Speaking at Mobile World Congress in Barcelona
today Weed said the role of big data behind mobile is what makes the medium
most "exciting" and is helping transform the business and consumer
environment.
“We can tell by a person's location if they
are walking in a park and then if it is a hot day, we can direct them to the
nearest place to buy a Magnum with a coupon – these are things we can already
do now - all the kind of stuff you can’t do on TV,” he said.
However, Wood stressed the importance of
establishing proper metrics when determining what budgets to allocate to
mobile. “Measurement is key and it is important to understand the rules of
measurement before embarking.
"We have 600 market researchers around
the world and one of their main tasks is to define the right approach to mobile
for ROI. We are getting very interesting ROI on mobile and it certainly
justifies our investment there.
“Not so long ago everyone was striving for
360-degree communication. We're now shifting from that all-round planning of
integrated channels to a 365 days-a-year, always-on approach…
“I want the best mobile marketeer in the world
to be Unilever – and the way we will do that is through experimentation and
measuring what we do and then repeating it at scale,” he added.
Unilever is on the lookout for more partners
with experts in mobile-related fields to create mobile experiences for
consumers, according to Weed.
