General Mills focuses on building digital IQ but….

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  • The FMCG company behind brands such as Häagen-Dazs, Nature Valley and Yoplait is exploring how it can upskill its marketers in digital as it looks to better reach consumers online and drive up sales.
  • But do consumers really want to have a digital relationship with grocery brands?
  • POP can drive more sales than the best digital strategy.

The story reads “General Mills, the company behind brands from Häagen-Dazs to Jus-Rol, is looking to build up its digital IQ and ensure marketers clearly know the role each medium or channel plays for each of its brands as it looks to build more of a relationship with customers and drive its eCommerce business”. But is digital the right channel for their brands?

Our house is loyal to the Häagen-Dazs brand, but I don’t ever see a need to go online to learn about ice cream . The same can be said for Green Giant vegetables. I learn about new products like everyone else, TV commercials.

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Today, consumers are overwhelmed with digital information. Social media, email, apps, news sites consumers their time, so what makes General Mills think that people want to have a digital relationship with an ice cream brand? In one word:hype.

With consumers underwater with their paychecks brand need to focus on the basics of the brand relationship. Delivering a great product at a great price. Putting more money into digital is not going to drive up sales of Häagen-Dazs.

A tweet, allowing me to order ice cream at a sporting event via my smartphone is dumb. If you’re that addicted to ice cream I would suggest that you have a bigger problem.

General Mills is falling for the hype around digital and while digital is an essential part of ANY marketing strategy smart marketers understand its limits when it comes to their product categories.

Originally published at www.newmediaandmarketing.com on August 13, 2018.

Written by

Marketing contrarian with over 15 years of developing leading edge and award winning digital marketing initiatives.

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