Cameron Friedlander believes that digital marketing may be finely tuned technologically, but it still often falls short in the critical task of engaging consumers.
"My fear right now … is that we're delivering the right message, at the right place, at the right time, and nobody cares," he explained at the ad:tech New York 2017 conference.
"I've had this fear because I've stared at a screen that actually had one of our ads on it, and I didn't even notice it. And I was staring at the screen for about five minutes doing something else."
As a leader in Global Marketing Technology & Integrated Media at Kimberly-Clark – the owner of brands such as Kleenex tissues, Huggies diapers, and Kotex feminine-hygiene products – Friedlander is familiar with the Irving, Texas-based firm's efforts, and those of personal-care rivals like Procter & Gamble, Unilever, and Johnson & Johnson.