Keynote Speaker at 2009 IAB Marketplace: Mobile Conference
Danielle Wolfson: Senior Associate Manager at Taco Bell, gives an Advertiser’s perspective on mobile marketing.
The unique characteristics of the mobile Internet and applications have already enticed many big brands to incorporate the platform into comprehensive marketing strategies. Taco Bell delivered the first of many creative examples throughout the event. Danielle Wolfson, Senior Associate Manager, Taco Bell Interactive, and her team understand how the functionality of the platform puts her closer to overall objectives. When the brand launched a mobile platform in February 2009 to provide utility to the “out and about” consumer, it worked hard to keep its value proposition consistent. The trademark low price menu and late-night hours pair precisely with the in-the-palm-of-your-hand technology to drive hungry customers through the doors of local stores. The menu page accounts for 50 percent of the total page views on the mobile site—proving that 24/7 access is valuable to the specific target audience.