With campaign effectiveness in the spotlight during the recession, companies are trying new ways to target via to consumer behavior, according to marketing executives speaking at Advertising Week. For one, Carol Kruse, VP of global interactive marketing at Coca-Cola, said that the soft-drink giant is placing more emphasis on “occasion-based marketing.”
“We’re looking at what is that occasion where you might be thirsty,” she said at an Advertising Week panel on September 21, adding that the company considers sporting events and other live happenings in its research.
