Who Cares What Coca-Cola Has Learned?
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Coca-Cola recently learned that social-media buzz doesn’t correlate with its short-term product sales. The findings — which tracked online conversations, but not sharing or video views — have stirred debate in the advertising industry, but nobody is asking a crucial question: Why should the rest of us care what Coca-Cola learned?
Soda simultaneously creates the most and least involved consumer purchases. Many people will buy it mindlessly, with virtually no thought to brand selection. It’s inexpensive and inconsequential. But then soda-heads will go to the grave unbelievably loyal to either Coke or Pepsi.
In other words, your brand most likely has nothing in common with Coca-Cola. Your product is likely more expensive, and typically your customers think long and hard before purchasing from you. They consult friends and family for advice and conduct research online; they aren’t influenced by irrational brand loyalties.
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