Mondelez International is following the money in online retail.
The $26-billion global snacks giant is increasing the overall spending behind product sampling – one of its favored marketing tactics – but the mix is now increasingly skewed towards digitally-led strategies.
Methods of driving awareness and trial of new products are changing, Steve McGowan, head/shopper marketing for Mondelez, told the audience at the P2P Summit – an event held by the Path to Purchase Institute in Chicago in March 2018 – in explaining this approach.
“If you don’t evolve, you’re not going to be around,” he said.