Matthew Nixon, Coca Cola Amatil
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iStrategy Conference 2011: Matthew Nixon, Digital & Direct Marketing, Coca Cola Amatil - Keynote Session-Panel Discussion (Day One)
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Matthew Nixon, Coca Cola Amatil
- 1. Coca-Cola Amatil Digital MarketingiStrategy - Melbourne, 2011
- 3. Case Studies
- 4. Key Areas of Focus for Digital
- 6. Pacific Beverages is a 50/50 joint venture with SABMiller, one of the world’s largest brewers
- 7. Operate in 5 countries with + 15,000 employees
- 9. Location Based Marketing (LBM)/Mobile
- 10. LBM Case Study #1 – The Coke Machine Fairy Q: What was the Coke Machine Fairy? A: Mobile, social media promotion that turns getting a drink from a Coke vending machine, into a game.
- 13. CTR from Mobile ads 1.09%
- 14. Mentions in social media: 1,526
- 16. The Results – Social Media
- 17. Mobile Case Study #2 – Sales Lead Generation
- 18. Driving Efficiency for Our Customers
- 20. 2010 - 85,000 orders online from National and Key Customers
- 21. June 2011, iPhone and iPad launch
- 24. Developed as a key point of differentiation and reduce barriers
- 26. Custom solution for organisations to “brand their own”
- 29. Buying behaviours are changing:
- 30. New challenge: online driving to offline channels – “click & pick”
- 31. Mobile commerce & information overlay
- 32. Multi-channel approach to all projects
- 33. Brands to play a greater role in content
- 34. Cost per acquisition vs. lead model
- 35. Collaboration with customers, consumers, partners and suppliers to drive innovation