Companies increasingly utilising mobile to bridge gap between online and offline customers

Brands like Kellogg's have been slow on the mobile-uptake

Brands like Kellogg’s have been slow on the mobile-uptake

More and mores firms are beginning to realise the importance of mobile in uniting online and offline customers, points out Jessica Davies in a recent report in The Drum.

Marketers across the world must be quick to take advantage of the opportunities offered by mobile, and understand how to capitalise on a constantly-connected audience.

FMCG brands like Kellogg’s are among the many finally beginning to adapt and take advantages of mobile-ready sites. Kellogg’s is aiming to increase its current 30 per cent of mobile-ready properties to 100 per cent in the next 18 months.

Commenting on the move, Matt Pritchard, head of digital at Kellogg’s, said the main desire of of marketers right now is “getting into people’s pockets” – achieved solely through an improvement of a brand’s mobile-ready online presence.

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