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.”
President Trump's digital savvy isn't limited to social media. As it turns out, the Trump Organization owns thousands of domain names, possibly even more than 10,000.
Silicon Valley loves fancy job titles. It’s just something we do, and software and technology lend themselves to it. But it’s not always helpful.
In an often fragmented workplace, where various departments have varying opinions and goals, it can be challenging to get everyone on the same page and make strategy meetings productive.
In part one a few weeks ago, we discussed what brand TLDs (top level domains) are, which brands are applying for them and why they might be important. Today, we’ll take an in-depth look at the potential benefits for brands, and explore the challenges brand TLDs could help solve.