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For Dean Foods, Keeping Up With Consumers Is Top Priority

In a Q&A for Fast.Forward, CMO Rick Zuroweste Talks Social Media, Influencer Moms

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NEW YORK (AdAge.com) -- Forget digital technology; the consumer is driving change in the marketing landscape, said Rick Zuroweste, senior VP-chief marketing officer of dairy marketer Dean Foods Co., in a recent interview at the CMO Executive Summit in Dallas.

"Consumers just have a broader set of responsibilities and activities that they do throughout the day, from more people working, to kids on schedules, so you're always moving, always in a constant state of movement, and so it's harder and harder to reach those consumers with one form of media strategy," he said. "The technology is really allowing us as marketers to do a better job of reaching them in context of what's important to them."

In the interview, part of the Google and Wharton School of Business initiative called Fast.Forward, Mr. Zuroweste talks candidly about the growing importance of social media for Dean Foods, as well as how the company is creating profiles of what an influencer mom looks like.

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