With big brands General Mills has traditionally targeted its marketing to the masses with hefty TV ad budgets and messages carefully crafted to resonate with as many people as possible. But recently, they have begun to think a lot smaller, using digital to go after what they call “micro markets.” They are leveraging the power of digital to make their marketing more efficient.
General Mills is using digital marketing to micro target segments like expectant mothers. Mr Addicks, General Mills CMO says “What I think digital allows you to do is to go back to the original definition of marketing, which really wasn’t just advertising. It was really about finding markets, defining them, developing a brand that could deliver something differential and superior for them.”
One of the most exciting things about digital is that for the first time you can start to see markets and you can actually get to markets that you never could before because you had to make these choices based on the channels by which you could market, like network TV. The sheer size and scope of those, and the costs, required that you could only market to certain markets: They had to be big. They had to be broad. They had to be able to deliver a certain amount of purchasing power to justify the expense.
How are they doing this?
-Under Betty Crocker we are looking at ways to deliver very specific birthday party ideas that customize by gender, by age, by type of birthday party.
-Bettycrocker.com and the other core platforms we have :Pillsbury.com; , which is very millennial; Live Better America, which is more boomer; Box Tops For Education, which is the sweet spot of that household transition from kindergarten to first grade where the family rituals change; Que Rica Vida, which really homes in on Hispanic families. All of those will do a combined 250 million visits this year. They involve about 60 million unique families.
This is a marketer who understands the value and possibilities of digital marketing and is experimenting with the channel to keep its marketing relevant.