"Mobile is not its own strategy...it is part of how we do business." For Steven Schiller of The Hershey Company, putting the needs of the customer and the consumer are paramount to business success.
As Hershey looks to further engage, especially via digital channels, mobile has become a core part of the marketing and engagement mix. The CMO Council sat down with Schiller to get a glimpse into where and how a customer-centric outlook has shifted the mix, advancing the mobile agenda beyond a fad or tactic.
Schiller is a seasoned marketer and business leader, joining The Hershey Company in 2008 as the Vice President of Marketing Excellence, with prior stints at major brands like Coca-Cola and The Steak 'n Shake Company. Most recently, Schiller has been tapped to serve as the Regional President in Asia, Europe, Middle East and Africa for The Hershey Company.
This video continues the conversation around Getting in Sync with the Mobile Customer, a thought leadership initiative with the CMO Council and SAS. To download a summary for more conversations with key mobile, marketing and engagement thought leaders, “Best Practices in Engaging Mobile Customers” paper from the CMO Council and SAS, please visit http://www.cmocouncil.org/d...
... . A data-rich report on the state of mobile engagement is also available.