Les recomiendo muchisimo que vean algo de todo el material que se genero en este Foto Latinoamericano tu tuvo lugar en Buenos Aires del 28 al 30 de Agosto del 2007.
Hay un sitio de descargas y un excelente servicio de boletines en donde se pueden ver los resumenes por conferencia.
Si haces click en el titulo veras la nota completa. Customer & Relationships.
Categorías: CRM · online · shows and festivals
NEW YORK (AdAge.com) — Coca-Cola Co.’s new chief marketing officer, Joe Tripodi, will have a new global interactive chief to turn to when he starts. While her title is new, Carol Kruse knows her way around the beverage giant, having managed Coke’s online advertising, customer-relationship marketing, and online and gaming marketing over the past six years.
Ms. Kruse talked to Ad Age about the mission of global interactive marketing at Coke.
d Age: It seems more companies are attacking digital marketing on a worldwide scale? What’s the vision for the role of global interactive marketing?
Carol Kruse: At Coke, markets are responsible for their own marketing plans and spending. The role of global interactive marketing has four or five real components. The first and most important is delivering a compelling brand experience online. Take a major marketing platform like “Happiness Factory” or the Beijing Olympics next year or European soccer 2008, [or] the global expansion of Coke Zero or Sprite mobile: We pull together marketing experiences that we make available to the markets around the world.
The second role is creating the central technology infrastructure to support all of our markets, from web hosting to a global consumer database to a global mobile-marketing platform, content and campaign management, pin code engines. Third is providing the database and tools to develop CRM or one-to-one marketing plans. We do centralized measurement and metrics, either provide those tools or help countries understand what they should do about measurement. We also do lots of training and education. … And finally, innovations — looking at new areas like digital vending machines, RFID and virtual environments.
more…click on the title.
Si haces click en el titulo veras la nota completa. Customer & Relationships.
