Mondelez International is clarifying the path to purchase for its product pages, social media, video ads, CRM campaigns and other digital media touch points. Across 25 markets, a “Buy Now” button will link to one of 130-plus retailer websites. By “converting … media investments into buying opportunities for consumers,” Mondelez says it is looking to drive growth as well as collect consumer insights. Mondelez (parent of brands including Oreo, Cadbury and Trident) is using ChannelSight’s Buy Flow technology on the initiative.
Unlike most other industries, which have been hyper-focused on ROI, CPG brands have tended to dedicate most of their media spend to branding rather than direct response. (In the CPG and consumer products category, 65% of ad spend was dedicated to branding in 2014.) Calls to action tend to feature coupons or prompt consumers to “learn more” or get recipes. Few display ads from the major parent companies have featured a “buy now” message.
One of the biggest surprises in L2’s Digital IQ Index: Food 2014 study was how few Food brands see their sites as e-commerce funnels. As many as 8 in 10 were not directing customers toward e-commerce partners from their brand site, a practice that is now common among Personal Care and Home Care brands.
With Oreo in particular, Mondelez has a wealth of opportunity for social commerce. Oreo boasts robust communities on social platforms, where it currently pushes fans to its “Snack Works” site for recipe and product information. Oreo led Food brands in community size on both Facebook and Twitter at the time of L2’s Digital IQ Index: Food 2014 study, and has a strong subscriber base on YouTube.