PepsiCo embraces real-time marketing

Geoffrey Precourt

This report discusses how PepsiCo's beverage arm is embracing real-time marketing. In order to maximize the payback from its media budget, this business unit is attempting to think like a media company, in both reacting to major cultural events and pre-planning how it can legitimately enter the online conversation.

PepsiCo embraces real-time marketing

Geoffrey PrecourtWarc

"I know you're all going to roll your eyes," Shiv Singh, global head of digital for PepsiCo Beverages, told the audience at the 2013 Association of National Advertisers (ANA) Digital and Social Media Conference at Dana Point, California, "but our media budgets actually are quite small."

As an organization that records more than a billion consumer servings every 24 hours, he explained, "We need to reach a lot of people every single day. And we do not have the media dollars we need to do that. We have to develop our own reach....

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