencers who will showcase their make up skills, beautiful athletic bodies or aesthetically pleasing homes to draw in consumers. Instagram has basically become the home-ground of using the hashtag “goals” and seeing the comment “omg want”.

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So, it makes sense that now restaurants, bars, and hotels are leveraging these influencers to draw attention to their established businesses. “Hotels, bars, and restaurants are tagged every 28 seconds on Instagram”, says Hootsuite.

And I guess at this point you’re probably wondering, “What does this all mean?”

Basically, it means that as a consumer we are changing the way we make decisions. We are moving away from research, hardcore evidence and our own experiences. As social media rises, consumers are looking at follower count, amount of likes, positive/negative comments and reviews, how often it’s shared, and even who the influencer is.

Social media has given us (consumers) the ability to jump onto any band-wagon even if it’s “all show, no result”, as long as there are lots of followers, likes, and shares.

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If you’re a business entering into social media, here’s some advice:

  • Be social – What I mean by this is, actively post photos, videos, and read and respond to comments from customers.
  • Choose your platform carefully – You don’t want to be stuck with a platform that consumers don’t use or can’t all access.
  • Plan, plan, plan – There is nothing more embarrassing than seeing an amazing flat-lay of brunch and seeing a spelling mistake in the description.
  • Be consistent – Ensure that your activity aligns with what your business is about.
  • Prepare to spend money, time & energy – There’s a 24/7 expectation from customers who will want to be endlessly entertained.
  • Keep it simple & easy to understand – You don’t want something complicated that causes confusion in your customers.

So, the next time you hear or ask the question “Where do you want to go eat?” be sure to check out what the latest hype is.

Until next time, click this post to leave a comment and give this post a like

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