TACO BELL UNVEILS MOBILE STRATEGY DURING IAB KEYNOTE

NEW YORK - Fast-food chains have realized that mobile has to be an integral part of their marketing mix, and Taco Bell’s increasing investment in mobile is a case-in-point.

While the quick-service restaurant giant still invests heavily in traditional media—especially television advertising—mobile is becoming an bigger and bigger element of Taco Bell’s marketing strategy, with the roll out of a mobile site, mobile apps and mobile advertising campaigns.

“Mobile has become increasingly important for us to target our out-and-about customers, whether it’s late night or on the way to work,” Ms. Wolfson said. “Mobile complements our core TV advertising, helping us stay connected to consumers from the couch to the car on their way to the store.