José Ignacio Gafo Gómez-Zamalloa

Today, NESTLE, published the following announcement in the front cover of many well-known spanish newspapers (El País among others):

The advertising announces a new web site and invites every single reader to get registered and get some prizes in exchange. To me, these are excellent news for they confirm that a New Marketing is here. A New Marketing where two elements are key:

1. A new customer Approach.
2. The introduction and importance of new marketing tools.

1. A NEW CUSTOMER APPROACH

Every single Marketing textbook insists that an organization should be customer based. Whatever we do, whatever we offer, whatever we communicate should always consider what is best for the customer. Long-term successful companies have been those able to understand the customer and adapt to hm.

So far things have not changed: The customer should be the king and our organization should be obsessed in satisfying him profitably. However, the new customer has changed dramatically. The new customer is better informed (God bless Internet), knows better what he wants, has many alternatives for satisfying his needs and, what is more important, wants to have say.

Therefore the customer approach has to go beyond selling. It has do with building a long-term relationship with your customers, creating a strong emotional link with him and introduce measures to keep him loyal and satisfied.

As a result, CRM and Loyalty Programs are a must. Your company will not last long unless you measure systematically your customer satisfaction and let him have a say regarding what he wants or deserves.

2. THE INTRODUCTION AND IMPORTANCE OF NEW MARKETING TOOLS

Digital Marketing is gaining momentum. Blended Campaigns, a combination of on-line + off-line, are also a must. They are so because of new customers, increased competitive pressure, new measurement tools and a strong demand for efficiency. Moreover, they provide the company with a level of interaction + personalization+ relationship with your customer that cannot even be thought with traditional media.

On top of Digital Marketing, you have Mobile Marketing. From my perspective, it is a third tool that goes beyond what are now traditional Marketing Digita Tools. Properly handled, it is one of the strongest communication tools that your company can have. Its straightforwardness + cost per impact + immediacy make it extremely powerful

So what is so interesting about www.NESTLE.es and its advertising campaign?

That it is a clear evidence that what I have written about are not words but a reality. The campaign puts the focus on Digital Marketing, clearly bets on getting the data of their customers for being able to treat them personally, and gives a hint that they are planning to go ahead with Mobile Marketing (they ask for you mobile phone when being registered).

I presume that the campaign will work well for NESTLE. They seem to be combining the right elements to be successful + provide an incentive for the customer to share their data with them (although I would personally have given stronger incentives…:o) ).

New times for Marketing are coming. Don’t forget asking yourself where you and your Marketing are.

Think Different!!!

Ignacio Gafo

Posted on 3 February 2008 in Nuevas Tendencias, International Marketing, Customer development and retention

Comments

Posted by: Rubén Santaolalla at February 8, 2008 11:13 AM

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