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Friday, March 23, 2012

KC to Market in a Digital World

About how Kimberly Clark plans to market in a digital world.  Semantics or a key subtlety?
" .. Spurring growth for such brands as Huggies, Cottonelle and Scott remains a priority. Mr. Sirkin will also concentrate on K-C's "lean marketing" initiative. Though several packaged-goods marketers have talked in recent weeks about digital media as a driver of cost-efficiency, it's not the key, he said. 

"It's very easy for people to translate 'lean' into low-cost provider or cheapest," Mr. Sirkin said. "That's not the exercise. Lean is effectiveness and greater return on investment. The other thing is we don't believe in digital marketing. We believe in marketing in a digital world, and there's a huge difference." .. ' 

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