Yue Sheng

Yue Sheng wrote a new post, Delicious at Fingertips – Kraft’s Mobile-oriented Digital Branding, on the site Digital Innovation in Mobile Marketing and Communication MKTG 5606 Fall 2019 3 years, 3 months ago

As modern marketing is increasingly relied on digital, mobile advertising (aka m-Advertising) has been playing a more important role in online marketing because mobile usage has surpassed desktop (52.2% in 2018 […]

Greg Ebbecke replied 3 years, 3 months ago

Extremely thorough post Colleen! Do you think this is addressing the challenges Kraft is facing?

I can’t argue how engaging this experience would be for the converted, but my own personal bias is that Kraft’s foods aren’t the “healthiest” options out there. As consumers become more health/source conscious, is that a threat to Kraft’s brands?

Is it better to optimize the experience for the customers you still have in this case, or can an opportunity like this be used to grow their customer base?
Yue Sheng replied 3 years, 3 months ago

Hello Greg, thanks a lot your valuable comment!
I agree with you that the ‘healthier food’ is the on-going trend in food industry as more people pay more attention to what they eat. With that said, Kraft’s business strategy might need adjustment so that their offerings can cater to the healthier customers. In terms of the mobile strategy to promote their brand, their mobile-optimal website and app have been helping at least retain current customers. Should their business strategy shift, the mobile-oriented tactics should also be updated to deliver a more consistent brand message/image. So in my opinion, both business strategy and according mobile marketing may need to be adjusted to address the intensifying competition and their challenges of growing customer base and optimizing customer experience.

Crystal Pizarro replied 3 years, 3 months ago

Yue,

Nice post! I love that you brought up the multiple accounts for Lyft. I always wondered if it’s best to have multiple accounts that served different purposes. Their support account, @AskLyft, is a common account for most businesses to have, but I love how Lyft actively engages with their @lyftdesignteam account. Lyft allows for the audience to contribute to the overall design of the application, while also giving a “behind the scenes” look at what the design team does on a daily basis! These insights will definitely help our capstone group.
Yue Sheng replied 3 years, 3 months ago

Hi Crystal, thanks a lot for your valuable comment! You got a good point that the co-authored or co-created content really reinforces the engagement with brands. With many-to-many interactions, the story making process is a lot more efficient than the traditional one-to-many storytelling. The social media serve as an effective delivery mechanism for content marketing.

@yue-sheng

FOX SCHOOL OF BUSINESS

MS Digital Innovation in Marketing

@yue-sheng

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FOX SCHOOL OF BUSINESS

MS Digital Innovation in Marketing