Friday, January 29, 2016

Mastery of beacons, mpayments is crucial in 2016: Coca Cola Exec

A Coca-Cola executive at Mobile Marketer’s Mobile FirstLook: Strategy 2016 claimed brands that continue perfecting mobile-first advertising, location usage, payments and beacons will be noteworthy this year, with Coca-Cola leveraging all to perfect the art of storytelling on digital.

During the “Coca-Cola: Marketing in a Mobile World” session, the executive discussed the beverage marketer’s top 2015 mobile efforts, which included being part of the introduction of SmartLabel packaging on products, beacon rollouts in developing markets and NFC-enabled vending machines. He also advised other brands to develop strategies that include mobile advertising, beacons, location and payments as they ponder best practices for 2016, underscoring the wide opportunity for round-the-clock marketing on connected devices.“Those who are assembling those links and stringing them together are going to be making news,” said Tom Daly, global group director at The Coca-Cola Company. “You have to think about how physical assets augment your digital program.”



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