How Kimberly-clark Navigates A Digital Ecosystem Where Every Ad Platform Is A Walled Garden.

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Miskat542
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How Kimberly-clark Navigates A Digital Ecosystem Where Every Ad Platform Is A Walled Garden.

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Abandoning third-party cookies is a topic that loomed large over Advertising Week as marketers grapple with the extinction of a widely adopted tactic for engaging consumers online. Kimberly-Clark Corp., owner of household brands like Huggies, Cottonelle and Kleenex, is investing in new ways to gain more control over first-party data in response, a process that executives say is complicated and will require the employee email list organization to act more independently than in the past. "It's such a crucial time for CPGs right now. CPGs are starting to double [down] on the importance of owning the relationship with the consumer," said Josh Blacksmith, senior director of relationships and engagement. with consumers at Kimberly-Clark, in a live conference call. session with Salesforce on Monday. "If we were to leave this, in perpetuity, in the hands of our retail partners, they would be kind of focused on the next transaction." This is a seismic shift in the industry that in some ways is constraining the advertising market as the digital sector – now the top ad spender in the US – sees its major players bolster their already disproportionate assets. Such changes could have a particularly strong impact on the packaged goods category, which has historically relied on external partners as data sources and which is also facing a dramatic shift towards e-commerce and direct-to-consumer services.
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The push for retailers to create their own digital advertising companies to compete with Google, Facebook and especially Amazon adds another layer of complexity to the mix. Walmart quickly built a marketing platform, adding an omnichannel analytics suite last summer, while other companies including Target and Kroger are offering similar offerings. Ad Week, entirely virtual this year due to the pandemic, features multiple sessions led by Walmart Media Group and a full discussion track sponsored by Roundel, Target's media network. “Essentially, any platform we advertise on today feels like its own walled garden,” Blacksmith said, without naming specific brands. "It's not just about the Facebooks and Googles of the world; it's also about... our business partners. "We're spending a significant amount of money because we believe our front-line consumers are also buying into these experiences," he added, calling for the company's higher investments in areas like paid search. . lofty goals The death of third-party cookies, accelerated by the introduction of data privacy laws such as the employee email list eneral Data Protection Regulation and the California Consumer Privacy Act, will bring painful changes for marketers who have developed their skills around this tactic. Not all of these changes will be bad, the panelists said. "It's almost like now, without having an email address and owning the relationship, you can't actually do the brand marketing that you started building all the muscle over the last decade," Blacksmith said.

While the transition period away from cookies is already bumpy, the big picture could benefit marketers like Kimberly-Clark who aim to improve the efficiency and quality of their media. Kimberly-Clark is ultimately looking to expand its promotional strategy beyond traditional economic incentives, such as coupons, to include stronger brand values ​​such as utility, community and exclusivity, according to Blacksmith. “Data and technology are finally at a point where I would say the old model no longer needs to exist.” Josh Smith Kimberly-Clark, Senior Director of Global Consumer Relations and Engagement Convincing consumers that exclusivity or community is what they want from a good packaged company could be an uphill battle. "If you ask 100 consumers, 'Would you rather have a coupon to save money or would you rather have an amazing content-driven experience on our site?', 100 times out of 100, you're probably going to hear "I want the savings," Blacksmith said. But Kimberly-Clark's lofty ambitions — which are more akin to what a credit card company has to offer than a diaper distributor, as noted by discussion moderator Martin Kihn of Salesforce — could be better realized with more direct relationships and customer data. "If we were to live in the employee email list old world, [before] owning the first-party relationship, we would have depended on paid media to drive that re-engagement," Blacksmith said. "While we want to use these [economic] incentives to attract [consumers] in the first place, we don't want to be so dependent on paid media to ensure sufficiency anymore," Blacksmith added. "We want to be able to leverage our own experiences, we want to be able to leverage [media] earned and ideally shared, which is the result of all of our business." Reset expectations While the future of digital looks particularly murky right now, Blacksmith is confident that advancements in technology will bring some clarity to the table.

The executive again stressed the need to put a higher premium on the consumer and less of a focus on retail customers than GICs have traditionally done. "Data and technology are finally at a point where I would say the old model doesn't have to exist anymore as it has historically," Blacksmith said. "We're starting to realize that we have so much opportunity if we recognize that consumers – our buyers – are truly our frontline, not just from a marketing standpoint, but from an innovation standpoint." Blacksmith, who joined Kimberly-Clark last year, has focused on improving first-party marketing data applications through its Digital Marketing Excellence group. Kimberly-Clark has made broader organizational changes that align with similar goals: In June, it created the employee email list new position of chief digital and marketing officer. The position, held by Zena Arnold, oversees media and content, data analytics and innovation, agency operations and marketing capabilities. Kimberly-Clark will also continue to look to third-party vendors and solution providers to navigate the increasingly complex web of digital marketing, according to Blacksmith. Being able to connect audiences between walled gardens with rising walls, and subsequently avoid being redundant for established clients, will be an area where external partners will continue to play an important role. "It's super easy, in theory," Blacksmith said of using first-party data to deliver relevant advertising messages. "I think the application of this is where we're spending a lot of time right now."
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