Unilever Executive Highlights Mobile's Impact On Marketing

Unilever director of global media innovation Jay Altschuler said mobile marketing is the “connective tissue” that holds marketing campaigns together during his speech at the 2013 Mobile Marketing Association forum in London. Altschuler also said the fast pace of change in the field of digital marketing can pose problems for fast-moving consumer goods companies, in particular, those with a history of being successful with TV advertising. He supported his argument by citing his company’s brand and marketing strategy of pushing brands aimed at customers living in a connected world. Altschuler also cited Unilever’s marketing campaign for the Magnum brand of ice cream in Istanbul. The company used mobile technology to drive and connect the digital and offline components of the campaign, which included allowing consumers to vote for their favorite ice cream flavors via social media site Twitter.