DIGITAL MARKETING STRATEGY FOR PEPSICO. How they can stay one step ahead of The Coca-Cola Company

By: Austin Vieceli

THE BIG IDEA• Ad campaign video that focuses on an unbiased opinion of social justice

issues.• use a non-iconic actor or actress that can convey the message

• Create a trending hashtag, such as #PepsiWorldwide

SOCIAL MEDIA

WEBSITEWhat can be seen • Big pictures• Hashtags• Social media feeds• Contrasting colors that are easy to read

What can be added• Commercials from top brands, such as

Pepsi, Doritos and Gatorade • Fan made content • Live feeds from social media platforms

ONLINE ADVERTISING

• Their site is search engine optimized. However, adding words from the campaign like pepsi worldwide, recent pepsi ads, and pepsi social justice will increase more traffic to the campaign page

• Measuring the effectiveness of the campaign will include monitoring the pay per impression, CPM. Focusing on these numbers will determine if they can do similar campaigns in the future.

ONLINE ADVERTISING - CONTINUED

• Main Performance Indicator - “How long did people spend on the ad campaign page.”• Evaluated every month for seven months • See how much time people are spending on the ad page

INBOUND MARKETING

Stick to what you know best…

Social Media

INBOUND MARKETING - BLOG• Relaunching a blog would be in their best interest

For example:

MOBILE

Always room for improvement• Update videos and stories more frequently than monthly. • Have a live Facebook and Twitter feed on the site. • Show more fan-made content on the site. • Make more apps and games from brands under the company.

SUMMARY

• Making a campaign that showcases any current social justice issues can be risky and detrimental to the brand name.

• Focus on creating the ad for social media, mainly Facebook and Twitter, to generate impressions and discussion.

• Generate more traffic to pages with new SEO phrases

• Relaunch the blog

• Produce more stories and videos through mobile

• Showcase more fan-made content

SOURCES

• Editor, Anne Marie Mohan Senior. "Clarity and Boldness Mark New Doritos Global Brand Identity." Packaging World. Packaging World, 10 Apr. 2013. Web. 24 Apr. 2017.

• Redymzoy0. "Free Image on Pixabay - Twitter Logo, Twitter Bird." Free Illustration: Twitter Logo, Twitter Bird - Free Image on Pixabay - 1788039. Pixabay, 23 Nov. 2016. Web. 23 Apr. 2017.

• Samuel1983. "Free Image on Pixabay - Icon, Button, Logo, Social Networks." Free Illustration: Icon, Button, Logo, Social Networks - Free Image on Pixabay - 1562136. Pixabay, 23 Aug. 2016. Web. 23 Apr. 2017.

• Simon. "Free Image on Pixabay - Facebook, Mouse Cursor." Free Illustration: Facebook, Mouse Cursor -Free Image on Pixabay - 76536. Pixabay, 29 Jan. 2013. Web. 23 Apr. 2017.

• Sr_verde. "Free Image on Pixabay - Pepsi, Bottle, Drink, Plastic." Free Photo: Pepsi, Bottle, Drink, Plastic - Free Image on Pixabay - 737699. Pixabay, 27 Apr. 2015. Web. 23 Apr. 2017.