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Kraft’s Mobile Branding Recipe

A 99-cent mobile app has gone far to help Kraft engage consumers in a meaningful, relevant way. "The most important thing is we’re providing utility above branding," says Ed Kaczmarek, Kraft's director of innovation, in this eMarketer Q&A.

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  • Who Are We Really? And Why Marketers Should Care (AdAge.com)
    Let's get rid of the labels and look at the reality: You are not doing your job as a marketer well if you choose to ignore the fastest growing segments of our country and don't make any effort at all to market to them in culturally relevant ways.
  • A viral strategy for using paid search (iMedia Connection.com)
    Paid search may be more effective at driving in-store sales than it ever has been for ecommerce. Find out how to combine it with social media and email to make a big impact on consumer shopping habits--plus one biggie to avoid at all costs.
  • Customer Service Is Key Strategy (Brandweek)
    Customer service is the new marketing, PR and crisis communication, says one author. During increasingly confusing, cluttered and complex times, the quality of your customer service is what differentiates your company, product, service or brand from another.
  • 3D Commercials, Different Dynamics (Neuroscience Marketing)
    3D entertainment has finally gone mainstream, so we we expect an onslaught of 3D advertisements to follow. But the laws of shooting don't necessarily translate, as these heat maps comparing a 2D commercial with a 3D commercial show.

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