The Homa Files

There’s a nagging question: how to quantify the ROI of social marketing, and the impact on the bottom line.

Pepsi diverted its Super Bowl ad budget to its “Refresh crowdsourcing initiative” — an ongoing corporate citizenship effort that was cited by Ad Age as a factor in why Pepsi has slipped to third place behind Coke and Diet Coke in the US.

Pepsi’s argument: you’re either on the digital train or you’ll get left behind.

According to PepsiCo’s Director of Digital and Social Media:

• Technology affecting our lives is nothing new. Once clocks were invented, we began living our lives by the clock.
• There have been more apps downloaded since apps began than all the music downloaded from iTunes.
• Kids are “addicted” to the iPad and think all screens are touch screens
• Grandparents now have relationships with their grandchildren on Skype and Facebook.

Excerpted from: BrandChannel, PepsiCo Pumps Up Digital Fitness, March 24, 2011

This entry was posted on March 30, 2011 at 5:56 am and is filed under Beverages - Soft Drinks, Internet - Soc Networking. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.