Mondelez International?s Honey Maid brand is tapping a content sequencing platform to automate and optimize its marketing efforts, as well as serialize branded material delivery to reach consumers? smartphones in the right order.

A slew of consumer packaged goods marketers including Honey Maid and Kraft Heinz are teaming up with OneSpot to expand their storytelling initiatives, particularly on Facebook. The brands were able to use the Content Sequencing Platform to personalize material based on users? history, interests and whereabouts in their digital journey.

?OneSpot's platform supports display, social and mobile environments,? said Adam Weinroth, chief marketing officer of OneSpot, Austin, TX. ?Our platform, we believe, is the first and only content marketing solution to offer integrated, sequential content delivery across publisher sites and the Facebook newsfeed.

?While we can't disclose specific, technical implementation details for each of the brands we're working with, partners are typically strongly attracted to our solution in part because of this cross-channel capability.?

The right message
Marketing on social media dictates that brands must send the right message at the right time to ensure maximum consumer retention and engagement. In the case of Mondelez International, the company has been ramping up awareness for its Honey Maid brand via the ?This is Wholesome? campaign.

The brand tapped OneSpot to leverage a sequencing approach that rolled out content to users based on their previous browsing history and interests. Honey Maid also sought to increase retargeting.

The snack marketer?s Facebook page boasts several videos featuring its items, as well as recipes for making s?mores with its crackers. Visitors are encouraged to share their family?s experiences with the products, as well as general wholesome moments, using the #thisiswholesome hashtag.

OneSpot?s platform enables participating brands to shape their stories to the individual?s personal interests, and also serialize the content delivery so that consumers can engage with it repeatedly and in the right order.

This means that a user can view one type of advertising component on a Web site, and receive a subsequent follow-up when they visit Facebook on their mobile device shortly thereafter.

?Multiple content exposures that are personalized according to the data signals and inferred interests of individual users are incredibly valuable for brands,? Mr. Weinroth said. ?This sequencing capability makes it possible for brands to move beyond simple communication and distribution of content and closer to a rich, relationship-based engagement model with consumers.?

Mondelez and mobile
Coinciding with new research revealing that millennials are increasingly leveraging digital and mobile video when making purchases online, Mondelez International astutely ramped up its video commerce efforts on Facebook last month (see story).

Mondelez consistently updates its many brands? Facebook and other social media pages to showcase the latest commercial spots, but also ensures it includes content with a personal touch. Many of its pages feature family-friendly recipes that consumers can try, with Mondelez products at the center.

The Oreo brand is a prime example of this.

While Oreo's always-on mobile presence has made the likeable Mondelez cookie one of the few fast-moving consumer goods brands to successfully leverage the smartphone boom, its challenge ? and opportunity ? lies in converting more of that brand love into direct sales, a Mobile Marketer analysis suggests (see story).

?CPG brands need to be where their consumers are directing their time and attention,? Mr. Weinroth said.

?With mobile already rapidly becoming central to consumer attention, and having the greatest potential for use by consumers in stores, it's critical that brands optimize mobile as both a crucial ?screen? as well as a ?last mile? connection to retail shoppers.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York