Nestle: Detailed Knowledge Of Consumers Makes Digital Marketing Very Precise

Nestlé CEO Mark Schneider told investors recently that digital marketing isn’t a one-size-fits-all proposition. In fact, it involves developing and using region- or even country-specific Internet marketing tools. As an example, the company’s cross-matching of its own Nescafe customer data with China’s Alibaba consumer data – a 460 million-record database – has made targeting in that country “three times more effective.” The personalization encompasses ad banners on computer screens and delivery of free nutritional product samples. As the “push” model of marketing fades, Schneider said, all you need now is a consumer's phone number or e-mail address to “really target specifically to the needs of that person.”