The Mondelez Shopper Marketing Group is laser-focused on elevating digital marketing investment, execution and performance and strives to be at the forefront of digital innovation. As shopping behaviors evolve, Mondelez is embracing shoppers in new ways, reaching them close to the POP and focused on measurement. This session will focus on the convergence of National and Shopper investments and how Mondelez has adopted a “test and learn” mindset. Embracing this mindset and working with the right partners, Mondelez has led the industry on several digital-first initiatives. We will highlight successes and lessons learned from recent Performance Marketing campaigns and pilots.
- Being open to testing, learning, moving fast (and moving on) is more important than ever. Those hesitant to try new performance-based capabilities – like Digital Out-of-Home or Promotion Amplification – often miss out on new opportunities that can not only leave your brand behind the industry, but also can greatly elevate your marketing programs and overall ROI.
- Choosing the right partners with the depth of infrastructure and expertise to deliver on your KPI’s is so important, and why these aren’t relationships that are built overnight.
- Innovation in media and measurement are paving new exciting frontiers. The ability to bridge the physical and digital worlds across the path to purchase is here and measuring impact is powerful and instrumental to future success
Steve McGowan - Mondelez International
Rebecca Poolman - Quotient