Mondelez sees mobile as a key component in consumer shopping journey

05/13/2013 | Mobile Marketer

Combining mobile with TV campaigns and pulling everything together in a store environment are among the ways that Mondelez International provides a seamless experience in consumers' shopping journey, said Bonin Bough, Mondelez's vice president of global media and consumer engagement. The company allocates 10% of its marketing to mobile, he said. Mondelez's mobile efforts center on video equivalency, customer engagement and media designed to reach consumers at the moment of purchase.

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