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Coca-Cola explores iBeacons as marketing tool for World Cup sponsorship

Coca-Cola explores iBeacons as marketing tool for World Cup sponsorship

ibeacon present a great opportunity for Coca Cola as has the numerous variations of the proximity marketing tools I have seen over the last 10 + years. ibeacon is definitely closer to a seamless experience than some of its predecessors, however the thing brands (big and small) tend to forget about is the content and too often assume that on mobile they can regurgitate desktop content and just make it smaller. they miss the opportunity to be timely, relevant, engaging and personal; which is why we have seen so many of these opportunities to connect with consumers on their mobiles fail.. The opportunity for targeted micro content is huge but there needs to be a mobile content strategy that focuses on what you want to hear (as a consumer) rather than what I want to tell you (as a brand).


16 Jan 2014 - 01:37