Digital Marketing

Just in time for the holidays, Lancme has launched its new mobile and tablet storefronts providing a consistent brand experience wherever their consumer chooses to engage.

The partnership will intertwine the Coca-Cola brand into HSNs programming events throughout the year and include the most extensive online store of Coca-Cola merchandise in the world, HSN merchandise added to the My Coke Rewards store for Coke fans, as well as engaging programming and unique multi-platform content throughout the year.

For more than 30 years, trade promotions have been the "currency of the realm"; the way to get new items on shelves, to encourage retailers to advertise and display existing products and to fund price reductions. Over that same period, the industry has spent millions on improving the efficiency and effectiveness of these investments. While that remains important, we dont see trade promotion optimization as the answer. What we need is a new currency.

A recent Huggies marketing program realized a whopping 56 percent click-through and 55 percent e-mail open rate, which drove 630,000 visitors to Huggies' site. Social referrals amplified the campaign reach by about 700 percent, proving that consumers today seek advice from friends and peers for product insights and deals, before making purchase decisions.

The new Goodies Co. box, created by @WalmartLabs, underscores Walmarts commitment to e-commerce and its use of social innovations to create new offerings for consumers.

Kim Feil held marketing and business leadership positions of increasing responsibility at companies that include Walgreen Co., PepsiCo, Cadbury Schweppes, Information Resources Inc. and Sara Lee.

"Big Data" is well on its way to becoming the consumer goods industry's biggest buzzword in 2012. Beneath the hype, retailers are also beginning measured experiments in Big Data, which could spur growth in harnessing strategies over the next 12-24 months, according to new industry research.