What Frustrates Coke About Mobile

It seems obvious. People are using mobile more than ever, brands should be ready for that. And yet by some estimates more than half of brands don’t have a mobile-optimized site.

The honest reason?  “It’s hard as shit,” said Kim Siler, mobile brand strategy, global connections at Coca-Cola. It’s hard for Coke because it is a global company that markets to consumers in many countries, in different languages and across a large spectrum of devices. Every mobile marketing campaign needs to have various versions to fit different consumer preferences.

Siler spoke at Netbiscuits World 2012 about the challenges that brands face in mobile. One of her biggest issues is agency relations. She said agencies are so busy competing with one another that they aren’t doing enough collaboration. The mobile agency isn’t on the same page as the social agency and so on.

Another issue that Siler has with mobile is the budget. For the Olympics this year, mobile got only about a quarter of what the overall digital budget was and Siler is frustrated by that.

https://digiday.com/?p=23674

More in Marketing

The case for and against brands changing how they market to men after recent election results

Trump had significant support among young male voters in November. What should marketers make of that trend?

Marketing Briefing: Why marketers aren’t focused solely on ‘use it or lose it’ spending in Q4 anymore

Marketers are asking ad buyers to find more performance-driven ways to spend that will help them hit sales targets rather than simply dumping end-of-year ad dollars.

Drake-Kendrick feud shows how fandom has become a battleground

The long-running feud between hip-hop heavyweights Kendrick Lamar and Drake showcases modern fandom: intense and hyper-digital.