Heineken enlists Indicia for database marketing push
Heineken is turning to database marketing in a bid to improve its consumer engagement.
The new investment is intended to gain greater consumer insight and provide Heineken’s individual brand teams with a central resource for planning.
The alcoholic drinks brand has appointed Bristol-based direct agency, Indicia, to spearhead the new strategy.
“New channels have provided us with exciting opportunities to directly engage our consumer and build individual conversations,” explained Heineken’s customer marketing manager, Andy Mitchell.
“With this cutting edge marketing environment in place we’ll have the capability to put detailed insight at the heart of all our future marketing activity and really take advantage of the power of social media.”
Indicia will be responsible for building the consumer database and marketing environment which will be used by brands including Heineken, Foster’s, Bulmers, Strongbow, John Smith and Kronenbourg.
In addition, Indicia will collaborate with the individual teams, providing consultancy and strategic planning to further improve customer targeting, engagement and dialogue via social and digital media channels.
Ian Stockley, Managing Director, Indicia, explained that proprietary data solutions such as these enable individual brand teams to realise the true potential of their data and help deliver compelling marketing campaigns.
“The value of consumer data should not be underestimated,” he said.
“In today’s world, brands are increasingly looking for innovative ways of deepening their understanding of what engagement consumers really want using social media and other channels.”