Digital Marketing Strategies Report for Coca Cola Company Essay

Digital Marketing Strategies Report for Coca Cola Company - Essay Example The company zoned its marketing techniques in 1970 to dedicate their product as a representation of fun, freedom and playfulness. Currently, the company operates in 120 countries and serves over 1.3 billion customers daily (Senker and Foy, 2012). The company continues to be the leading marketer of the non-alcoholic drinks world wide. According to Goldberg and WHA-TV (1999), the company’s sustained success in marketing is related to its strategic focus on satisfying the customer needs through enhancing consumer awareness. Its focus on enhancing consumer awareness has led to adoption of digital marketing strategies which are relatively efficient compared to other traditional marketing methods such as newspapers. Traditionally, most business players used digital marketing to include other marketing strategies such as search engine optimisation (SEO) and banner advertisement that are currently not considered as constituents of digital marketing. Traditional forms of marketing such as radios and television means cannot be considered digital because they do not offer instant feedback or reports. Some such as telephones may offer responses but there is no means of ascertaining the number of people who assessed the information. Digital marketing is basically an internet service. The internet has the capability of sending messages such as email or voice broadcast as well as serving a banner ad. Digital marketing exists in two forms; pull and push. The pull digital marketing denotes the consumer actively seeking information through the various web search engines while the push digital marketing involves the marketer sending messages without the consumer or recipient’s consent (Raulas et al. 2003:293-300). This implies that the digital marketing applies both private and public means in promoting products. The company can then establish a reporting engine to relay information on the performance of the marketing strategy. The company has set high standards on the methods of promoting business activities through the use of social marketing on the internet (Darroch, 2009). Its success in digital marketing is related to its focus on quality maintenance. Most of the company ads are entertaining and creative. They are created through channelling of huge financial investments. The Coca Cola Company management is vividly aware that maintaining regular contact with consumers builds and sustains customer relationships. This is why they have enhanced the efforts geared towards application of digital marketing which is a more efficient strategy linking the customers to the company. Application of the digital marketing strategy is built on the premise that modern marketing is changing from exchange of goods and services to service quality, interaction, customer relationships and enhancing connectivity (Vargo and Lusch, 2012). According to Robbins and Stylianou, (2003), interactivity in the digital media offers better methods of searching for company information. Additionally, consumers utilize digital marketing to seek help on any problems related to company products. Digital connection has also provided efficient and cost effective means of spending free time with company brands such as participating in promotion games and learning about the product they are using. The company benefits from digital marketing

The bridge Essay Example | Topics and Well Written Essays - 500 words

The bridge - Essay Example Millennium Bridge was designed to carry large load and a degree of structure’s movement was expected and taken into account. However, after about 80Â  000 people crossed it on the opening day, some vibration was detected. The bridge began to sway sideways noticeably, and the movement became so strong that people could not walk steady any more; many had to cling to the sides of the bridge to maintain balance. The phenomenon of bridge sideways movement is not unique to the Millennium Bridge only. There were other structures, completely different from the given bridge that, to a various degree, suffered the same effect. However, those cases have not been widely publicized, thus the phenomenon, known as Synchronous Lateral Excitation, was not anticipated and has not been given enough attention by bridge engineers. When people walk they have a natural sway motion. This very motion causes small regular vibrations, which, as the result of chance correlation, generated slight lateral movement of the bridge. When that happened, pedestrians instinctively adjusted and synchronized their motion with bridge’s movement to counteract the effect and to walk more comfortably.