MarTech interviewed General Mills’ director of brand experience platforms, Heather Conneran, and asked her to shed light on her marketing experience and current role. She said during the interview that brands need to create connected capabilities to deliver relevant consumer experiences, which would foster omnichannel communication. She further added that digital capabilities like personalised data have helped companies deliver relevant content to people, while companies should continuously come up with new and advanced models of working. She said that the only key to pull off an effective marketing campaign is relevancy like General Mills rolled out its ratio brand, featuring sugar content for sugar seekers and protein content for protein searchers.
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