Internet Marketing

Internet marketing is the latest marketing strategy used by companies. This is because most companies are now targeting younger clients who are the most common users of the internet. Additionally, young clients are big spenders, and this makes them a very lucrative market segment. Internet marketing uses several avenues, mostly social media, videos, emails, blogs, articles, and company websites. These are avenues that carry marketing messages that put an emphasis on a product. Internet marketing has become very popular for such reasons as cheaper advertising costs, the ability to reach a larger client base, and the instant feedback from customers. Coca Cola is one of the most successful users of internet marketing.

One of the major reasons for advertising is to create brand recognition. This is why Coca Cola spends $2.9 billion on advertising annually. The aim is to make sure that people always think of Coca Cola products when they need refreshments. One of the most effective marketing strategies is to target a certain group. The target group enables a company to choose the most suitable marketing strategy. Coca Cola has a wide range of targeting. The most notable group is young people. Thus, the internet is a fast and cheap way for the company to reach this group. As a result, Coca Cola is recognized and competitive in the market.

Internet marketing is one of the most cost-effective means of advertising. This is because fewer costs are required for internet marketing than for traditional means of marketing. Additionally, the internet is accessible to a large number of people, and this provides the company with the possibility to reach the highest number of potential customers at the lowest cost. Coca Cola is an international company and it is present in almost all countries of the world. In order to advertise using traditional means of advertising, large amounts of money are required. However, the use of the internet has considerably reduced this cost as through the internet the worldwide population can be reached. This has reduced the need to use traditional advertising means which are costly.

Secondly, internet marketing has resulted in improvement of companies' performance and interaction with customers. With the increased use of internet marketing especially social media, companies are now able to interact with customers in real time. This enables companies to respond to customer needs as soon as possible, limiting the likelihood of a potential fallout. Coca Cola has successfully used the internet to respond to customer needs, and this enables the company to remain competitive. This real-time interaction has enabled the company to rectify problems and assist customers in case there is a need.

In addition, the internet can be used for public relations. Public relations is a powerful strategy nowadays because it is responsible for maintaining the image of the company. This happens through offering information of concern to the public and protecting the company’s image. Coca Cola largely uses the internet to maintain positive customer relations. This occurs through disseminating relevant positive information regarding the company through the internet. This also involves information management, especially customer feedback.

One of the most popular ways of internet marketing is the use of social media. Social media comprise facebook, twitter, LinkedIn, Google+ and WhatsApp. These have become common in modern times with almost half of the world’s population using social media. This makes it one of the most powerful means of communication on the internet. It also reaches more users than companies` websites. Most companies have embraced the use of social media to promote sales, interact with clients, and advertising. The companies have gone to the extent of hiring social media administrators to manage information on social media. This is because social media is a powerful tool of communication and information posted on social media needs to be handled properly.

Coca Cola is using online campaign marketing strategies with videos, funny animations and games to influence their clients. This is because social media has millions of visitors on a daily basis and this has helped to increase sale through increased market coverage globally. Coca Cola uses various social media platforms such as Facebook, Bing, Twitter, and LinkedIn to attract visitors of these sites with the company`s advertisement. Coca Cola is among the most recognizable brands globally and thus has recently attracted more than 63 million fans to its Facebook page.

This chart shows the use of the main social media according to World Internet Users Statistics.

The use of Twitter by Coca Cola for internet marketing

Coca Cola has 2,146,862 followers on Twitter. This number comprises followers from all over the world. The company uses its Twitter account to spread information about new products, encourage sales, and provide general information about the company. This reduces marketing costs because the use of Twitter only requires an internet connection. Thus, the use of Twitter enables the company to reach a population of over two million people via one tweet. This contributes greatly to the company’s revenues.

Besides advertising, the company uses Twitter to interact with customers, respond to their complaints, questions, compliments, and to satisfy clients` requests. This has improved the company’s public relations because the company can respond to customer concerns in real time. Interaction on twitter also gives the relationship between customers and the company personal touch. This results in constantly improved ratings and sales of the company. Thus, the company’s Twitter account is not only useful for marketing purposes; it improves the company’s relationship with its customers. This makes it more responsive to customer needs.

The use of Facebook for internet marketing by Coca Cola

Coca Cola’s Facebook page has 1.5 million fans. This online community spreads across the globe. This means that when the company communicates via Facebook, it reaches a very large population across the globe. This, therefore, enables the company to interact with its customers in real time. This interaction promotes a personalized interaction with customers and it is very important in promoting customer loyalty. The biggest advantage of the Facebook page is that the company can post links to videos and information posted on their official website. This enables the company to spread information that may not otherwise be accessed because people may not visit the official website of Coca Cola.

The company uses international celebrities in their Facebook advertisement; thus, they can leave their page unattended for longer periods of time. Other brands like ASOS and Red Bush update their advertisements daily, but Coca Cola can go without posting even for weeks. The company aims at maintaining the brand name and creating awareness through advertising campaigns. Social media team usually poses questions or run polls; however, images produce better responses from fans through likes and comments. Coca Cola`s level of engagement with fans is very low compared to other brands such as Nike and Starbucks which have thousands of likes and comments.

The aim of gaining clients is to build a strong relationship that will boost sales. Coca Cola has created a relationship with customers from all over the world. Coca Cola is a leading brand that receives millions of dollars as annual sales. The company spends a lot of money on advertisement to remind their clients about its existence in the market. The company wants its clients to think of its products while they need refreshments. This aim tends to be managed through social media because social media interaction has promoted Coca Cola’s brand loyalty.

