CPG Digital Strategy – How Times Have Changed
As an associate brand manager at ConAgra foods in late 1998, I remember pondering how digital media would eventually impact our overall consumer marketing mix. With that thought, I did a quick landscape analysis taking note of media opportunities (Yahoo! and Excite at the time), plus the proliferation of direct-to-consumer grocers, including NetGrocer and Webvan.
While the needed scale was probably a few years out from that point (my boss at the time felt that our consumer wasn’t online and might never be online), the market has clearly evolved. What a telling sign to see ConAgra Foods make a fairly significant investment in digital media with Yahoo! as outlined in today’s press release.
Here’s a little sneak peek into what ConAgra will accomplish with Yahoo! — a fairly immersive consumer experience overall.
