During the conference 21st Philippine Advertising Congress, which hold in Manila recently, Coca-Cola‘s representative Linda Kovarik, Marketing Director in APAC region, said that the company «is currently «experimenting» with social media in Asia Pacific, but is still mostly focusing on the «classics» of marketing».
While most of global brands pay special attention to new media platforms in order to engage the target audience, «we’re still experimenting with social media. We still prefer to use sampling, the classics. Traditional doesn’t mean boring», Kovarik stated.
The idea is still the king, and this applies not only to emerging platforms, but also to more established outlets like TV, as consumers typically only opt for one product or another at the last stage of the purchase process.
«The interesting thing is that people don’t make purchase decisions when they’re watching television. It’s very, very rare, honestly, they will see an ad and say ‘Yep, I’m going to buy that,'» Kovarik said.
«Purchase decisions tend to happen at the point of sale, especially for consumer goods, when they’re at stores, that’s when it all happens.»
So, not only the channels and media platforms, bt the idea itself matters, while brand communication must be reffered on creation of so called «branded memories» or what Procter & Gamble has called the «moment of truth.»