The use of Youtube

Youtube is a web site where people can post videos. The main mode of operation is by posting videos on the site. These videos can be in any form. Coca Cola has been constantly using Youtube for advertising. The company regularly posts its videos on Youtube. These videos can then be viewed by people from all over the world and thus, the advertisements are very effective. Youtube may also require payment in case if a company wants its advertisement video to appear when a user wants to view a video. This enables the company’s advertisements to be viewed by almost all Youtube users, making the advertisements very effective.

The use of cell phones by Coca-cola

Coca Cola uses AdMob for advertisement. This is a mobile advertising network that helps app developers promote their mobile and tablet apps with ads. AdMob usually serves up hundreds of millions of advertisements in 15,000 sites accessible through mobile phones. AdMob makes Coca Cola advertisement in either video or text format. The company also uses mobile-video marketing that aims at reaching clients globally via cell phones. For example, the company came up with a video ‘The Coke Side of Life’ on the internet browser of mobile phones as part of their global campaign. The use of mobile phones used to be preferred to target young people since the device is more prevalent among them. Mobile ads entail the use of graphical ads on mobile web pages that have links to view videos. According to Daly, 100 percent of videos downloaded by clients have been viewed.

Digital marketing campaigns adopted by Coca Cola

The company has launched various digital campaigns that have led to success. To begin with, the Coca Cola happiness machine has become popular and caused a higher online interest in the company. The Happiness Machine is a classical Coke vending machine that dishes out drinks, flowers, and pizza. Other machines need action before a reward is given; for example, a machine in Singapore needs a hug for it to dispense a drink while others in Belgium tend to be activated by dances. Coca Cola captures people’s reactions during the service delivery and uploads those videos online, thus earning million views and goodwill for the brand.

Coke Zone is another strategy, which started in 2008 with the aim of capturing client’s insights and encouraging engagement of youth through various television series and advertisements that helped them to sign up. Codes are linked with a reward website from where points can be redeemed for various items. Emails and SMS helped to deliver offers and rewards. This strategy of marketing is triggered by different events like birthdays, referrals or reactivations that supplemented e-newsletter. The results are encouraging as Coca Cola website has received a high number of visitors.

Marketing strategies used by Coca Cola.

Coca Cola has become popular culture and for many years it has been called’ Vision Brand’. Its marketing strategies and communications with clients have made the company highly competitive and to stand out in the market by creating liquid content ideas. The company has created excellent ideas, which cannot be controlled. Furthermore, the images can be shared via the Internet. These ideas communicate the company`s mission and goals. Coca Cola has moved from "One-way storytelling" to "Dynamic storytelling" where stories evolve during interaction with clients. The company also applies 70/20/20 investment marketing where 70% of the content is low-risk catering for basic expenses, 20% for innovating work and 10% entails high-risk ideas.

One of the major marketing strategies used by Coca Cola is the use of online ratings. This involves the gathering of internet users` ratings of the company. The company then uses this information to decide the most effective means to reach its clients. It also enables the company to determine how to provide information so as to reach the targeted audience. This strategy also involves the use of customer feedback to determine client needs and adequately address them. This strategy is very significant as it enables the company to address customer issues accurately thus, making its actions relevant to the clients` needs.

Another internet marketing strategy is the generation of demand at the pre-shopping phase. This involves making Coca Cola products stay at the top of customer’s minds through constant interaction with customers. This takes place through internet marketing, mainly through social media.

The company constantly posts information about its products on social media and this constantly appears in customers’ timeline. This made the company`s products be at the top of customers’ minds, which is helpful when shopping because customers are likely to remember what they constantly see. Thus, the pre-shopping phase is important is creating brand awareness. Another strategy is creating customer loyalty after shopping. This involves close interaction with customers after they have used the products. This can be done by encouraging customer feedback through social media and the use of phone applications. Additionally, the company posts information about a product and asks customers to try it out. It then encourages customers to provide feedback on the product. This ensures constant interaction which is very useful in creating positive customer relations. These customer relations are useful in creating specialized bonds with customers.

Moreover, internet marketing is very useful for problem-solving, for example, attending to customer concerns in real time and accurately. Social media is such a platform where information is shared in real time. This information can then be accessed by millions of people across the globe. Thus, the information needs to be well managed to protect a company’s image. In modern times, companies have been using social media, mainly Facebook and Twitter, to solve problems. This is done by responding to customer concerns and queries. This helps to save the brand’s image and maintain customer loyalty. Additionally, companies use social media to attend to customers` needs instead of having customers physically visit the company’s premises.

Internet marketing, however, comes with many challenges. One of the biggest challenges is the use of social media to criticize companies. Most people in modern times express their dissatisfaction with companies via social media. This can damage a company’s reputation because such information reaches a very wide population. This can be damaging because it can lead to an online campaign that severely damages the company’s image if not well handled. Thus, most companies have hired social media managers to manage internet information.

The internet is one of the most powerful marketing tools in modern times. This is because it is accessible to a lot of people within a short period of time. Additionally, the internet provides companies with an affordable means of advertising, which reaches a wide population. This reduces advertisement costs as compared to the use of traditional media. Internet marketing has also enhanced the interaction between companies and clients especially through the use of social media. This has helped to maintain brand loyalty and obtain customer feedback in real time.

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