In this week’s episode of Marketing Dividends presented by the AANA, Mondelēz International’s managing director Australia/New Zealand, Amanda Banfield, discusses how marketers are getting more and more commercially minded as their accountability within the business grows.
“I think we're definitely expecting marketing to be much more accountable,” Banfield said.
“So in that sense there's more of a focus, certainly in my business, on return on investment and more focus on real clarity around what is the plan, how are we going to specifically unlock growth, what behaviours and beliefs are we influencing and how do we know that what we're doing and we're actually measuring that and holding marketing accountable for delivering that. So it is more focused and more hard facts based than it has been in the past.”
One of the businesses biggest focus has been on mobile, with Banfield previously telling AdNews that the business is likely to spend 20% of its total media and marketing budget on mobile off the back of its global 'Mobile Futures' program.
Speaking to the AANA about the program, Banfield said: “It has been an amazing experience for our marketers to actually work with entrepreneurs who think completely differently. For example, in the space of mobile marketing, it’s actually opening the marketers' eyes to what’s going on out there and how fast it’s changing.”
While it is unlikely to re-run Mobile Futures in the same way this year, Mondelēz is using it as a jump off for how it accelerates the adoption of mobile throughout the business.
When talking to the AANA Banfield explains that growth is everyone's responsibility, but it is really marketing’s responsibility to think ahead and lead the charge.
"Marketers are the ones who sit down and work out category by category what are the big growth opportunities, which brands are we going to prioritise and which technological platforms do we really think we should be focusing on to continue to win. Marketing is the part of the organisation that will lead the business and make opportunities come to life."
Watch the full episode below:
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