According to the company, the new programme, Mobile Futures, aims at igniting the company’s consumer connections by working and collaborating with some innovative minds in the mobile space – start-up entrepreneurs.
The programme will pair Mondelez International’s power brands with select start-ups to not only accelerate and scale existing mobile innovations, but also incubate brand new mobile ventures, each in just 90 days.
Bonin Bough, vice president of global media and consumer engagement at Mondelez International, said: “American consumers spend more than 23% of their daily media consumption on a mobile device. Yet most marketers dedicate less than one percent of their media spend to mobile.
“This is a huge gap, and it’s driving us at Mondelez International to think differently about consumer engagement and path to purchase. We are planning to invest 10% of our global marketing budget in mobile activations and channels across the entire consumer journey.
“Our goal is to become one of the top mobile marketers in the world. And Mobile Futures demonstrates how committed we are to get there.”
Source: Mondelez
.
© FoodBev Media Ltd 2024