Good marketing should feel like a natural conversation, according to Nestle. That’s why the global food and beverage conglomerate uses Adobe Campaign in Adobe Marketing Cloud to help communicate with customers in real time across online and offline channels.
“We’re not in a product and service industry anymore. It’s, like, all about experience—it’s giving goosebumps,” says Betty Bakkali, Customer Relationship Management Activation Manager, Nestle. “You need to really be able to engage them on something that is just dear to them. So, data enables that.”
Nestle consolidated siloed data from web, mobile, social, and offline channels, marketing campaign results, and other customer touchpoints into Adobe Campaign. Now, Nestle delivers relevant messages at the right time automatically, thus eliminating both guesswork and manual processes. Additionally, Nestle can test multiple campaign elements in multiple languages to create refined audience segments and improve marketing campaign effectiveness