Coca-Cola cut ad spend by 6.6% and invest more in social media
21st March 2011, 05:04 pm by Jo Stratmann
Image courtesy of Adhistory
The Grocer recently published its Top 100 advertisers report and showed that Coca-Cola cut ad spend by 6.6% in 2010 and invested more in social media.
A spokeswoman at Coca-Cola said that while TV is still an important medium from promoting their brands,”many of our recent advertising campaigns and promotions have also utilised online facilities such as Facebook and YouTube more”.
With the launch of Coke Zone, a social media oriented site which offers Coke drinkers access to exclusive content and rewards, Coca-Cola has clearly realised the value of integrating offline and online marketing.
While Coke Zone is considered to be a valuable point of interaction with consumers, what’s more interesting is that using social media has allowed Coca-Cola to break out of the stop-start cycle of more traditional media campaigns and to start engaging on a more frequent, ongoing basis. Coca-Cola’s social media strategy is clearly about long-term sustainable engagement, developing advocacy and encouraging brand loyalty.
This is something that other fmcg brands would do well to think about. Social media is not just about campaigns or generating buzz around a new product launch. It can be used to engage with consumers on an ongoing basis in order to deepen relationships with a brand.
Perhaps it’s time for other areas of the consumer market place to reconsider their advertising spend too. In particular, household brands. Household brands spent a whopping £177.8 million on advertising in 2010. But with the rising cost of detergent ingredients threatening retail prices (both coconut oil and palm kernel oil are up 130% on last years price) can household brands continue to spend big bucks on advertising or should they be looking at alternative means, perhaps through social media, of developing brand loyalty?
For social media agency support get in touch or follow us on Twitter.
Coca Cola se pasa al social media | Redes Sociales:
[...] info | Freshnetworks Archivado en: Marketing Online Tags: Coca Cola, Coca Cola redes sociales, Coca Cola [...]
21 March 2011, 10:50 pmCoca-Cola cut ad spend by 6.6% and invest more in social media | Social media agency London | FreshNetworks blog « I am a Bridge (Hugues Rey Blog):
[...] Coca-Cola cut ad spend by 6.6% and invest more in social media | Social media agency London | FreshN…. [...]
22 March 2011, 9:10 amCoca-Cola Will Invest More In Social Media At An Expense : Online Social Media:
[...] the social media world. You can read more about the massive £177.8 million spent on advertising at freshnetworks.com.What do you think Coca-Cola’s strides in the world of social media? Let us know in the comments [...]
22 March 2011, 10:44 amCoca-Cola recorta en publicidad para gastar más en redes sociales | TreceBits:
[...] en: Fresh Networks. Tweet Archivado en: Negocios, Top Tags: Coca Cola, Marketing, Presupuesto, Publicidad, [...]
25 March 2011, 9:08 amCoca Cola apuesta por las redes sociales inviertiendo menos en los medios tradicionales | Facebook Noticias:
[...] Vía | freshnetworks [...]
25 March 2011, 2:35 pmJonathan Salem Baskin:
LOL. I’d sell my Coke stock if I had any. The purpose of marketing spend is to sell stuff.
25 March 2011, 9:26 pmZelist Blog » Blog Archive » Coca Cola investeste din ce in ce mai mult in social media:
[...] multe detalii despre studiu gasiti aici. Sigla [...]
28 March 2011, 8:36 amig1:
Audience is on facebook, advertiser follows.
28 March 2011, 12:34 pmCoca Cola cumple 125 añitos « Con Salsa y Picante:
[...] marca también nos sorprende con recortar su presupuesto publicitario y gastar un 6,6% menos que el pasado en anuncios de televisión, banners online… La razón es que prefiere invertir más en redes sociales. Todavía la [...]
28 March 2011, 9:48 pmCoca-Cola recorta en publicidad para gastar más en redes sociales | Fernando Rodiño | cosas que pasan:
[...] Visto en: Fresh Networks. [...]
29 March 2011, 1:49 am“The shift from traditional advertising to social media is underway” | Sunshine Social Marketing:
[...] “The shift of buying traditional advertising such as print, radio and television to social media is well underway. Its been underway for awhile now, but you are starting to see it more in the news now. An article on mashable today about Coca Cola changing it spending habits was a good read to spark this article http://socialmediatoday.com/mattrhodes/279661/coca-cola-cut-ad-spend-66-and-invest-more-social-media . Just to give the correct article some credit, Mashable took the article from a site called Fresh Networks http://www.freshnetworks.com/blog/2011/03/coca-cola-cut-ad-spend-and-invest-more-in-socia-medi/. [...]
6 April 2011, 12:29 amConnect with customers socially and Build Customer Loyalty:: Social Media for Business :::
[...] about their customers.You can read more about the massive £177.8 million spent on advertising at freshnetworks.com.relationship management, Social Media, Social Media for Business, Social Media ManagementCancel [...]
26 April 2011, 5:12 pmConnect with Customers on a Fundamental Level & build Customer Loyalty:: Social Media for Business :::
[...] about their customers.You can read more about the massive £177.8 million spent on advertising at freshnetworks.com.relationship management, Social Media, Social Media for Business, Social Media ManagementCancel [...]
26 April 2011, 5:49 pm11 põhjust, miks firmadel tasub Sotsiaalmeediat kasutada « Internetiturundus ja sotsiaalne meedia, DreamGrow:
[...] sotsiaalmeedia on hetkel üks huvipakkuvamaid turunduskanaleid. Näiteks märtsis ilmus uudis, et Coca-Cola kärpis reklaamikulusid ja investeerib rohkem sotsiaalsesse meediasse. Siiski, paljud firmad ei oska, ei julge või ei taha sotsiaalmeediaga tegemist teha. Siin on 11 [...]
17 May 2011, 12:27 pmCoca Cola Facebook campagne | Time To Learn:
[...] artikel is overgenomen van http://www.freshnetworks.com/blog/2011/03/coca-cola-cut-ad-spend-and-invest-more-in-socia-medi/ Share Dit bericht is geplaatst in Facebook, Sociale media en getagdcoca cola, dusty, dusty [...]
2 June 2011, 10:49 amCan all companies afford social media? « socialgreen:
[...] in the digital revolution then can all companies afford to keep up? When The Grocer published its top 100 advertisers report it showed that Coca-cola had cut its ad spend by 6.6% in 2010 and invested more in social media. [...]
2 July 2011, 10:04 amEric S Brown:
Links…
[...]Sites of interest we have a link to[...]……
22 August 2011, 6:13 amSocial Media Marketers in High Demand:
[...] (Javaria, 2011). Or the fact that Coca-Cola recently cut ad spend by 6.6% to invest in social media (Stratmann, 2011). Moreover, advertising experts BIA/Kelsey estimated that digital spending for small to medium size [...]
12 December 2011, 2:29 pm