Digital right now is simply one of several ways that Walgreens activates its marketing programs. "Sometimes we do it pretty well, sometimes we're still trying to make a traditional message delivered through a digital environment, and that isn't effective," said Kim Feil, CMO of Walgreens, at a recent CMO Executive Summit in Chicago. But, she said, they're learning.
"We're trying to determine what's the right content, when to use it and when to pull those triggers and how to integrate them more effectively. Then once we get that right, we'd look more purposefully on digital-only campaigns," she said.
In a recent interview for the Google and Wharton School of Business initiative called Fast.Forward, Ms. Feil also talked about being very "thoughtful" when it comes to mobile messaging to consumers, as well as the smart marketing risks Walgreens will take in 2011.