DIGITAL MARKETING: FROM SOUP TO NUTS

As Web 2.0 moves into the “late majority” phase of its adoption life cycle, more and more baby boomers are joining the social media party. In many cases, they are being driven there by some well-established and trusted corporate brands that have had the wisdom to add social media to their marketing arsenal, and these companies are recruiting young aggressive talents to lead their forays into the digital marketplace. In an an article in Advertising Age, E. J. Schultz writes about new hires at Campbell Soup Company, Nestlé, and Kraft; aggressive talents who were all brought in to direct the companies’ digital marketing efforts. Schultz cites Pete Blackshaw at Nestlé, and Bonin Bough at Kraft, but gives particular attention to Adam Kmiec, the new Global Head of Digital Marketing and Social Media at Campbell Soup Company, a 143-year-old consumer packaged goods giant. Kmiec himself is adding six new staff positions at Campbell, and is leading a campaign to make Campbell “… the most digitally fit [consumer packaged goods] organization in the world.”

All these companies recognize the need for attracting the best talent. They all compete in a fierce global market, and the company the best understands and utilizes digital marketing will have a distinct edge. Campbell’s CEO Denise Morrison has prioritized digital marketing, increasing its budget allocation forty percent, while cutting back in other marketing areas. At 33, Kmiec already has an impressive track record in corporate social media, having led successful campaigns at Leo Burnett, ConAgra, and Walgreens, where he developed an innovative partnership with Foursquare to provide users with coupons when they check into a Walgreens store. At Campbell, Kmiec is planning to partner with BuzzFeed, and Funny or Die, to promote two new product launches.

Kmiec also writes The Kmiec Ramblings, which is his personal blog, but in which he discusses ideas that shape his philosophy and inform the strategies he is now beginning to deploy at Campbell. In one post, Kmiec describes his year one goals for Campbell’s digital/social media marketing effort. He stresses the distinction between digital marketing and social media programs, which he calls “outputs,” and the organizational change needed to achieve what he describes as the ultimate goal, “digital fitness.” Digital fitness, Kmiec writes, means being focused, consistent, and unilaterally aligned with a common vision, vocabulary, process, and measurement model.

-Paul Heitsch

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~ by goodpackagedconsumers on October 1, 2012.