Mobile advertising

Mondelez International recently stated that American consumers spend more than 23% of their daily media consumption on a mobile device. Yet most marketers dedicate less than 1% of their media spend to mobile.

This represents a huge gap in the market, and it is driving Mondelez to think differently about consumer engagement and path to purchase. The company is  planning on investing 10% of its global marketing budget in mobile activations and channels across the entire consumer journey, and plans to become one of the top mobile marketers in the world.

The rise in ownership of smart phones and tablets means that mobile advertising is going to become more and more popular. In fact, in the UK, mobile advertising has risen 132% in the first half of 2012, and is forecast to surpass £500 million by the end of the year. And analysts think this is only the beginning.

Confectionery manufacturers are increasingly using social media platforms such as Facebook and Twitter to promote new product launches. But rather than being a passing fad, I think mobile advertising is here to stay. Manufacturers will either need to adopt more sophisticated digital advertising techniques or risk getting left behind.

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