Digital Marketing

Mobile commerce will grow exponentially during the 2013 holiday season with consumers buying at home and in store via their phone. In fact, mobility will drive e-commerce sales gains of between 13 percent and 15 percent. Today's sales and marketing strategies, therefore, need to acknowledge the mobile device not as a "channel" but rather as gateway to multiple channels.

It's no secret that consumer programs aimed at the digital shopper represent a huge opportunity for brands to engage consumers and improve marketing efficiencies. That's one reason why Kellogg Company recently enhanced its consumer loyalty program.

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.

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.

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

The new offering complements the existing Connected Customer suite by enabling FMCG brands and retailers to encourage customer purchasing across social, digital and printed channels.

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