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Competitor Monitoring News: Nivea Invests In Digital Activity

July 1, 2012
Written By

Nivea is investing in its digital activity, which is expected to entice a younger audience to its brands.

Nivea owner Beiersdorf has developed a Centre of Excellence for Digital within its marketing department. The Centre works with Nivea’s marketing teams to draw attention to campaigns through digital channels.

The first project was a Nivea Soft campaign. The campaign is a good example of how the brand is increasing the sophistication of its digital channels, said Matt Marlow, digital marketing manager at Nivea. The campaign is the first time the Nivea Soft brand used Pinterest and Twitter.

The centre is building the sophistication of what the company can do with Nivea as a brand, said Marlow. He added that the Centre works with marketing teams to take communication to the growing numbers on the company’s digital platforms. With fans going online to carry out competitor price monitoring on products, and then using such pricing intelligence in purchasing decisions, it is a wise for the beauty company to invest in its digital presence.

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Pricing intelligence company Profitero provides retailers with actionable price intelligence data, monitoring over 50 million products across 4,000 eCommerce retailers every day, observing pricing, promotions and stock availability. We work with the world’s leading retailers, enabling them to acquire new customers and grow profit margins by monitoring and responding to changes in competitor pricing and promotional activity as they happen. For more information on Profitero price intelligence and competitor monitoring, visit or email

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