Raising brand awareness is an activity that companies of all sizes could benefit from, Coca-Cola’s director of interactive marketing has said.
John Stichweh said that while interactive web campaigns may not necessarily translate into a “measurable link to sales”, they are still needed.
His comments come as a Coca-Cola-sponsored video showing the spectacular effects of Diet Coke being mixed with Menthols circulates on the internet.
While Mr Stichweh was sceptical as to direct sales benefits of such a video, the marketing campaign could still have other, less-tangible benefits.
“How many more cases of Coke am I selling? I don’t know,” Mr Stichweh said at the Ad:Tech conference in New York. Yet while Coca-Cola is one of the most used words in the world, this does not mean that it cannot continue to raise brand awareness.
Mr Stichweh added that while such campaigns can be cheaper than traditional ones, he warned that they can be harder to come up with and “there is a cost element in terms of internal labour”.