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David Beckham is a footballer.

Biography
He was born in England and played for Manchester United.

Childhood
Sebastian Coe

History of digital marketing
The development of digital marketing is inseparable from technology development.

In the 1980s, the storage capacity of computer was already big enough to store huge volumes of customer information. Companies started choosing online techniques, such as database marketing, rather than limited list broker. This kind of databases allowed companies to track customers' information more effectively, thus transforming the relationship between buyer and seller. However, the manual process was not so efficient.

In the 1990s, due to the debut of server/client architecture and the popularity of personal computers, the significant growth of Customer Relationship Management (CRM) softwares became a milestone of marketing technology. Fierce competition forced vendors to include more service into their softwares, for example, marketing, sales and service applications. Marketers were also able to own huge online customer data by eCRM softwares after the Internet was born. Companies could update the data of customer needs and obtain the priorities of their experience.

In the 2000s, with more and more Internet users and the birth of iPhone, customers started searching products and making decisions about their needs online first, instead of consulting a salesperson, which created a new problem for the marketing department of a company. This change made marketers find the digital ways for market development.

In 2007, the concept of marketing automation was raised to solve the problem above. Marketing automation helped companies segment customers, launch multichannel marketing campaigns and provide personalized information for customers. However, the speed of its adaptability to consumer devices was not fast enough.

With the development of social media in the 2000s, such as LinkedIn, Facebook, Youtube and Twitter, consumers became highly dependent on digital electronics in daily lives. Therefore, they expected a seamless user experience across different channels for searching product's information. The change of customer behavior improved the diversification of marketing technology.

Digital Marketing Strategy of Coca-Cola
Coca-Cola used a inherently social concept and consistently applied it across the marketing mix. This concept covers almost every aspects of a consumer's journey and adopts integrated marketing strategy which combines owned, earned, shared and paid media channels while putting digital media at the heart of marketing campaigns in order to achieve the goal of a 'personal and authentic brand experience'.

Focusing marketing strategy on social media earns Coca-Cola the low cost with high productivity benefits. According to a spokeswoman of Coca-Cola, with the development of digital media, the company itself is continuously looking for innovative ways to connect with consumers. For example, in order to achieve the global brand marketing strategy, Coca-Cola created the North American Social Centre to manage marketing activities on the Internet for all brands, such as Diet Coke, Fanta and Sprite. It is a real-time newsroom in which marketing experts from different agencies work, for example, Havas, Publicis-owned Moxie, specializing in analytics, content strategy, creation and publishing.

Another example is that by using social medium that the public use every day on the Internet, Coca-Cola held various revolutionary campaigns, such as 'Share a Coke'. In this campaign, the company asked consumers to get involved and create their own cans through digital medium or to find their names on the coke website, as well as inviting suggestions. Then customers were rewarded with their personalized Coke that was ready to be shared with a hashtag (#shareacoke) on Twitter. This digital marketing idea helped Coca-Cola increase the global brand awareness siginificantly.