Mondelez Touts Mobile Marketing Initiative

Mondelez International is taking an unexpected step into mobile marketing territory. The company made the announcement during New York’s Advertising Week.

A report from Consumer Goods says the new program, which is called “Mobile Futures,” is meant to spike a company’s consumer connections “by working and collaborating with some of the brightest and most innovative minds in the mobile world—start-up entrepreneurs.”

The program will pair Mondelez International’s power brands with select start-ups to not only accelerate and scale existing mobile innovations, but also incubate brand new mobile ventures, each in just 90 days.

“American consumers spend more than 23 percent of their daily media consumption on a mobile device. Yet most marketers dedicate less than one percent of their media spend to mobile. This is a huge gap, and it’s driving us at Mondelez International to think differently about consumer engagement and path to purchase,” Bonin Bough, an executive with Mondelez International tells Consumer Goods. “We are planning to invest 10 percent of our global marketing budget in mobile activations and channels across the entire consumer journey. Our goal is to become one of the top mobile marketers in the world.”

To learn more about “Mobile Futures” and why it’s a so-called “first-of-its-kind program,” click here.