CPG giant builds center for consumers’ mobile, email, social, web, and location info.
The Battle Creek, MI-based CPG giant is working with Epsilon to build the system, which will include a preference engine where consumers will be able to opt into brand-specific mobile and email lists, as well as social media pages. While customer service seems to be an important driver, the web portal will also act as a cross-digital segmentation initiative that accrues consumer demographic info from North America, Latin America, Europe and Asia Pacific.
Announced last week, Kellogg’s and Epsilon have declined the opportunity to discuss the web portal’s specifics. But it appears that the CPG firm is rededicating itself to leveraging digital media to infuse consumer data into advertising efforts. According to a prepared release, the web portal will help Kellogg Company marketers design marketing programs based on individuals’ stated preferences, demographics, and inferred needs.
Larry Bruck, senior VP of global media and marketing operations at Kellogg, said in a statement that "we will leverage consumer opt-in information to build deeper and more valuable relationships with our consumers by creating highly personalized experiences with each individual."
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
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