ORLANDO\u2014Marketers need to find the nexus of performance marketing\u2014\u201ca bunch of clicks and data and sets\u201d\u2014and the big, thematic and typically slow-moving ideas that have long characterized brand marketing, according to the CMO of Clorox.<\/p>\n

\u201cI\u2019m going to suggest that we have to figure out how to pull them both together around one consumer in order to really drive the growth we want. But it\u2019s not an either or. But it\u2019s an and,\u201d says Eric Reynolds.<\/p>\n

Reynolds was referencing his talk at the recent Association of National Advertisers\u2019 Masters of Marketing<\/a> conference, where he discussed \u201cthe tension between performance marketing, or growth marketing, and brand marketing.\u201d His presentation was titled Path To Growth: A Modern Marketing Dilemma.<\/p>\n

Among other insights Reynolds shares in this interview with Beet.TV, he talks about the slow and steady decline of linear television as a means of reaching consumers and how Clorox has been moving out of both print and TV in favor of digital\u2014video in particular.<\/p>\n

Why performance marketing does very well is because it\u2019s data-rich, agile and nimble. \u201cIt\u2019s actually way much more consumer-focused than classic brand marketing, which is the way I grew up. It\u2019s because they\u2019re very intimate with the consumer and they change fast,\u201d Reynolds says.<\/p>\n

The problem with performance marketing is \u201cyou run out of steam fast\u2026because you fundamentally don\u2019t know the person you\u2019re trying to build a relationship with your brand. It\u2019s just a bunch of clicks and data and sets. And that will get you so far.\u201d<\/p>\n

On the other end of the spectrum, brand marketing provides a strong understanding of consumers at a life and a category level. \u201cIt creates enduring ideas that keep people coming back. And you need both is the point. If we\u2019re all just about activation through data, then we really don\u2019t have a brand,\u201d Reynolds<\/a> adds.<\/p>\n

\u201cBut if we\u2019re only talking big, thematic, large-scale ideas that are slow, well we\u2019re not rising to the challenge that consumers expect us to do, which is to have that real time, that intimate, be-useful relationship so you really need to do both.\u201d<\/p>\n

Asked for a breakdown of Clorox\u2019s<\/a> media choices, Reynolds says they\u2019re constantly changing but tied less to a \u201cbig, strategic choice\u201d and much more to \u201cfollowing where consumers are open to receiving messages and information from us. And what that means broad-scale is for a us a consistent decline in linear TV, year on year on year, and a rise in more assignable media like digital display, video, social. And we see these trends continuing.\u201d<\/p>\n

As the company\u2019s analytics have evolved, providing ever more insight into how media is performing for sales, \u201cwell over\u201d 60% of Clorox\u2019s media is now digital.<\/p>\n

\u201cNow video, though, is the place where it\u2019s all heading towards, because for our categories and our brands, it\u2019s the place where we tell the richest stories, the kind of stories whether they\u2019re product stories or category stories or brand stories, that seems to be the place where consumers want to engage with us.\u201d<\/p>\n

This series \u201cGrowing Brands and Driving Results,\u201d was produced at the ANA Masters in Marketing \u201918 conference in Orlando. The series is sponsored by the FreeWheel Council for Premium Video. Please find additional coverage here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

ORLANDO\u2014Marketers need to find the nexus of performance marketing\u2014\u201ca bunch of clicks and data and sets\u201d\u2014and the big, thematic and typically slow-moving ideas that have long characterized brand marketing, according to the CMO of Clorox. \u201cI\u2019m going to suggest that we have to figure out how to pull them both together around one consumer in […]<\/p>\n","protected":false},"author":17,"featured_media":56961,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7591],"tags":[5267,5960,5961,6636,6995],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/56959"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=56959"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/56959\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/56961"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=56959"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=56959"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=56959"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}