Campaign UK

HASEEB-UR-RAH­MAN

BUSI­NESS UNIT HEAD, KIT KAT AND BIS­CUITS NESTLÉ UK

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If you had spo­ken to me a year or two ago, I would have said mo­bile was a grow­ing trend. But now, we’re al­ready there. A lot of cam­paigns we are run­ning have mo­bile at their cen­tre.

In 2015, as part of our “#My­break” ac­tiv­ity, we ran a cam­paign with Google where users could say to their phone “OK Google, Youtube my break” and get ac­cess to the top five videos of the day.

The work ran in 20 coun­tries and re­ceived sig­nif­i­cant me­dia cov­er­age.

When we think of cam­paigns now, mo­bile is an in­te­gral part of them. In the past, we would be con­cerned with en­sur­ing our web­sites were mo­bile-com­pli­ant; now, we are mak­ing sure the videos we pro­duce look good on mo­bile, be­cause gen­er­ally Face­book and Youtube videos are no longer viewed on desktop.

Mo­bile is an im­por­tant medium. We need to be cog­nisant of the fact that peo­ple ap­proach it dif­fer­ently to TV. You have to catch their at­ten­tion very fast. They are ac­cess­ing so­cial me­dia through their mo­bile rather than on desktop. This is cre­at­ing a greater sense of ur­gency. View­ers will skip past things that don’t speak to them much more quickly, which makes our jobs as mar­keters a whole lot harder.

The future de­pends on what functional­ity mo­bile tech­nol­ogy will of­fer. As speed im­proves or a new functional­ity is added, we will be able to cre­ate dif­fer­ent types of cam­paigns – us­ing, for ex­am­ple, geo-tar­get­ing or chat­bots.

Gen­er­ally, younger con­sumers adopt new tech­nolo­gies faster than other de­mo­graph­ics. But, as younger con­sumers ma­ture, I see adop­tion lev­els in­creas­ing.

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