About new trends in media planning- the growing importance of digital - Article Example

College: General Mills Embracing Digital Advertising General Mills decide that it was imperative for them to embrace digital advertising because; they could be able to reach the “micro markets”. This means that the company is focused towards targeting small groups with vast numbers of consumers like pregnant women. This means that the company will be able to reach markets that could never have reached before. Further, they could also be able to reach people of diverse demographics who could not have been reached before (Schultz n.pg).General Mills digital strategy is different from the broadcast strategy used before because; it is cheap and efficient.

For instance, before, the company could only focus on a particular market segment. This means that the advert was supposed to be big and broad in order to evoke a particular amount of purchasing power. Therefore, the venture was expensive. However, with digital advertising, the organization is able to appeal to a huge target market and at a low price. The platforms used in digital advertising allow the organization to have real-time interaction with their customers thus, enhancing their services to suit their clients’ needs (Schultz n.pg).General Mills targeting strategies used with Cheerios was to discuss it nutritional value with people from different demographics.

This strategy can also be applied to Yoplait. Yoplait is a yogurt brand could be marketed by discussing its different flavors and nutrition value to the target markets. It contains calcium which is good for strong bones and it has no artificial additives (Schultz n.pg).General Mills is using “Tablespoon” to post amazing brand content that are appealing to millennials. Millennials are people that are more interested in trending brands and that are how the company is capturing them. By advertising new, trending and attractive “Tablespoon” is able to add value to the brand by creating an engagement with possible consumers (Schultz n.pg).Work CitedSchultz, E.J. General Mills Looks Beyond TV to Target Micro Markets: CMO Mark Addicks, an Ad Age Digital Keynote Speaker, Talks Tactics. 2014. Web.

24 March 2014.