campbell’s

Can digital help Campbell’s sell more soup?

Digital marketing has been used effectively by many brands, but can it help sell more soup?

Campbell Soup Company, which sells more than $7 billion of soup and related food products each year, is going to find out.

Are brands overestimating the value of social data?

Brands love social media, and as evidenced by the number of high-dollar acquisitions of social media monitoring and analytics firms last year, they love the data that social media generates.

And, on the surface, there’s a good reason for that: popular social networks like Facebook and Twitter give brands a front-row seat to the collective conversation consumers are having about their products and services. From that conversation, brands may, in theory, be able to gain valuable insights that help them connect with consumers and serve them better.