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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 passiv...
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
• Ever...
Presentation: The Past, Present and Future of Mobile for CPG Marketers
Presentation: The Past, Present and Future of Mobile for CPG Marketers
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Presentation: The Past, Present and Future of Mobile for CPG Marketers

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 America

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Presentation: The Past, Present and Future of Mobile for CPG Marketers

  1. 1. The Past Present and Future of Mobile for CPG
  2. 2. Managing Risk
  3. 3. “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
  4. 4. The Past Scale + Mass Message = Success
  5. 5. The Present Scale + Mass Message = Success
  6. 6. 89% of grocery shoppers use their smartphone to help them make decisions in store
  7. 7. The App-o-sphere ⌃ ⌃
  8. 8. Location is king
  9. 9. Geo-Fencing
  10. 10. Great Opportunity means Great Responsibility
  11. 11. Mobile is the most HUMAN of all media.
  12. 12. 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… 14

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