1. Chancen und Herausforderungen im
Mobile Marketing
Robin Karakash
Marketing Communications
Senior Media & Interactive Marketing Manager,
Coca-Cola GmbH
München, 22. Januar 2009
22.Januar 2009
Vision
Awareness > Consideration > Purchase > Loyalty
Das alles durch ein mobiles Gerät
9. „Mobile“ EINLADUNG in
eine interaktive Welt
Classified - Internal
use
Fanta WAP-Portal Content
Experience Gewinnspiel
Produktwelt Download Zone
10. XMAS Content
Since 2003 Coca-Cola activated mobile in a great variety
Fanta/
Flaschenpost CokeFridge CokeFridge Engagement/
goes mobile: WAP 2.0 Coke
Activation:
Handy’loha: Christmas
Coke
CokeFridge
Activation
Fanta/Sprite
Application
2003 2004-05 2007
2006 2008
11. Aufwand
MROI und Kosten
Kunden
Standards
Guidelines
Relevanz (Pull vs. Push)
Mehrwerte schaffen
Think in Content & Think Integrated
Execute with Consumers in Mind
Measure
Reapply
12. Robin Karakash
Marketing Communications
Senior Media & Interactive Marketing Manager,
Coca-Cola GmbH
rkarakash@eur.ko.com
22.Januar 2009