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Dunkin’ donuts starbucks: tale coffee, Starbucks and dunkin' donuts are two very different, and successful marketers. With mobile’s transition to becoming an essential part of consumers’ lives, Dunkin’ decided to put mobile front and center in its marketing strategies. This customer-first perspective went into building Dunkin’s mobile app, and although the technology is described as world-class, “it all flows from the customer,” John said. He gave the example of a store locator, which is a critical point of functionality for a customer on the go. It’s very important, John said, to integrate mobile with all other marketing aspects and provide customers with a seamless experience across all touchpoints. By putting Dunkin’ onto customer’s phones in the most user-friendly way possible, the objective is to integrate the brand and its products into customers’ daily lives. The views and opinions expressed in this blog are strictly those of the author and do not necessarily reflect in any way the views of MarketingSherpa, its affiliates, or its employees. As part of an ongoing series comparing Socialgraphics of audiences of major brands, TrueLens analyzed social behavioral data in 9 million public online expressions from the social audiences of Dunkin’ Donuts and Starbucks.


Top blogs and social media for this audience were: Mom Central, Social Media Today, Social Media Examiner, Remember the Milk, Social Moms, and Woobox.
They also watch ESPN significantly more than the general population, and express strong affinities for WWE. Starbucks drinkers tend to be younger, early adopters whose affinity for music resonates through their brand affinities, TV shows they watch.
They check in on foursquare to colleges and universities 7 times more than the general population.
They are early adopters who travel less, but like to explore the world around them, using Waze and Yelp 3-4 times more than the general population.
We also uncovered a number of ways in which the marketing campaigns for each brand impact the conversations their customers have online. At the moment they include free shipping and from what I can tell when comparing prices with other online merchants, Amazon do currently have the best deal especially with the free shipping option.
Keeping this travelling customer in mind, Dunkin’ fostered a partnership with Waze, a navigation application, so that customers can easily include a Dunkin’ stop into their trip.


So what we’re trying to do is build personal relationships, and it requires a different kind of marketing. We uncovered a range of Socialgraphic insights from media habits, to competitor affinities, to specific product and campaign mentions for the individual customers in those audiences. They view online videos on Livestream and Vevo, both platforms that focus on music entertainment. Starbucks just announced it will partner with Danone for a line of Greek Yogurt products in 2014. While it’s very easy to get caught up in the technology, we’re very focused on the consumer and DD Perks Loyalty Program,” John said. Both Starbucks customers and Dunkin’ Donuts customers like to talk about drinking Starbucks, going to Starbucks and craving Starbucks.



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