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Digital Marketing Strategy for PepsiCo.
- 1. DIGITAL MARKETING STRATEGY FOR PEPSICO. How they can stay one step ahead of The Coca-Cola Company By: Austin Vieceli
- 2. THE BIG IDEA • Ad campaign video that focuses on an unbiased opinion of social justice issues. • use a non-iconic actor or actress that can convey the message • Create a trending hashtag, such as #PepsiWorldwide
- 3. SOCIAL MEDIA
- 4. WEBSITEWhat can be seen • Big pictures • Hashtags • Social media feeds • Contrasting colors that are easy to read What can be added • Commercials from top brands, such as Pepsi, Doritos and Gatorade • Fan made content • Live feeds from social media platforms
- 5. ONLINE ADVERTISING • Their site is search engine optimized. However, adding words from the campaign like pepsi worldwide, recent pepsi ads, and pepsi social justice will increase more traffic to the campaign page • Measuring the effectiveness of the campaign will include monitoring the pay per impression, CPM. Focusing on these numbers will determine if they can do similar campaigns in the future.
- 6. ONLINE ADVERTISING - CONTINUED • Main Performance Indicator - “How long did people spend on the ad campaign page.” • Evaluated every month for seven months • See how much time people are spending on the ad page
- 7. INBOUND MARKETING Stick to what you know best… Social Media
- 8. INBOUND MARKETING - BLOG • Relaunching a blog would be in their best interest For example:
- 9. MOBILE Always room for improvement • Update videos and stories more frequently than monthly. • Have a live Facebook and Twitter feed on the site. • Show more fan-made content on the site. • Make more apps and games from brands under the company.
- 10. SUMMARY • Making a campaign that showcases any current social justice issues can be risky and detrimental to the brand name. • Focus on creating the ad for social media, mainly Facebook and Twitter, to generate impressions and discussion. • Generate more traffic to pages with new SEO phrases • Relaunch the blog • Produce more stories and videos through mobile • Showcase more fan-made content
- 11. SOURCES • Editor, Anne Marie Mohan Senior. "Clarity and Boldness Mark New Doritos Global Brand Identity." Packaging World. Packaging World, 10 Apr. 2013. Web. 24 Apr. 2017. • Redymzoy0. "Free Image on Pixabay - Twitter Logo, Twitter Bird." Free Illustration: Twitter Logo, Twitter Bird - Free Image on Pixabay - 1788039. Pixabay, 23 Nov. 2016. Web. 23 Apr. 2017. • Samuel1983. "Free Image on Pixabay - Icon, Button, Logo, Social Networks." Free Illustration: Icon, Button, Logo, Social Networks - Free Image on Pixabay - 1562136. Pixabay, 23 Aug. 2016. Web. 23 Apr. 2017. • Simon. "Free Image on Pixabay - Facebook, Mouse Cursor." Free Illustration: Facebook, Mouse Cursor - Free Image on Pixabay - 76536. Pixabay, 29 Jan. 2013. Web. 23 Apr. 2017. • Sr_verde. "Free Image on Pixabay - Pepsi, Bottle, Drink, Plastic." Free Photo: Pepsi, Bottle, Drink, Plastic - Free Image on Pixabay - 737699. Pixabay, 27 Apr. 2015. Web. 23 Apr. 2017.
Editor's Notes
- PepsiCo. is a well-known food and beverage corporation with a portfolio that includes 22 brands that have each generated more than $1 billion in annual retail sales. Their products are also sold in more than 200 countries and territories worldwide and continue to provide the same quality products consistently since 1965. However, they always seem to be one step behind your biggest competitor, The Coca Cola Company. [click for animation] That one step involves memorable campaigns that relate to younger consumers through digital marketing.
- [click for animation] Create an ad campaign video that focuses on an unbiased opinion of social justice issues. [click for animation]For example, use non-iconic actor or actress that convey the message, but seamlessly makes it look unforced and not downplayed. [click for animation]In addition, create a trending hashtag, such as #PepsiWorldwide, to go along with the video and pictures to further the campaign on other social media sites. [click for animation] Do not pull this stunt again [click for picture]
- [click for animation twice] Facebook and Twitter are their most used platforms due to more interactions on their posts. In order to improve in digital marketing, they need more personal engagements and not so serious content. It’ll help draw in a younger audience and help boost the amount of interactions they receive on their tweets and page When forming the campaign, create a hashtag, such as #PepsiWorldwide, for consumers to follow and use to further the discussion [click for animation] In addition, they should post colorful, high quality photos from the campaign to keep spreading the message to consumers while also advertising to buy more PepsiCo. products.
- [click for animation] Website visitors are immediately hit with big pictures and hashtags that they use, along with their social media feeds running down the right side. They use bright colors that are attractive and interesting headlines to draw viewers deeper into the site. In addition, at the top of the site is where they mention all their philanthropy work and what they stand for as a group. What I’d like to see from the site is that I’m immediately greeted with commercial ads from their top brands [click 3 times for animations] to give me a quick overview of their portfolio, fan made content and live feeds from their social media platforms.
- [click for animation] The main performance indicator for the campaign will be, “How long did people spend on the ad campaign page.” They can evaluate the effectiveness every month for seven months by evaluating the length of time to see if visitors are spending more or less time on the ad page.
- [click for animation] PepsiCo. can generate more inbound marketing by sticking to what they know best, [click for animation] social media. Through Facebook they need to continue to generate valuable and sharable content for their target audience and Post colorful and high-quality photos showcasing their products. [click for animation] Through Twitter, they need to post relevant and sharable content, such as short videos, challenge videos, high-quality pictures and memes. In addition, they can also post more polls about products to generate real-time consumer feedback, interact more with their audience and post more often than they normally do. [click for animation] On Instagram, they can post more colorful and interesting content that showcases their products. Posting more Do-It-Yourself recipe videos using their products with links to recipes on their main site can also generate a lot of needed traffic.
- Relaunching a product and fan based blog would also be in their best interested for example, a sports blog entitled, PepsiCo. Has Big Plans for the NBA, that keep fans updated on events and promos offered during games. It will also consist of Q and A’s with favorite athletes to get fans deeper into the action. The Coca-Cola Company currently runs a blog based platform called Coca - Cola Unbottled and provides content in brands, culture and innovation By relaunching this, PepsiCo will provide a new platform for content creators, bring in much needed traffic to their site and stir up competition with the Coca-Cola blog.
- PepsiCo. is doing a decent job in the mobile market [click through 3 animations] by providing an easy to use website and creating apps to keep engagement from fans continuous. However, there’s always room for improvement. Update videos and stories more frequently than monthly. News is constantly occurring with a company and going to their main website to find credible news of them would be nice. Have a live Facebook and Twitter feed on the site to show more recent posts and interactions with consumers. Show more fan-made content on the site to showcase a “family” vibe and inspire more people to create more content. Make more apps and games from brands under the company to continue loyalty and fresh content for fans.
- [click for animation] Making a campaign that showcases any current social justice issues can be risky and detrimental to the brand name. However, if created in an unbiased manor without making it look forced or downplayed can spread a positive message to all viewers. They need to focus on creating the ad for social media, mainly Facebook and Twitter, to generate impressions and discussion. Monitor the campaign and post pictures that relate to the campaign universe. They need to make sure the SEO new phrases, such as pepsi worldwide, recent pepsi ads and pepsi social justice, to generate more traffic to their pages. Through mobile, they should produce more stories and videos, showcase a live Facebook and Twitter feed on their main site and Show more fan-made content on the site to showcase a “family” vibe and inspire more people to create more content.