How Dunkin’ Donuts increased mobile engagement through customer relationships


How to increase mobile engagement through customer relationships

When there are more mobile phones than people in the world, mobile engagement has become critical for businesses to market themselves. John Costello, President of Global Marketing and Innovation for Dunkin’ Brands, was interviewed by Courtney Eckerle, Manager of Editorial Content, MarketingSherpa, at DMA’s &THEN 2015, to talk about how mobile has become one of the most important avenues for brand marketing, and about the importance of having relationship with consumers. “Mobile has the potential to take one-to-one marketing to scale. What we are trying to do is to build personal relationships, and it requires a different kind of marketing….it’s more of a dialogue than pushing out,” he said. “An important part of our strategy is to have a seamless customer experience across all their touchpoints… from mobile all the way through to when [customers] come into our stores and are greeted by one of the crew members of our franchisees.”

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