——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。
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。
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.