Fast-moving consumer goods sector plunges into mobile

05/13/2013 | Drum (Glasgow, Scotland), The

Mobile marketing is catching on in the consumer goods sector. Kellogg's says it aims to have 100% of its brands embrace mobile sites in the next year and a half. The lure is the unique opportunity mobile offers to bridge the consumer experience between the virtual and physical worlds, but the trick is to avoid alienating consumers confronted with too many marketing pitches on a proliferation of devices.

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Drum (Glasgow, Scotland), The