Marketing Tactics

With the advent of personalized digital marketing, social and mobile engagement, and rich consumer insights, brands now have an unprecedented ability to engage directly with consumers, shifting the balance of power between manufacturers and retailers. This month, we asked Cassandra Moren, senior director, CG & Retail Solutions Industry Marketing, Oracle, to weigh in on this unstoppable trend.

A new social media engagement program scans photos and visuals from public Instagrammer posts and verifies imagery of branded content, recognizing not only keyword and hashtag use but also photo use.

The new CEO joins the company as part of its recent acquisition of The Colomer Group, and comes from prior roles at Reckitt Benckiser, J&J and P&G.

The independent arbitrator in the dispute between Kraft Foods and Starbucks Coffee Company ruled that Starbucks must pay more than $2.7 billion in total cash compensation for its unilateral termination of the companies' coffee contract.

"Larry the Quaker Guy" grows a mustache to raise awareness for men's health cause.

Nestle has set up an innovation outpost in Silicon Valley, Calif. to help deepen relationships with consumers online and in social media.

Under the agreement, McCormick will use Enterras Cognitive Reasoning Platform to develop insights and services to better serve consumers and its ecosystem of food and beverage partners.

The premium chocolatier celebrates its web site with exclusive products, a free shipping offer and gift-with-purchase promotion.