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United Biscuits in concerted mobile marketing drive

Leading UK snack food producer, United Biscuits, has unveiled details of a major inaugural mobile marketing push planned for 2013, which the company believes will more effectively help exploit its strong consumer brand loyalty.

The move – which is expected to lead to a series of new mobile promotions – follows a recent mobile marketing trial carried out by United Biscuits involving a cashback token incentive, which the company says proved more successful than originally predicted.

The company’s new mobile marketing campaign series will, it says, be accompanied by parallel campaigns carried out via social media networks, online communications, and retail outlets.

The company stresses however that mobile marketing activity via smartphones will be at the core of its new promotional activity.

Commenting on his company’s marketing plans, United Biscuits e-commerce and digital controller, Marc Warburton, said:

“We want to be leader of online snacking in the UK and to do this we need to be present across as many touchpoints as possible so that whenever someone wants a snack they can buy one of our brands easily. Mobile is key to achieving this and its importance to the business is going to be one of the key changes that happen over the next few years.”

One of the key advantages of mobile marketing cited by those within the industry is its ability to more efficiently tailor campaigns to the individual smartphone user’s needs.

Others, meanwhile, have argued that common industry standards need to be introduced – and consumer awareness increased – before mobile marketing can be truly effective.

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