Coca-Cola is a brand well known for embracing technology.  Coke is well-known for using social media to effectively hone into its target audience of millennials. “Known as the ‘always on’ generation, 71 percent of millennials engage in social media activity daily. With this generation being so active online, beverage companies have an opportunity to directly target this mass audience through social media”. Through its efforts, the brand has established a strong presence among social media platforms.

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Rankings Provided by Engagement Labs (EL)


To further its efforts, Coke is bolstering its data strategy to increase its reach through its digital loyalty program called the My Coke Rewards program. “The goal is ultimately to dish up individualized discounts, tailor experiences by device and integrate the brand at the center of customers’ lives”. Coke is collecting information on behaviors it observes through social authentication. An example of this would be consumers using their Facebook or Google logins to access some of Coke’s owned properties and features. When the authenticated info is matched with word-of-mouth chatter, certain insights are form and helps improve the experience. Furthermore, Coke is building a cookie pool with Ensighten to serve as the basis of a device graph. Ensighten is used as a common tag management solution and interim data layer to help integrate Coke’s homegrown consumer database.


Coke does face challenges in regard to its data strategy. The first challenge is to measure digital marketing effectiveness and relate it back to purchase. The other and very important challenge is using data responsible and within the boundaries of privacy.




Two trends that intertwine with each other is content marketing and SEO. Content marketing is seen as a strategy that helps provide value to your target audience and provides searchers with information that addresses unique needs. SEO resembles this strategy as it is all about helping people find the information they need. There is a fundamental relationship between content marketing and SEO because both tactics aim to provide information to searchers.


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“SEO specialists recognize that the best way to rank website to help searchers find them is by creating great content, while marketers realize that optimizing their work using SEO tactics increases the authority of content”. SEO enhances the content that is being generated.

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Certain tactics help  with increasing the ranking authority of content.  The first tactic is to identify keywords. Keywords optimizes content and increases the likelihood that quality prospects will find your site in search engine search result pages (SERPS). Content is important in regard to appearing in SERPS.  So having appropriate tags helps to improve the likelihood of people clicking on your content.  A good title and Meta description also helps. The finally tactic involves creating content that focuses on providing value. “Value, in term of user satisfaction, is typically defined as content that is interesting, informative, educational, entertaining, or all of the above”. The content needs to captivate your audience and encourage them to share it.


Stories have captured the imagination of audiences across the world. Many families and friends have used storytelling as a form of entertainment to connect with others. “As kids, we loved to listen to stories of kings and queens, of fairies and ghosts, of jungles, superheroes, and monsters, in fact anything that could feed our little imagination. Then we grew up to watch bigger stories on celluloid and read about real life heroes in our school history books”. Our imagination may change, but no matter our age, we still are enthralled with a great story.

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Even as technology evolves in marketing, this ancient art form is being heavily implemented into a brand’s efforts. Today, advertising is less focused on product benefits and more brands are using storytelling to convey its brand message in an impactful way.

The growth of social media has provided more brands the opportunities to share its message. Furthermore, a mobile-driven economy has caused brands to rethink effective ways to reach the consumer.  “A longer digital film for the social media consumer segment and a smaller curtailed version of 30 seconds for television audiences sums up what brands are delving into”.  Through communication efforts, less focus is on the product and more focused on forming a plot to a brand’s story.



The Rise of Ad-Blocking

Online advertising has proved to be an effective way for brands to reach the consumer. The continued growth of smartphones devices has further increased opportunities for brands to engage with the consumer.  However, the development of ad blocking software is becoming a serious hurdle for marketers to reach the consumer. Adobe published a 2015 Ad Blocking Report that found ad blocking software has cost almost $22 billion in lost ad revenue this year.  The amount of ad block usage in the United States has grown to 48% in the past year.  Programs such as Firebox, Chrome and even IOS 9 have initiated the use of ad blocking. Another interesting finding is the demographic groups that uses ad blockers is millennials and gen Z, who are the ones highly coveted by advertisers.


“Ad blocking software draws a line between privacy and revenue, and marketers need to become familiar with this dynamic to navigate the new ecosystem of customer-centric marketing”. Brands need to pay attention on how to effectively use technology to minimize the impact of intrusive ads. Brands need to develop ways to deliver relevant content to its audience at the right time.


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Implementing infographics in a marketing strategy can help a brand build its credibility. Infographics are visual representations of data. Infographics such as subways maps and TV weather reports have existed for a while. However, infographics have evolved to deliver complex information while keeping the attention of your audience. Infographics enables the use of icons, images, graphs, and numbers to help convey information quickly in a visually appealing way. “A visualization of data or ideas that tries to convey complex information to an audience in a manner that can be quickly consumed and easily understood”. Infographics make data eye-catching and make it easy to understand.


In terms of marketing, marketing helps provide relevant and valuable information to your audience. Furthermore, infographics help brands tell a story and back it up with relevant statistics.  Brands are also able to build their presence through social media as infographics can be easily shared and promoted on social media. Most of all, infographics can help in your content marketing efforts.

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As technology and social media continues to grow, so does the amount of data being tracked.  The new buzzword that is being used quite often is “Big Data”. This term is being thrown around many industries and people are referencing to how valuable big data can be. Wikipedia refers to big data as “broad term for data sets so large or complex that traditional data processing applications are inadequate”. In simplistic terms, the goal of big data is to use predictive analytics or other certain advanced method to extract value from data.

