Technological innovations have had a profound impact on marketing, but marketers today don’t have an ad-tech problem. Instead, they have a growth problem, according to Deanie Elsner, Kraft Foods Group’s first chief marketing officer (CMO).
“The irony is, getting ad-tech solutions that enable marketers to connect their brand with consumers at an individual level at scale would solve their growth problem, but they don’t see it as an ad-tech problem,” Elsner tells ClickZ.
Elsner adds that consumers’ path to purchase has largely changed, as Millennials and Hispanic consumers are harder to reach. In response, Kraft has invented a media strategy called “agile and addressable marketing” that shifts from buying broad demographics in a single medium to targeting individuals across different platforms.
For example, when Kraft promotes a new product, it will no longer spend big on TV to find its audience. Instead, the company leverages its first-party data, creates content about that product and distributes the creative to target consumers in various ways, such as social, mobile and desktop.
By employing this approach, Kraft has seen “incredible return on investment (ROI),” according to Elsner.
How did Kraft use agile and addressable marketing to drive business growth? What role does data play in this strategy? Watch ClickZ‘s video interview to hear what Elsner had to say.
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