Whirlpool's digital marketing priorities for 2017
Niels Aillaud is charged with ensuring Whirlpool Corp.'s brands - from its eponymous slate of appliances to KitchenAid, Indesit, and Maytag - remain consistently relevant in the rapidly changing online universe.
And, as head of the 105-year-old enterprise's Digital Center of Excellence, he believes a three-tiered model can explain how new marketing technologies effectively move from experimental to mainstream adoption:
- Pioneers: "You need a group that are the 'pioneers' - [people who] will try quickly and see what works and what doesn't work."
- Settlers:Brands in this category are "willing...