Joe Tripodi's Online Media Marketing and Advertising Learnings
Invoking the components of OMMA’s acronym, Coca-Cola marketing chief Joe Tripodi ticked off his most important learnings in “online media marketing and advertising” to wrap up his opening OMMA keynote this morning.
“Great stories matter,” he cited, adding, “Storytelling has been at the heart of what humankind has done for centuries.”
“Advocacy,” he seconded it, adding, “Advocacy is your new sales force.”
“The days of dictating your message are over,” he also pointed out, citing Coca-Cola’s innovative and risk-taking test in Australia in which the company took the name Coke off its bottles and cans and replaced them with the names of its consumers, personally. He said that effort is now being deployed in Europe.Lastly, “disrupt or be disrupted. There is no status quo anymore. The forces of change that are impacting all of our businesses are so intense, that unless we take risks, we will not be successful.”