On April 30, 2012, Pepsi launched Pulse, a social media driven interactive dashboard for everything on pop culture, a week before the 'Live for Now' global marketing campaign that premiered on May 7.
As reported by People's Insights (2012) Pulse serves as a "dashboard of pop culture", pulling pictures, tweets, and news from premium content sources, filtered by social ranking, to gather the top 10 stories at any given moment. Users can organize content around categories such as music, design, and sports.
In the effort to position the dashboard as the campaign centerpiece with social media, consumers will be encouraged to tweet, 'like' and 'pin' items from the dashboard.
How do you think Pepsi can measure the impact of their campaign and its platform Pulse?
The digital core of the 'Live for Now' campaign is the Pulse platform, which aggregates content from around the web, as well as their own original content. In your opinion, what is the best balance of SEO and SEM that Pepsi's marketing team can use to ensure that consumers are able to continue to find the particular Pepsi brands that they seek through search engines? Briefly describe the rationale for your recommendations. How does this usage of SEO and SEM tie into the design of the overall marketing message?