The field continues to grow and Big Data Scientists are trained to learn these techniques. Big Data Scientists are considered as a hybrid between a programmer and statistician. This basically means they better are at statistics then a programmer and better at programming than a statistician.

Big Data is affecting many industries, but can have different implications for different industries. Companies may be using big data for crafting different strategies, but the end goal of all industries is to gain insights to increase efficiency.  In terms of marketing, applying big data to marketing can help target new/existing customers, identify new opportunities, and create business efficiencies. Big Data creates opportunities for marketers and helps them gain an advantage in digital marketing.

Benefits of Big Data for Marketers

  1. Retain and upsell existing customers
  2. Reveal new marketing opportunities.
  3. Identify new customers
  4. Driving more profitable advertising.
  5. Measure the impact of campaigns more accurately

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Skepticism stills exists on how big the market potential is for wearables such as smartwatches, fitness bands, and smart eyewear. In understanding if there is potential for wearables, these products must help solve certain problems and benefit the consumer.

Wearables complement smartphones, but these products do more than just this. “Wearables will help us track our time, our fitness regimes, our health, and our daily routines”.These products are integrating into the daily lives of the consumers.  As advancements will be made to wearables, the market will continue to grow.



With the continued growth of wearable technology and market demand, marketers are provided with a great deal of potential to collect data and target customers on a personalized basis. This leads to greater opportunities for increasing revenue.

There are three areas where marketers can utilize wearables to reach the consumer. These areas include fitness, location-based targeting, and cross-device targeting.  Wearables are popular used in fitness to track and record workouts, heart rate, sleep, and other health data.  Marketers can use this data to deliver ads for certain health or fitness products that may be useful for customers.

Furthermore, wearables can help with location specific targeting. The use of wearable products can help effectively use certain methods such as geo-fencing and geo-targeting. “For example, a customer might take a morning walk past an organic food store every day. That store could then begin sending the customer ads for certain products, such as organic coffee or breakfast items, since they are walking by in the morning”.  This provides are often practiced with smartphones, but wearables may be able to provide a more intimate experience. Well-crafted messages/content by brands will appear more as recommendations rather than as pitches.

The last area is Cross-device targeting which involves a tool used by marketers to help customers on their path-to-purchase. “Wearables provide another platform to glean useful information to determine more accurate intent, and on which to receive more helpful ads. By utilizing data from their mobile browsing history and the location beacons from their wearables, marketers gain the ability to send coupons for a product as a customer walks by it in a store”. Marketers are able to effectively tailor it approach to help reach and engage with consumers.


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Marketers are always looking to gather intelligence about current/potential customer’s behavior. Marketing professionals continue to look for analytical tools that provide insights about website and conversion patterns. Google Analytics is a well known platform, the only downside is it often takes times to go through reports and make direct correlations for actionable insight.

A new platform has emerged and is being recognize as a tool that “helps brands better communicate with their users by delivering 1:1 individualized experiences that drive deeper engagement, greater retention, and increase lifetime value”. The program is to help predict optimal content for your emails, website, and mobile app.

Boomtrain helps address the 5 W’s

  • Who:reach the right person
  • What:with the right content
  • When:at the right time
  • Where:optimized for each channel
  • Why:and understand underlying themes and drivers around content and user behavior


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Boomtrain’s use of machine learning is to help a brand create more intense user experiences at a 1:1 level across many channels. “By algorithmically analyzing individual consumer activity, coupled with a deep semantic understanding of all of a brand’s content. Boomtrain provide a lens for organizations to deliver the most optimal user experience across all channels”. This will help brands cut through the noise.



Emerging media involves using technology to share information through innovate ways to engage one’s intended audience.  The evolution of technology has provided marketers new opportunities and challenges to reach consumers. Due to the emergence of digital media, many trends are beginning to appear. These trends continue the growth in areas such as social media, blogs, instant messaging, mobile marketing, and e-mail marketing.

An industry that continues to establish trends is the smartphone industry. Since the iPhone release in 2007, the smartphone industry continues to increase through the developments of new and innovative developments.  Smartphones are becoming an integral part of the consumer’s lifestyle. Each year, more and more smartphone devices are being purchased. Below is a chart developed by ComScore, which shows the growth of smartphone users since the introduction of the iPhone. ComScore produce this chart in 2012, to mark the five year anniversary of the iPhone. The amount of smartphone users has continued to grow since 2012.

Growth of Smartphone Owners



The growth of smartphone users has presented a great opportunity for marketers to reach and communicate to a large audience. Marketers are making the most of this opportunity through the use of mobile marketing. Brands are investing a large of amount money into mobile marketing in the hopes of engaging with consumers to build relationships, which may lead to brand loyalty.  Predictions indicate by 2016, mobile device ad spend will exceed desktop ad spend.

Ad Spend Predictions


Smartphones enabled video ads to become very popular. These ads are gaining popularity due the increasing size of smartphones and the quality being produced. Brands are able to engage consumers through pure image and text-based ads, which help build a stronger brand. Brands are learning to effectively share their story with consumers through these ads.