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#MadTech#MadTech
#MadTech
MAD About MadTech
@ChrisKHackney
@jennyrw
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#MadTech#MadTech
The Modern Marketer’s
ParadoxConsumers are tuning out brand messaging,
but we know more about
consumers than ever before
#MadTech
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#MadTech#MadTech
Coca-Cola Journey is the company’s corporate website turned content platform – a storytelling engine hosting unique and original content about the company
What is Journey?
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#MadTech#MadTech
An IntegratedContent PlatformOur website, blog,and social networks comprise the entirety of Coca-Cola Journey
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#MadTech#MadTech
2/3’s of Coca-Cola Journey’s audience is…
Millennials
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#MadTech#MadTechFor Example…
Company’s New Parental Leave PolicyEffort led by aMillennial Task Force (TCCC)
We knew publishing this story would resonate everywhere…and we were right!
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#MadTech#MadTech
Millennial Voices CampaignA group of Millennial employees serves as a change agent for senior leadership and a kickstarter for innovation and cultural change at The Coca-Cola Company
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#MadTech#MadTechGo to market complexity has driven an explosion in MarTech & AdTech solutions
Source: chiefmartec.com
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#MadTech#MadTech
Marketing technology has evolved rapidly as well
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#MadTech#MadTech
Think Different…Think Ahead…
THINK MADTECH
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#MadTech#MadTech
MarTechAdTech
MadTech
personalizes marketing in owned channelsdelivers scale to reach a much broader audience
Together they solve the Marketer’s paradox and allow for personalization at scale
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#MadTech#MadTech
Why Now for MadTech?
Consumer
Behavior
On Demand
Data
Technology & Media Landscape
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#MadTech#MadTech
So what does this mean for today’s marketer?
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#MadTech#MadTech
Automated to Optimized to PREDICTIVE
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#MadTech#MadTech
Organic wasn’t enough Fast Forward to 2015…
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#MadTech#MadTech
PAID is still a very new thing for the Coca-Cola Company social properties.
a creative organic way to spread love for our products and company
Not brand, Coca-Cola Company
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#MadTech#MadTech
Without PAID, we were missing out
Heavy focus on social, but with a strategy that evolves daily.We go where our readers are and engage them there.Our CPMs & CPEswould blow your mind!
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#MadTech#MadTech
Hyper Targeting at Scale
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#MadTech#MadTech
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#MadTech#MadTech
Each Owned, Earned and Paid Pathway Strengthened by the Others
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#MadTech#MadTech
Hilltop on
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#MadTech#MadTech
MadTech is now arming the modern marketer with more data than EVER before…
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#MadTech#MadTech
Making the Most Important Role At Any Company …The CMO
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#MadTech#MadTech
Q&A
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