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Coca-Cola Looks To The Past For Lessons In The Age Of Digital Transformation

August 16, 2018: 12:00 AM EST
Coca-Cola’s chief digital executive, speaking at a conference in Australia, noted that his company’s success in reaching and serving 1.5 billion customers globally is the result of a two-pronged effort that sometimes clashes. Traditional marketing – all about awareness, reach, and frequency – abuts the digital world, whose key is personalization. “And those, at times, are somewhat opposing forces,” said David Godsman. But when the company does bring the two forces together, “there’s something magical there that we can create with our consumers.” Moreover, as the company re-orients itself around customer experiences, efficient and productive operations, self-disruption, and cultural transformation, it must apply lessons learned from past successes and failures. The motto, he said, is “kiss the past hello,” even in the midst of digital transformation.  
Catriona Hay, "Coca-Cola’s Chief Digital Officer On “Kissing The Past Hello”", BandT AUS, August 16, 2018, © The Misfits Media Company Pty Limited
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