Coke talks about Mobile Marketing
David Murphy, editor of Mobile Marketing Magazine, attended the 2005 MobileMarketing conference in the UK. He pulls a highlight for us:
But for my money, the most telling comment of the morning came from Coca-Cola Marketing Manager James Eadie. He sounded an optimistic note, saying:
"Mobile marketing could be phenomenally important, if you look at the penetration figures for handsets, and the passion for it. As a way of connnecting with our audience, it ought to be phenomenally powerful, and through that lens, we ought to be spending 50% of our budget on it."
Before any of the agency personnel present had time to mob Eadie, however, he added:
"Until such time as the digital platform can help us connect emotionally with consumers,in the way we can with a 30-second TV commercial, we are always going to struggle."
When Mobile Marketing asked Eadie when this emotional connection he seeks might be achievable via the mobile channel he told us:
"It could be next year, it could be next decade, it could be never."
But for my money, the most telling comment of the morning came from Coca-Cola Marketing Manager James Eadie. He sounded an optimistic note, saying:
"Mobile marketing could be phenomenally important, if you look at the penetration figures for handsets, and the passion for it. As a way of connnecting with our audience, it ought to be phenomenally powerful, and through that lens, we ought to be spending 50% of our budget on it."
Before any of the agency personnel present had time to mob Eadie, however, he added:
"Until such time as the digital platform can help us connect emotionally with consumers,in the way we can with a 30-second TV commercial, we are always going to struggle."
When Mobile Marketing asked Eadie when this emotional connection he seeks might be achievable via the mobile channel he told us:
"It could be next year, it could be next decade, it could be never."
posted by daniel davenport at 10:42 AM
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