WARC, 25 February 2014
BARCELONA/DELHI: Unilever, the FMCG firm, has activated a
new mobile marketing platform at the Mobile World Congress with a message aimed
at consumers in India.
Rahul Welde, Unilever's vice president of media, described
Konnect, a mobile marketing platform developed by mobile marketing specialist
Brandtone , as "the marketing equivalent of the Bloomberg terminal –
providing real-time insights and a way of managing campaigns as they
happen".
Marketers have access to a large database of consumers in
emerging markets who have given explicit permission to be contacted. They can
also use a wide spectrum of techniques including SMS for consumers with feature
phones and rich media for those with smartphones as well as rewards ranging
from rich digital content to mobile airtime.
Brandtone CEO Donald Fitzmaurice claimed that the
incentivised approach produced response rates of ten times the industry
average.
Unilever plans to begin using the system in India, with the
first message being aimed at consumers taking part in a campaign for its
Sunlight soap brand. Subsequent rollouts are planned for China and Indonesia.
"We can now identify, engage and reward individuals who
use our products exactly at a time when it represents the most value for
them," Welde declared.
His colleague Luis Di-Como, svp media, noted that
"mobility is transforming the way in which we build brands". He
explained that the business had developed an approach it called Crafting Brands
for Life in a Connected World, which covered three broad areas it had labelled
Putting People First, Building Brand Love and Unlocking the Magic. (Warc subscribers
can read more here: Why Unilever is focusing on people, love and magic.)
"We believe that mobile is the connective tissue that
holds this strategy together," he added.
Data sourced from Brandtone; additional content by Warc
staff
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