"AIDA enables Mondelez to create marketing content faster and at a lower cost, often giving it the opportunity to personalize the material for specific consumer groups. But while the upfront cost is high now, Mondelez expects the tool could cut the cost of creating marketing content by up to 50%. It could save the company even more in the long term if it is implemented into other parts of the food manufacturer's business."
"Mondelez, which launched the nascent platform in July, is still learning where and how to best use the technology across its sprawling worldwide snacking portfolio. The tool is still being tailored to understand the intricacies that come with each brand and how to remain responsible in advertising by avoiding the promotion of unhealthy behaviors such as overindulgence. Jennifer Mennes, vice president of global head of digital marketing and strategy with Mondelez, and Tina Vaswani, the company's vice president of digital enablement and consumer data,"
Mondelez developed AIDA (AI + Data) over more than two years with investment exceeding $40 million to modernize marketing content creation. AIDA accelerates production of creative assets, reduces costs, and enables targeted personalization for specific consumer groups. The platform launched in July and is expected to cut content creation costs by up to 50%, with potential additional savings if expanded into other business areas. Mondelez is still identifying optimal use cases across its global snacking portfolio and is tailoring AIDA to respect each brand’s nuances. The tool is being adapted to ensure responsible advertising and to avoid promoting unhealthy behaviors such as overindulgence.
Read at www.fooddive.com
Unable to calculate read time
Collection
[
|
...
]