Tom Daley, group manager of strategy and planning at The Coca-Cola Company, also sounded skeptical (Ed: writer is thinking what Tom is feeling?) about much-hyped emerging mobile technologies like 2D barcodes and Augmented Reality. He noted that a big test campaign involving 2D codes that Coca-Cola did in France last year earned a "thumbs down" because of a lack of engagement. (Ed: in the world of tech, you can not gage what happened last year with what will happen next year....)
Such setbacks wouldn't stop the company from experimenting with new mobile marketing approaches. Taking advantage of Coca-Cola's "owned media," in the form of labels and packaging to connect physical world products through SMS, UPC codes or 2D codes, is an ongoing strategy. "If we learn how to use those codes then we can help bridge the physical to the digital side," he said. Read More
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