SINGAPORE: Mondelez, the global snack foods company, is using mobile in tandem with other media to improve the effectiveness of all the channels it operates in, a leading executive has said. 

Bonin Bough, vice president of global media and consumer engagement, told Campaign Asia-Pacific that Mondelez saw greater effectiveness across its marketing mix models when digital and television were used together. "What we are focused on now is becoming more deliberate with this," he explained.

In particular, he referred to mobile consumption in conjunction with other media. "This layering of media is where we see the most interesting opportunities," he stated, adding that mobile was effective in making traditional channels work harder.

He noted that marketers typically spend as much as 90% of their money on TV. "Now imagine if that 90% could work twice as hard," he said.

He also pointed to the role of packaging, which can now be smart and technology-enabled thanks to developments such as QR codes. "We believe that the size of our company footprint can help drive that consumer adoption faster and greater and as a result ensure that we are a huge beneficiary of the adoption of that technology," he declared.

As a snack food producer, Mondelez is interested in the role of mobile in impulse buys, and Bough noted that mobile consumers purchased 18% more impulse-driven products, spent more than those not using mobile and were more likely to return to the store and shop within a given period.

He saw "huge value in unlocking that consumer", adding that directional data enabled the company's brands to be "super-targeted".

"We can begin to make correlations in-store, at the moment of truth, which we've never been able to do before at the moment of purchase," he said.

Another aspect of the Mondelez approach to mobile is its Mobile Futures programme, which paired start-ups with brands to launch new mobile pilots within 90 days.

"The programme has had a phenomenal impact on our brand directors and culture," said Bough. "It has changed the way they think, from how fast they need to get things into market to a greater focus on interaction."

Data sourced from Campaign Asia-Pacific; additional content by Warc staff