General Mills CMO: Digital can unlock "micro markets"

Digital platforms are allowing General Mills to bypass a mass-market pitch for "micro market" targeting, such as reaching expectant mothers or pitching brands based on different cooking occasions, said Mark Addicks, its chief marketing officer. "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," Addicks said.

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