可口可乐Harish Kundargi:数字化时代,品牌与青少年如何相处?

可口可乐Harish Kundargi:数字化时代,品牌与青少年如何相处?

2019年12月05日 09:49:17
来源:凤凰网综合

要使千禧一代对品牌产生共鸣,就需创造有价值的内容,创造适度的交流和影响,利用合适的平台和技术来获得其注意。

——Harish Kundargi 可口可乐东南亚和亚太Martech&数字信息科技负责人

12月2日,在2019GDMS全球数字营销峰会上,Mr. Harish Kundargi接受特邀媒体、专访平台——凤凰网的访问,解析品牌与青少年的相处之道。他认为,数字营销正在改变包括快消品在内的所有行业,可口可乐正在通过最新技术,打造一套专有的标准核心。同时,他也分享了结合艺术和科学展开创新营销、保持品牌长青的案例。

以下为访谈实录:

凤凰网:快销品行业在2020年会有哪些新的趋势,可口可乐公司对此有什么规划?

Harish Kundargi:我认为数字营销改变的不仅仅是快销品行业,数字营销改变的是所有行业,所有行业都受到了数字化转变的影响。在可口可乐,我们正在通过获得最新技术来打造一套自己的标准核心。比如说,我们正在打造一个消费者数据平台和市场分析平台,这样我们能处在市场前沿,我们也能够控制我们的数据,我们也可以在行业外的其他平台激活这些数据。

凤凰网:你的意思是不仅仅在快销品行业,也在其他所有行业吗?

Harish Kundargi:是的。在电子时代,不仅仅是快销品行业,所有行业都在经历同样的电子信息潮,如果我们无法追赶上消费者,因为消费者就是消费者,他们是不分行业的,快销品行业传统意义上说是落后的,因此这对于这个行业来说是有利的,因为他们能够优先获得与消费者的联系,因为快销品是与消费者最近的行业,就像银行业和保险业一样,但是快销行业和消费者的互动几乎是每天都在发生的,我们每天都能卖出15亿份饮料,可以想象一下,如果我们能和如此大规模的消费者建立联系。因此我认为这是我们面临的改变,这也是可口可乐发展道路上我们想要经历的。

凤凰网:在通过数字技术来推广市场营销的质量和有效性的过程中,可口可乐有什么经验能够分享给我们?

Harish Kundargi:这是个好问题,过去一年,我们公司内部对于衡量我们投放的广告的质量和有效性以及我们投放广告的平台一直有争议,我们在过去几年尝试了一些方式,其中一点是广告应该要多长,消费者们是不是真的会看广告。如果我们在某个平台,比如说YouTube或者Facebook或者任何一个平台上播出一个两分钟长度的广告,我们的消费者会看吗?如果他们不会看,如果品牌信息要花一分钟才展示出来,而消费者根本连三十秒甚至十秒都不会看,那么投放这个广告就没有意义。因此我们试验了很多新的广告形式,很多能和消费者互动的广告内容。说到广告的有效性,我们也花了大量的精力研究哪些渠道对我们是最有效的,我们通过KPI矩阵来分析不同的场景,比如说,我们有一个指标叫VTR,浏览率,在我们播放视频广告的时候,我们想要通过这个指标去追踪,但是我们在这些平台上是无法追踪的,但我们想要利用这些来了解哪些平台对我们是有效的,消费者是否真的在和我们互动。因此我们尝试了不同的内容形式,比如静态或者动态的视频,或者图片,我们也尝试了各种形状各种大小的内容,确保能够真正吸引到消费者。

凤凰网:如何让Mar Tech更加智能,更加贴近消费者,成为科技和市场的最佳联合者。

Harish Kundargi:这就是艺术和科学合作的时候了,如果你和以往的市场从业者交流,你会发现,他们更关注与如何将自己的品牌变得对消费者来说更有意义。但是对于科技来说,更重要的是在对的时间对的地点将信息发送给消费者,为了消除分歧,我认为艺术和科技两者需要合作,MarTech就致力于此,因为一旦你了解了事物的两面,它们就更容易被利用,我认为MarTech有两个闪光点,一个是宣传编排,一个是数据编排。宣传编排是什么意思呢?宣传其实就是利用技术将发生在一个平台上的活动也自动在其他平台上被获得关注,当你找到这种关联和内在联系,你能能找到规律,你能够给消费者发送信息,消费者会觉得,这个品牌是真正懂我的,因为它们给我发送了我真正感兴趣的内容;第二点是数据编排,数据的关键就在于,在平台间用技术能够将数据消无声息的连通,这也回答了我所回答的第一个问题,我说过,你需要一个自己创造的基本内核,这样你能够自行编排能够被流出去的数据,如果你有五个平台,并且都有获得数据的权限,将这些数据都传到你的这一个平台,想象一下你将获得多少信息,就好比一个客户代表或者你的公司,他们能够看到他们客户的所有信息,那么公司里的人都知道要怎么去营销才是最有效的。

凤凰网:作为一个历史悠久的品牌,可口可乐是如何一直推出新内容的?

