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."
Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
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.
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
March 3, 2015
1:00pm ET/10:00am PT