How DuPont builds apps for multiple markets
DuPont – one of America's leading conglomerates – wanted to use mobile technology to support its agriculture business in multiple markets.
Achieving that goal for such a diverse portfolio would, in the first instance, require cutting across all the markets DuPont serves – a challenge which demanded working through an expansive network of distributors to reach millions of farmers around the world.
"We sell through a group of more than 10,000 sales reps and contract sales agents," Joanne Hewitson, DuPont's Global Digital Marketing Lead/Crop Protection, told delegates at the Adobe Summit 2016. "One of our marketing teams' biggest challenges is how to get our value proposition translated down to those reps and, through them, to our farmers."