Harish Kundargi:我们刚刚庆祝了可口可乐成立180周年,这的确是一个历史悠久,意义深远的品牌,可口可乐在不同年轻段都能引起消费的共鸣,但我们的主要目标群体是青年和青少年,每一个品牌有不同的品牌信息。比如可乐,可乐的品牌信息是,可能能够让你提神醒脑,比如在一天的疲劳时刻,如果你喝了可乐,你会觉得顿时精力充沛。芬达是面向青少年和大学生的,比如你在吃薯片的时候可以和芬达,能更有味。如果继续说可乐,如果你在吃饭的时候喝可乐,它能让你的这顿饭更美味,这是这个品牌。雪碧,我们都知道,它也有一种清爽感。因此,我们要确保青少年能对我们的品牌产生共鸣,因为千禧一代的青少年,他们的喜好是一直在变的,他们想要不同的东西,他们对品牌不像上一代那样有着忠诚度,如果一个品牌无法给他们提供有意义的内容,他们就会很快寻找下一个品牌,所以作为可口可乐,我们要不断改造自己,通过试验不同的市场模型,确保我们创造有价值的内容,创造适度的交流,和适度的影响,利用合适的平台和技术来获得目标群体的注意。比如TikTok风靡全球,我猜它一定是软件库里下载量在上月排名第二的软件,我们要看到青少年的流行趋势,并且要利用这些平台向他们传送可口可乐想要传送的信息。

凤凰网:最后一个问题是关于媒体的,在时代、科技和客户群体的转变下,你认为媒体应该如何转变?

Harish Kundargi:这个问题很难回答,我认为媒体有不同形状和大小,如果说到传统媒体,那么我们有广播,电视等其他外部形式,在数字化媒体下,我们有Facebook, Google, Wechat, Ali等等,我认为在如何吸引消费者的问题上,媒体扮演着一个重要角色。对我们来说至关重要的是在合适的时间用合适的媒体,如果我们无法理解这一点,我们也就无法掌握媒体。像可口可乐这样的品牌,媒体是我们获得消费者的有效媒介,如果是利用传统媒体,那么我们要确保我们的针对群体和地点以及我们输出的信息是对的,不然我们的信息可能就不会被获取,数字媒体时代,我们有更多获取数据的渠道,这有助于我们认识到某一个宣传要面向哪个群体,或者某一个促销或者提升品牌知名度等等,但我们要保证我们正确利用媒体。

以下为访谈实录(英文版):

凤凰网:What new trends will digital marketing have in the FMCG industry in 2020, and in this regard does Coca Cola have a targeted layout?

Harish Kundargi:I think not just in the FMCG industry, but digital marketing is changing in all the industries, and all the industries are impacted by digital transformation. So we at Coke are also trying our best in terms of acquiring new technologies and then making sure we have a standard core on which we build. So for example we are building a consumer data platform and marketing analytics platform by ourselves, so that we are at the forefront of what happens and we are in control of the data that comes through, so that we can activate it through multiple channels in the outside industry.

凤凰网:So not only in the FMCG industry, also about all the industry.

Harish Kundargi:Sure, so what's happening in the digital arena is not just FMCG but all the industries are experiencing the same digital wave, so if we don't catch up with consumers, because consumers are consumers they don't differentiate between industries and then stuff, and FMCG traditionally has been behind, so this is the way for FMCGs to move forward in an arena where they are taking the lead in connecting with the consumers, because FMCG brands are the ones who are closest to the consumers in a way, so does banking and insurance and stuff, but FMCG you interact with the consumers on a day to day basis, we serve 1.5 billion drinks every day, so imagine the scale at which we can connect to consumers if we put all our energy behind it. So I think that's the challenge in front of us and I think that's what we want to do as Coke going forward.

凤凰网:In the process of promoting quality and effectiveness of marketing through digital technologies, what experience can Coca Cola share with us?

Harish Kundargi:That is a good question, so I think we've been having this debate internally for almost a year or so in terms of how do we measure quality and effectiveness of the ads that we spend on, and on the platforms that we portray our ads on. So there are a few things that we have tried to change or experiment with in the past year or so, so one of them has been how long should the ad be, are our consumers really watching an ad? So if we think I put out a two-minute video ad outside on say YouTube or Facebook or any other platforms, are our consumers really watching it? If they're not watching it and if the brand messaging comes out only in say the first minute and the consumers are not even watching 30 seconds or even 10 seconds of the ad, then there's no point doing an ad like that. So we've been experimenting with a lot of new formats, a lot of new, for example engaging content with consumers and we are putting our energy behind the one that works. So in terms of quality and effectiveness, and in terms of effectiveness we have been putting our energies towards figuring out which channel works the best for us, and what channel do we use in terms of what the use cases, so for example we've had a couple of scenarios where we've looked at, and we've defined our own metrics in terms of KPIs that we track, so for example we have a metric in terms of VTR, it's called as view through rate, so when we run video ads, we want to track, these tracking metrics are not available natively from these platforms, but we want to define these, so that we know whether a particular platform is working for us or whether a different platform is working for us or not, whether consumers are really engaging with us on those platforms. So we're trying out different content formats, we are trying out static versus video formats, we're trying out jifs, so we are trying out all different shapes and sizes of the content that's available to us, to make sure that really resonates with the consumers.

