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Commentary

‘Smart’ marketing

By Jessica Jacobsen
Jessica Jacobsen
March 11, 2012

My phone isn’t smart — if it were a student, it would be a C-average one.

When I’m waiting to be seated at a restaurant or sitting on a plane, sometimes I think I’m the only one without a smartphone. Although research shows that my average cell phone still has a place — for now.

During its “Understanding and Engaging the Digital Shopper” webinar, Chicago-based market research firm SymphonyIRI Group stated that 83 percent of adults own a cell phone, and among that group, 42 percent own a smartphone, according to the Pew Research Center.

A reported 87 percent of smartphone owners access the Internet or e-mail on their handheld, including 68 percent who do so on a typical day, the Pew Research Center reports. Among the websites they visit, 65 percent of adults cite social networking sites.

During The Coca-Cola Co.’s earnings conference call for the fourth quarter of 2011, Chairman and Chief Executive Officer Muhtar Kent highlighted the Atlanta-based company’s commitment to engage with consumers in an integrated manner across social media platforms.

According to allfacebook.com, Coca-Cola is the No. 1 food/beverage brand, and No. 16 brand overall, on Facebook based on the number of “Likes.” As of Feb. 9, Coca-Cola has more than 38 million fans with estimated daily growth at 54,203 new “Likes,” according to allfacebook.com.

For last month’s Super Bowl, The Coca-Cola Co. took advantage of statistics that 60 percent of the Super Bowl’s 100 million viewers would be interacting with a second screen, such as their smartphone, during the game. Fans could chat with the brand’s polar bears and watch their reactions to the game. An estimated 300,000-plus fans joined the polar bears live, and by the second quarter, Coca-Cola’s Facebook feed received 3,400 hits a second, Kent said.

KEYWORDS: Social Media

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Jessica Jacobsen, editor of Beverage Industry, visits a range of beverage companies for cover stories and facility tours, represents the magazine at trade shows and industry events, and works with the Beverage Industry team to determine the content and direction of the magazine and its online components. She earned a Bachelor of Arts in Journalism from Marquette University.

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