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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