Mondelez, the firm responsible for brands such as Oreo Cookies and Trident Chewing Gum, have struck an innovative new deal with Twitter to help improve their marketing prowess. The agreement will see Twitter staff being deployed to work with Mondelez teams across the world in order to help local marketers tap into the real-time knowledge that the social network has.
The move will greatly interest digital marketing teams the world over, and it will be intriguing to see whether or not other companies with a substantial enough budget choose to invest in similar deals. Other perks believed to be included in the deal are preferential rates of advertising, “brand boot camps”, customised research and the chance to run the rule over new products first.
Bonin Bough, the vice-president of global media and consumer engagement for Mondelez, said:
“The whole point here is being able to react to what is being talked about in culture in the moment when it is being talked about. Twitter is constantly evolving their platform and technology. Being able to be close to that is a huge opportunity for us.”
Adam Bain, meanwhile – Twitter’s global revenue president – highlighted the fact that the shift towards mobile usage meant that customers should be planning for the moment to ensure that the brands remain relevant and in touch with the interests of consumers.
The idea of ‘real-time’ marketing tactics is quite a unique one, but will likely increase in popularity as mobile usage continues. Being able to respond immediately to cultural events could be a key part of any marketing strategy going forward – so watch this space.