Hello Diet Coke! Goodbye Pepsi.
Hello traditional media! See you later online marketing.
According to the Wall Street Journal: “PepsiCo made a big bet in 2010, when it didn’t market its flagship cola on the Super Bowl or in other TV spots. Instead, it launched the Refresh Project, an online charitable-giving program that disbursed $20 million in donations “for refreshing ideas that change the world.”
Here’s the bottomline: when it comes to marketing there is no silver bullet or magic potion, let alone an effortless solution or easy answer.
The most effective product and brand marketing campaigns involve a mix of traditional, digital and social media strategies that feature connectiveness as a priority characteristic. Not just integrated marketing strategies, but interactively connected tactics that enable consumers to participate through all the media and in all the channels they prefer – TV, websites, newspapers, blogs, magazines, text, e-mail, snail mail, blogs, coupons, mobile apps, telemarketing, outdoor, in-store, events, exhibits, seminars, webinars, podcasts, in-game, etc.
Or get used to being #3.