凤凰网:How to make MarTech more intelligent and closer to customer, become a super combination between technology and marketing?

Harish Kundargi:So here's where the art and science comes into picture, so when you talk to fellow marketers they're all about art, it's more about how can I make my brand more meaningful for the consumers. When it comes to technology, it's all about having that message sent to the consumers at the right time at the right place at the right moment, so to bridge the divide, I think both art and science need to work together, and MarTech can play a big role in enabling that, because once you understand both sides of the coin, it's easy to bring together, and I think there are really two components of MarTech to really shine: one is campaign orchestration, and the second one is data orchestration. So what do I mean by campaign orchestration? So campaign is you connect your different platforms and tools the technologies together to make sure an event that happens in one platform automatically triggers an event on a different platform, so when you have that correlation and integrations in place, that's where the magic is and that's where a consumer does something, or based on the consumer behavior, you trigger some other messaging that's where the consumers are like, this brand knows me personally because it's giving me relevant content that's relevant to me; and the second one is data orchestration, data essentially is once you have your platforms and technologies connected with each other, how does the data seamlessly flow from one platform to the other platform, and that's where in response to my first question, I said you have to have a common core where you build that platform yourself, so that you can orchestrate the data that comes through from, say if you have five different platforms, all the five different platforms have access, they send data to this one platform and imagine the power when you as a marketer have access to the same level of data as a consumer as a customer service representative or as any other person in your company, and is looking at the complete profile for consumer, then each person in your organization knows what marketing is all about and how to make that more effective.

凤凰网:As a longtime brand, how does Coca Cola continuously inject itself with new content?

Harish Kundargi:So Coca Cola is, we just celebrated 180 plus years, so it has a long history, and it's an iconic brand. And Coke itself is a brand that resonates with consumers no matter what age range, but in specificity our target group is young adults and teenagers, so we have to define what goes with each of the brand messaging, so for example for Coca Cola the messaging is, Coca Col refreshes and uplifts you, so if you're having a dull moment in the day that if you drink Coke the proposition of the brand is you will really feel energetic and then it takes you to a different level. Whereas say Fanta, Fanta is a brand for teenagers or for college going students, so Fanta is something as a fun moment that you have with, say if you're having a bag of chips and something you have it with Fanta, it makes the experience more enriching. Similarly if I go back to brand Coke, if you are having Coke with meal, it makes the meal better, so that's the the resonance of the brand itself. And when we come to Sprite, Sprite is like, you know it has a clearly refreshing sort of outline to it. And we have to make sure as a brand, all our brands resonate with teenagers as much as a target audience, because in terms of Millennials, their tastes are changing and they want different things and they're not the most loyalists of the consumers towards a particular brand, if the brand doesn't offer them meaningful value, they will move on to a different brand, and this is unlike the previous generations, where they were more loyal to a particular brand no matter what happened, so I think as part of Coke we are really reinventing and experimenting with a lot of different marketing models to make sure we create content and we create the right level of engagement with our consumers, we also engage the right level of influence, we use the right platforms and tools and technologies, and we target the consumers where they are. So for example if TikTok has taken the world by storm, I mean it's I think probably the second most downloaded app as of last month on Play Store and app store, so if we see a trend where teenagers are moving towards, we need to keep up as a brand to make sure that we use that particular platform and we really leverage it to reach other consumers with a meaningful message that Coke has to offer.

凤凰网:Last question is about media, what transformation should media make when the time, technology and customers change.

Harish Kundargi:That's a tough one I think, so I think media comes in different shapes and sizes, so you have traditional media where you have radio you have TV you have outer form, in any digital media when it comes to say Facebooks and Googles and I think all the Wechats and Alis of the world, so I think media has a big role to play in terms of how we use media as the reach mechanism to the consumers. I think it's critically important for us to know the kind of media that works for the consumers at the right time at the right moment, so if we are unable to understand that, then it's really difficult to leverage media, so for brands like Coke, media is an effective and an integral partner that we use as a medium to reach out to our consumers, now if its traditional and outer form we need to make sure that we target the right slots and the right places and we communicate the right message, otherwise the message will be lost, when it comes to digital we have a lot more access to data points so we can be a little more intelligent in terms of when do we target a particular consumer and when do we show a particular ad targeting, be it for promotions or be for just brand awareness or be for engagement sort of campaigns, but we need to make sure we are using the media right in the right way.