Wendy Clark, Senior Vice
President, Integrated Marketing Communications and
Capabilities
Association of National Advertisers' first Mobile Marketing Conference
New York, NY
September 14, 2011
Wendy Clark, Senior Vice
President, Integrated Marketing Communications and
Capabilities, discussed how
Mobile now infiltrates every aspect
of marketing at Cola-Cola and has
to function in every paid, earned,
owned or shared media space, Clark
said. Since launching our first global
mobile program about two years
ago, all 2,700
"A lot of the learning is failure," she explained, noting that about 10 percent of our marketing investments are earmarked for experimenting with mobile. "We need to talk about what's not working and call out the challenges and complexities to find solutions." Clark said the Company's mobile agenda focuses on these pillars:
1. Maximize Value: Create "shareworthy" content that gets passed along.
2. Integrate: The top-performing mobile programs are activated in a total marketing environment.
3. Think Horizontally: Across the business and be prepared to integrate from a capability aspect.
4. Do More Good, Not More More: On YouTube, 25 hours of content is uploaded every minute. Relevancy and great storytelling are needed to cut through the clutter.
5. Collaborate: Partnership is critical in the complex mobile ecosystem.
6. Do Not Accept the Status Quo: Challenge and overcome barriers so marketers can advance in mobile.
While mobile plays a key role in our "Liquid and Linked" strategy, it's not the silver bullet. It must be part of a larger plan, said Clark, who challenged U.S. mobile carriers to improve the mobile "ecosystem" to better accommodate marketing. Watch a video clip
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