BrandArena: Unilever collaborate with Brandtone for new mobile marketing initiatives

Friday, 27 September 2013

Unilever collaborate with Brandtone for new mobile marketing initiatives

In an attempt to enable its brands to harness mobile and bog data in key emerging markets, Unilever is set to collaborate with mobile marketing company, Brandtone in a partnership that will see Unilever support Brandtone’s expansion into India, Indonesia, China and the US whilst bolstering their existing relationship in South Africa, Brazil, Kenya, Nigeria, Russia and Turkey.

“People are willing to share information about themselves in order to get more relevant advertising and offers. So the opportunity is there – if we do it correctly. We need to approach people with respect – maintaining trust and ensuring two-way dialogue. The work we do with Brandtone enables us to do exactly that. By building relationships with our consumers and adding something of value to them we can increase both purchase and brand loyalty,” affirmed Keith Weed, Unilever Chief Marketing Officer.

“Over half our turnover comes from emerging markets. Mobile provides a direct means of engagement with almost every consumer in those countries, and it is therefore absolutely critical for our brands’ growth'', he said.

In his remark, Co-founder and CEO, Brandtone, Donald Fitzmaurice stated “this agreement takes our partnership with Unilever to a new level, and sees us partnering to open up key growth markets. There, we will continue to offer Unilever the means to responsibly and sustainably engage consumers in the most important developing and emerging markets.”

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