This week - Coca Cola cries over spilled profits, Twitter shows its hand with new cards, and justification of my life's work.
Recently Coca Cola executives and investors cried big crocodile tears over Apple and Google's ability to surpass them in profits for 2013. Their complaint? Growth of the beverage brand was not as high as they would have liked. Insiders attribute falling sales to an overall increase in concern with obesity and health issues related to consuming high-sugar, carbonated beverages. Can I get a collective "boo-freaking-hoo" over here? <rant>Apparently it is un-American to be concerned with the products you consume contributing to your expanding waistline and ultimately in your body's ability to continue to sustain your life. Also, I think its rather unrealistic of Coca Cola to assume that their business will come crumbling to the ground because Michelle Obama is trying to get kids to put down the iPad and play outside. You tell five American's that they shouldn't have something, if you lose two customers at least one will go out and buy twice as much just to spite you. This is 'Merica. Coca Cola isn't going anywhere.</rant>
This is just a quick slide deck on the benefits of Twitter's new Cards feature. This provides a dynamically created rich media inclusion in Tweets such as photos and videos. For anyone that knows anything about social media you know that imagery increases engagement, so this is a great streamlining, and dang convenient if you ask me. Now, keep in mind that this feature does require implementation of a snippet of code on your website, and only websites with that snippet will provide that dynamic media in tweets regardless of who is providing the link. This is an easy, no-brainer win so go implement that code!
No image for this one, though there are plenty of images in this post. This is funny (and sad for companies that printed those en masse for their products distributed nationwide), but it also speaks to a much bigger issue: putting design before content. The purpose of a label on a bottle of wine is to inform the consumer on its name, its features, and other valuable information. The design of that label should be created around that information and not the other way around. End content rant.
Major corporations got together at the Consumer Analyst Group of New York conference in Boca Raton, Fla., last week and validated my life's work by stating openly and plainly that they are increasing their investments in digital marketing and plan to push that investment higher into the coming years. Mondelez President-North America Mark Clouse said the company wants more than half its spending to be digital by 2016, because it's getting twice the return on investment from digital that it is from other media. You read that right. The Clorox Company utilizes Twitter to find #cold and #flu to pull geographic information and then ensure local stores have adequate supply of Clorox disinfecting wipes. Now if only they used that power to interact with each sick consumer individually they would build one insane tribe of brand loyalists.