Every year, when I see the Coca-Cola ‘Holidays are coming’ advert on TV, it makes me feel a bit warm and cosy. Now, “warm and cosy” aren’t generally words you’d use to describe drinking Coca-Cola – so what’s going on? And what the devil (you may ask), does this have to do with Reward communication? Well, everything actually. The reason I feel warm and cosy about Coke is down to the way in which they use Contextual and Content Marketing. Contextual Marketing comes from the world of online shopping, where brands use their knowledge of you, your needs and desires to serve up more content that they think will be Read more
