Unit 17 P3 P4 P5 M2
D2
P3 Discuss the digital strategies that a selected business (coca cola) uses to meet two different
objectives.
P4. Different digital marketing compensation models
P5 Explain the benefits of, and concerns about, digital marketing from the perspective of both the
customer and the marketer.
M2. different digital strategies and compensation models used to create brand recognition and
brand loyalty.
D2. The Share a Coke digital marketing campaign and the McDonald's Monopoly campaign will be
addressed in this section.
+ References
, P3 Discuss the digital strategies that a selected business (coca cola) uses to meet two different
objectives.
Coca-Cola, the world's largest non-alcoholic beverage company, was the first company I investigated
for marketing methods. Coca-Cola has been "refreshing people everywhere" for 134 years, selling in
approximately 200 countries and territories.
Coca-Cola has used a variety of digital marketing methods for lead generation and brand awareness.
Banners, video promotion, and a mobile app are all examples of social media marketing.
Video marketing is becoming increasingly popular as a kind of content marketing for brand
awareness. People nowadays are too lazy to read an entire article on a topic; instead, they prefer to
watch a brief YouTube video and obtain all the information they require. Video marketing is the
practise of using videos like vlogs as part of a marketing effort to promote a service, product, or
enterprise. Video advertising is becoming more popular among brands as organisations aim to
integrate rich media content . It has been proven that visual and auditory content has a greater
impact on customers to increase awareness of the brand and is more memorable, making it
excellent for marketing objectives. To boost brand recognition, several companies create video
advertisements. For example, Coca-latest Cola's ad, "Share a Coke," was a huge success due to its
interesting content. It helps to raise brand knowledge and recognition, as well as getting people
talking about it.
Lead generation To reach customers with video advertisements, they must be online and have a
computer, smartphone, or tablet. There are many platforms and options to advertise video content
on the internet. Starting with social media sites like YouTube and Facebook and ending with apps
and games that offer video advertising, video advertising is becoming increasingly popular.
The most common compensation mechanism utilised with this strategy by Coca-Cola is Cost-Per-
View (CPV). This kind of payment is exclusive to video commercials and is based on interactions or
views. The key difference between CPV and CPM (Cost-Per-Impression) is that until the ad is
watched all the way through or the viewer directly interacts with it, there is no fee. This is a
significant benefit over most other compensation models, which is why it is so popular. It is less
expensive and more effective than CMP, but it has a disadvantage in that even if a person sees the
advertisement to the finish, they may not interact with it or click on the embedded link.
For the marketing campaign, Coca-Cola hired a production team to create a promotional video. This
film was then broadcast on television as well as on all social media platforms to pique people's
interest and get them on board. Because it was aired all over TV and social media, this promotional
video helped consumers better recognise the brand. The video material was extremely relevant to
the bread industry, and when people can relate to a product, they are more likely to purchase it.
Coca-Cola was able to achieve one of its key goals, which was to boost brand loyalty and recognition,
by implementing a video marketing approach.
Apps for mobile devices
Mobile apps can be used to lead generation as mobile have been ingrained in our daily lives; the
majority of the world's population uses digital devices, and the number of mobile phone users is
predicted to reach 5.07 billion by 2019. We utilise mobile apps for a variety of purposes, including
business, communication, education, entertainment, events, health and fitness, and many others. In
terms of marketing, apps may be a very effective tool for reaching out to people and staying in touch
