Marketing Tactics

In order to grow market share, the company embarked on a mobile solution strategy in March 2007 that would abandon its 100 percent paper-based retail execution system.

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.

United and energized by social media sharing, more than 1,200 Newell Rubbermaid employee volunteers participated in its first-ever global philanthropic partnership with Habitat for Humanity International.

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.

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.

CGT Editor Ali Ackerman gives you a sneak peek into the trends and topics discussed in this month's issue.

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.