Right time, right place: How Coca-Cola reached lapsed consumers using context and location marketing
Lena RolandWarc
Mobile technology and the rise of multi-screening behaviour have created an 'always on' environment which challenges marketers to find new ways to cut through all the noise. Fortunately, digital technology has gifted them with the opportunity to engage with consumers in a more personalised and "context aware" way. But according to Simon Miles, digital director at Coca-Cola, the soft drinks giant, this contextual marketing must happen at the right time, in the right place and in the right way.
Speaking at Marketing...