{"id":1225,"date":"2013-03-21T12:12:27","date_gmt":"2013-03-21T11:12:27","guid":{"rendered":"https:\/\/bigcitymonkey.com\/?p=1225"},"modified":"2013-03-21T12:12:27","modified_gmt":"2013-03-21T11:12:27","slug":"coca-cola-avslojar-digitala-resultat","status":"publish","type":"post","link":"https:\/\/euronewspages.com\/sv\/coca-cola-avslojar-digitala-resultat\/","title":{"rendered":"Coca-Cola avsl\u00f6jar digitala resultat"},"content":{"rendered":"<p><strong>I m\u00e5ndags samlades v\u00e4rldens marknadsgurus p\u00e5 konferensen Re:think 2013 i New York. Coca-Cola presenterade en stor utv\u00e4rdering av sin marknadsf\u00f6ring. Resultatet: Buzz p\u00e5 n\u00e4tet har ingen m\u00e4tbar effekt p\u00e5 Coca-Colas kortsiktiga f\u00f6rs\u00e4ljning. D\u00e4remot fungerar digital annonsering lika bra som TV-reklam.<\/strong><\/p>\n<p><a href=\"https:\/\/bigcitymonkey.comhttps:\/\/bigcitymonkey.com\/wp-content\/uploads\/2013\/03\/Coca-Cola_fb.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft  wp-image-1231\" title=\"Coca-Cola_fb\" src=\"https:\/\/www.bigcitymonkey.comhttps:\/\/bigcitymonkey.com\/wp-content\/uploads\/2013\/03\/Coca-Cola_fb.png\" alt=\"\" width=\"765\" height=\"182\" \/><\/a><\/p>\n<p>Som representant f\u00f6r Coca-Cola fanns bland andra analyschefen Eric Schmidt p\u00e5 plats. Han har nyligen analyserat Coca-Colas senaste utv\u00e4rdering av sin egen marknadsf\u00f6ring. Med tungt fokus online och med v\u00e4rldsledande 61 miljoner Facebook-fans kom rapporten med n\u00e5gra chockerande resultat. Bland annat konstaterades att socialt buzz inte p\u00e5verkar den kortsiktiga f\u00f6rs\u00e4ljningen. Schmidt vill dock akta sig f\u00f6r att l\u00e4sa in f\u00f6r mycket i dessa siffror. Han l\u00e4gger till att m\u00e4tningen av den digitala buzzen inte tar h\u00e4nsyn till exempelvis delningar eller videovisningar.<\/p>\n<p>Men n\u00e4r det g\u00e4ller banner-annonsering visade Coca-Cola upp helt andra siffror. De ser att deras banners \u00e4r n\u00e4stintill (90%) lika effektiva att driva f\u00f6rs\u00e4ljning per tittare\/impression som TV-annonser. S\u00f6kannonsering ans\u00e5gs vara h\u00e4lften s\u00e5 effektiv som TV-reklam. Printannonsering vann med en h\u00e5rsm\u00e5n \u00f6ver TV i effektivitet. Det \u00e4r oklart p\u00e5 vilket s\u00e4tt Coca-Cola-unders\u00f6kningen tar h\u00e4nsyn till annonskostnaderna. &#8221;Digital ROI m\u00e5ste bli ett ekonomiskt m\u00e5tt som ger oss en konsekvent utv\u00e4rdering av aff\u00e4ren \u00f6ver tid och som hj\u00e4lper marknadsf\u00f6rarna att g\u00f6ra smarta medieprioriteringar&#8221;, s\u00e4ger Schmidt.<\/p>\n<p>K\u00e4lla: <a href=\"http:\/\/adage.com\" target=\"_blank\" rel=\"noopener noreferrer\">AdAge<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Coca-Cola presenterar utv\u00e4rdering: Buzz p\u00e5 n\u00e4tet har ingen m\u00e4tbar effekt p\u00e5 Coca-Colas kortsiktiga f\u00f6rs\u00e4ljning. D\u00e4remot fungerar digital annonsering lika bra som TV-reklam.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[44,28,37,30],"tags":[110,258,192],"class_list":["post-1225","post","type-post","status-publish","format-standard","category-display","category-konvertering","category-media","category-socialt-medier","tag-coca-cola","tag-display-2","tag-tv-reklam"],"_links":{"self":[{"href":"https:\/\/euronewspages.com\/sv\/wp-json\/wp\/v2\/posts\/1225","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/euronewspages.com\/sv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/euronewspages.com\/sv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/euronewspages.com\/sv\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/euronewspages.com\/sv\/wp-json\/wp\/v2\/comments?post=1225"}],"version-history":[{"count":0,"href":"https:\/\/euronewspages.com\/sv\/wp-json\/wp\/v2\/posts\/1225\/revisions"}],"wp:attachment":[{"href":"https:\/\/euronewspages.com\/sv\/wp-json\/wp\/v2\/media?parent=1225"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/euronewspages.com\/sv\/wp-json\/wp\/v2\/categories?post=1225"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/euronewspages.com\/sv\/wp-json\/wp\/v2\/tags?post=1225"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}