We at Proximus Mobility have been touting the benefits of mobile marketing for retail stores and brands for quite a while, and it seems that Kraft is finding major success with their mobile campaigns driving impulse buys. Recently, Kraft exec B. Bonin Bough explained at the 2012 MMA Forum that a key part of the Kraft marketing strategy is optimizing and utilizing mobile content within retail stores. Here are some highlights:
“Mobile is more important than ever because it is a device that is with you at all times.”
“We see usage on our recipe sites spike when consumers are in the store making a buying decision. We also believe mobile drive impulse buys.”
“As you look at the consumer journey, for the first time ever buying might be driven by awareness because at the moment of truth, mobile can actually deliver.”
Feel free to read the rest over at Mobile Marketer. Kraft and the other brands mentioned in the article really understand the benefits of mobile.