Content Marketing in the 21st century

Is Coca Cola pioneering modern marketing with its new "no labels" campaign?

Seminararbeit , 2016 , 17 Seiten , Note: 1,0

BWL - Offline-Marketing und Online-Marketing

This essay will analyse Coca Colas Marketing campaign “no Labels”, focusing on the importance of Content Marketing in connection with current events. In addition it will answer the question if it is possible for other companies to follow given example.

Index

1. Introduction

2. Content Marketing
2.1. History and definition of Content Marketing
2.2. Increase of Content Marketing - from “Push-“ to “Pull-Marketing”
2.3. Change of modern values and customer behaviour
2.3.1. Modern Values
2.3.2. Consumers attitude
2.4. Content Marketing as key to success in the modern marketing environment or just another trend?

3. Coca Cola
3.1. History
3.2. Facts and Figures
3.3. “Content 2020”

4. „No Label“ campaign
4.1. Outline
4.2. Analysis
4.2.1. Time and Place
4.2.2. Social Media Airing
4.2.3. Brand recognition
4.2.4. Coca Cola ’ s 70%, 20% and 10% marketing budget rule
4.3. Results

5. Possibility of other companies to follow Coca Cola’s lead

6. Conclusion

List of literature

Appendix

• Hochschule: Akademie für den Medizinisch-Technischen Laboratoriumsdienst des Landes Steiermark Graz
• Note: 1,0
• Autor: Lisa Wiechert (Autor:in)
• Erscheinungsjahr: 2016
• Seiten: 17
• Katalognummer: V357859
• ISBN (eBook): 9783668427426
• ISBN (Buch): 9783668427433
• Sprache: Englisch
• Schlagworte: content marketing, marketing, coca cola, Seminararbeit, marketing online, web 2.0, werbung, image, crs, social corporate responsibility, corporate, anitrassism