Weakness of Coca-Cola Mobile Marketing

Nowadays, Mobile Marketing still has some weakness to match up with Coca-Cola's development as the following:

1. The above mobile application could not accessed by all of mobile phone users (e.g. Traditional non-smart-phone users) which is incompatible with mass marketers role of Coca-Cola.

2. Active visual effects by Flash format is the main element on Coca-Cola's messages in their offical website and advertisements, and those are not allowed by SMS delivery and which means Coca-Cola can only send simple text messages to those consumers only.

3. Most of mobile marketing campaigns are launched on Western countries which is ignoring the potential segments in Asia. For example, My Coke Rewards can only be participating by US residents only.

In particular, to China audiences, the headcounts of massive Online and mobile are growing larger and larger every year. According to projections from Forrester Research, China will have 1.3 billion subscribers and 957 million mobile Web users by 2014. Therefore I believe that Coca-Cola could gain extraordinary benefits in developing mobile marketing in Asia.

Source : MobileMarketingWatch

Benefits of Coca-Cola Mobile Marketing

Examples of Coca-Cola Mobile Marketing had been introduced by the previous articles, including MyCokeRewards, 2010 Winter Olympic Games-themed Program and WSJ interactive video advertisments. But what the benefits are??

1. Mobile Marketing enabled Coca-Cola to have interactive communication with consumers without any location limitation.

2. Deliver brand messages to consumers with lower cost, and also obtain higher response rates on the above Coca-Cola mobile marketing campaigns.

According to information from Harte-Hanks' Aberdeen Group, MyCokeRewards achieved 5.2% click-though rate with the mobile advertisement campaign and average 9% participation rate in My Coke Rewards mobile program.

A series of Mobile Marketing campaigns enabled Coca-Cola to understand the best way to keep those consumers engaged and built those long-term relationships.

Source : Mobilemarketers

Coca-Cola Case study - Interactive Video Advertisement

Because of the rapidly increment of Apple devices usage, Coca-Cola has launched full-page interactive video advertisements for WSJ (Wall Street Journal) iPad Application users.

Let's pay attention to the following screen captured description of Coca-Cola pop-up advertisement:

Here is the front page of the Wall Street Journal application, there is a small Coca-Cola advertisement on the bottom left hand side.

When a user clicks on the advertisement, it expands and users can get more information about "Live Positively" campaign by click on the “learn more” button.

Moreover, Coca-Cola is also running a full-page advertisement via the application to show the exact calorie information and giving consumers choices between low-calorie, no-calorie and naturally sweetened beverages.

Here is a screen captured of the full-page advertisement:

I considered that is not only advertisement for Coca-Cola’s product, but also deliver brand message for the consumers – Coca-Cola keeps in mind on your healthy needs.

Source : MobileMarketers