Coca-Cola is revamping its loyalty program to move away from codes on caps and labeling to a digital-based rewards scheme focusing on experiences. Fans of My Coke Rewards are rushing to redeem their cap-based rewards while they still can, and consumers have been venting their frustrations on social media about the lack of clarity on what will come next.
Greg Lyons will take over as chief marketing officer for PepsiCo's North American beverage unit, replacing Seth Kaufman, who will serve as president of the company's North American nutrition category. Lyons was most recently PepsiCo's senior vice president of marketing.
When working with panicky clients, it's important that you try to get to the root of their panic in order to understand what's really bothering them, Addison Duvall writes. Duvall gives tips for managing these clients, such as setting boundaries in to avoid busy work and adhering to the budget and project timeline.
Farmers Insurance Group has created a mock award show just in time for the Academy Awards that will commemorate the most outlandish real-life claims the company has handled. "The Burkies" will include six award contenders divided into film genres such as comedy, romance and horror.
Lipton is taking a creative look at programmatic with a campaign that deploys ad purchases on Snapchat when the weather reaches high, thirst-inducing temperatures. The video campaign, which is made possible through Snapchat's weather targeting, is being run in Australia, where customers are tempted with Lipton Iced Tea when the thermometer hits 79 degrees.
La Colombe executives are shifting the shelf-placement strategy for the company's Draft Latte products by moving the drinks from the coffee aisle to retailers' dairy departments. "Our product is unique already ... so we thought, we need to go to the dairy department and merchandise it there," said Kyle O'Brien, executive vice president of sales.
Starbucks and Philz Coffee have achieved success by using experiences and authentic stories to make their beverages reflect customers' lives. These efforts boost reach and extend engagement by prompting consumers to share their experiences via social media.
Ronen Mense guides marketers on how to develop effective multichannel measurement, including becoming an expert in measuring performance on one channel, investing time in understanding technology and understanding the customer journey connections among channels to provide a seamless customer experience.
Marketers must switch focus from a sweeping digital strategy to a more targeted message delivered to the right person in the right moment, writes Glen Hartman. Invest in talent with the right technical and analytical skills, solve problems for customers in real time and delve into the customer journey to identify actionable insights.
Slack's Amir Shevat advises that bot developers selling to enterprises must focus on security, create customized bots that can solve business-specific problems, and ensure that their technology is robust enough for large-scale adoption.
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