FRITO-LAY CMO: The Days Of Traditional Mass Marketing Are Over
The marketing world is changing. Marketers have more channels than ever to get their message across, but not everyone out there is doing it right. We spoke with Ann Muhkerjee, SVP and CMO of Frito-Lay North America, about where marketing is going as technology and consumers change. " I think what people want are brand experiences ," says Muhkerjee. " I think the days of traditional mass marketing are kind of over ." Companies, especially those promoting big brands, can't settle on launching a national ad campaign that consists of a bunch of billboards and television commercials. They have to hit many platforms, and they have to connect them. "[Marketing] has to be a conduit into the multi-screen world that everyone's living in," she says. "How do you connect TV to social to mobile to apps to outdoor? How do you create a two-way conversation?" Take pop-up stores, for example. Muhkerjee considers them a way to provide customers something t...