Digital Marketing

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Rejuvenating a Brand Through Social Media

When Nestlé UK invited customers to vote for a new chocolate bar flavor, the company’s target customers participated in droves. By leveraging social media for the Kit Kat brand, the company was able to build positive word of mouth through consumers who became brand advocates; increase sales; and generate a higher return on investment. The process followed a four-step framework that any company can use to extract valuable information from the vast amount of data generated by social media.

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How Digital Acceleration Teams Are Influencing Nestlé’s 2,000 Brands

  • Interview
  • Read Time: 14 min 

Nestlé is taking digital vitamins, using a leadership and social media training program called the Digital Acceleration Team to spread knowledge of how to operate brands across different mediums. Pete Blackshaw, global digital marketing chief at Nestlé, talks about the benefits of spreading digital vitamins, discusses adaptive marketing. and acknowledges the ongoing “torture tests” social media presents for companies.

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Free Article

No Sales For Social?

Although a company’s social site can do well for branding, loyalty and customer word of mouth, new research from Forrester shows that social sites are not currently creating direct sales.

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