Congrats to Coke. High-cal drinks and obesity aside, the world’s #1 marketer by spend is putting money behind the right idea: ditching its ‘old’ web site to push the boundaries on what a ‘customer-focused’ site could – and should – really mean.
But it’s poised to do a lot of things right. And B2B companies need to pay attention: because millions of folks ponying up $1.79 for a Coke at the nearest 7-11 are B2B buyers, too.
So what’s this all going to cost? Plenty. This revamp is backed with SEO spend on Google, ads on LinkedIn and outreach to most of the 1.2 million people who visit the site every month.
Budget includes 4 full-time staffers, and millions of dollars over several years. Mistakes will be made. But lessons will be learned. And sometimes, it’s better to be early.