Coca-Cola plots a path to 20% mobile spend

This event report addresses how Coca-Cola, the soft drinks giant, is seeking to determine the effectiveness of its mobile marketing, and thus set the groundwork for boosting brand expenditure through this channel.

Coca-Cola plots a path to 20% mobile spend

Stephen WhitesideWarc

The Coca-Cola Co. is trying to perfect the formula for cross-media marketing – and it involves pouring extra money into mobile.

"We know that – at the very least – 10% to 15% of our spend ought to be in the mobile realm," Tom Daly, Group Director/Global Connections at the Coca-Cola Co., told delegates at Advertising Week 2015 in New York City.

Although these figures mark a major advance on industry-wide averages currently sitting below 5%, the owner of the eponymous soft drink (as well as Sprite, Fanta and...

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