The role of consumers have changed rapidly over the years. As previously mentioned consumers are now increasingly taking part in deciding what is hot and what is not. Viral marketing is the marketing tool of our time. However, it might not be as easy as anticipated. The ability to identify individuals with high Social Networking Potential (SNP) and creating Viral Messages that appeal to teach segment of the population and have a high probability of being passed along, is a tough discipline. The internet is flooded with commercials so in order to gain inpass into the minds of the consumers, the commercials must be well targeted and professionally made. Quantity over quality seems to be the rule rather than the exception and numerous commercials are poorly executed.
However, there is one company that stands out when it comes to mind-blowing commercials; namely Coca Cola. In my opinion Coca Cola is a fine example of how commercials successfully reach their primary target. Rarely has one company been soo successfully in creating mind-blowing commercials. Sustainability and inclusivity are two key words that exemplify numerous coca cola commercials. Below I have chosen to include a recent coca cola commercial flourishing the internet. This exact commercial has been sent to me by friends and relatives not once – but twice! This is a perfect example of how consumers actively take part in spreading the message.
This concept was touched upon in class; Bi-directional referring to the fact that it is not only about watching from a distance. In contemporary society consumers want to be affected on numerous levels; sight, sound, entertainment, humour, seriousness and what have you. The goal for each company must be to engage the consumer; make them feel part of the story – make them feel entertained – and if you are able to do that you have successfully created a long-term relationship with your customer…
Frederikke
Tags: Bi-directional, coca cola, long-term relationship, sustainability, viral marketing
