presentation: the past, present and future of mobile for cpg marketers
DESCRIPTION
There are a myriad of ways CPG marketers are using mobile to varying degrees of success. Speaking about Hillshire, and other CPGs, we will explore both the evolving role of mobile and the move toward the future state. What is driving the slow adoption of mobile in this category? What is the roadmap for the future of the channel within the context of CPG and Hillshire marketing? Presenters David Ervin, Director, Integrated Marketing, Hillshire Farms Liz Ross, President, BPN North AmericaTRANSCRIPT
The Past Present and Future of Mobile for CPG
Managing Risk
“In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.” -Bill Bernbach
The Past
Scale + Mass Message = Success
The Present
Scale + Mass Message = Success
89% of grocery shoppers use their smartphone to help them
make decisions in store
The App-o-sphere
⌃ ⌃
Location is king
Geo-Fencing
Great Opportunity means Great Responsibility
Mobile is the most HUMAN of all media.
Innovation is everything
• Rethink what is conventional• Take calculated risks• Relevance is critically
important• Every technology has value
– QSR to NFC– Euclid– Everything in between…
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