Digital marketing insights: The World Cup and beyond

This years World Cup represents a new challenge to marketers. With more than 80% of smartphone and tablet owners using their device while watching television, winning the digital battle at this years tournament will be more important than ever.

The big brands have set up their stalls with consummate creativity and the most critical theme that seems to be emerging is the need to gain real-time insight from consumers for the purposes of adapting and creating campaigns based on the level of audience engagement at a given point in time.

Coca Cola have taken a data-driven approach to the real-time marketing conundrum, the objective being to replace excessive advertising normally associated with per-planned executions with a more targeted, 'right-time' approach.

That’s about having a right-time approach rather than being excessive - See more at: http://www.totalcustomer.org/2014/04/02/coca-cola-uses-data-tweak-world-cup-marketing-strategies/#sthash.NaV5UxdZ.Yaih5npX.dpuf

That’s about having a right-time approach rather than being excessive - See more at: http://www.totalcustomer.org/2014/04/02/coca-cola-uses-data-tweak-world-cup-marketing-strategies/#sthash.NaV5UxdZ.Yaih5npX

That’s about having a right-time approach rather than being excessive - See more at: http://www.totalcustomer.org/2014/04/02/coca-cola-uses-data-tweak-world-cup-marketing-strategies/#sthash.NaV5UxdZ.Yaih5npX.dpuf

That’s about having a right-time approach rather than being excessive - See more at: http://www.totalcustomer.org/2014/04/02/coca-cola-uses-data-tweak-world-cup-marketing-strategies/#sthash.NaV5UxdZ.Yaih5npX.dpuf

That’s about having a right-time approach rather than being excessive - See more at: http://www.totalcustomer.org/2014/04/02/coca-cola-uses-data-tweak-world-cup-marketing-strategies/#sthash.NaV5UxdZ.Yaih5npX.dpuf

The campaign is being channeled through two interconnected teams. 'The Hub', a network of 23 customer interaction centers around the world linked to an Atlanta-based nerve center, analyzes social conversations about Coca-Cola brands (including an average of 33 social mentions of Coca-Cola per minute in English only). The Hustle content development team operates like a newsroom to source, create and distribute shareable, real-time content around the world based on The Hub’s insights.

Ultimately, the goal is to bring consumers into the heart of action. But while these important lessons are being applied in specific circumstances today, the general landscape of digital marketing will necessitate a reactive approach to better capitalize on the variations in consumer behavior that arise from exposure to stimuli in our everyday surroundings.

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http://www.totalcustomer.org/2014/04/02/coca-cola-uses-data-tweak-world-cup-marketing-strategies/#sthash.NaV5UxdZ.Yaih5npX.dpbs

http://www.marketingweek.co.uk/disciplines/market-research/opinion/the-world-cup-can-create-winning-insight-for-real-time-marketing/4011073.article