“Culture casting” with Samsung

So what is “culture casting”?
Ralph Santana, CMO of Samsung, spells it out. The choice between the two binary options of digital and traditional is flawed. Instead, marketers should embrace a “seamless media landscape.”
There has been mention of the brand’s “DNA” before on this blog and it rears its head again here. Samsung’s strategy is to mesh the brand’s DNA with cultural trends and values, and, by using a mix of media platforms, can begin targeting specific audiences.

Santana identifies three criteria that mass brands need to find market success:
1. broad reach
2. meaningful engagement
3. financial impact

Santana suggests, "it's becoming increasingly difficult to justify levels of spend we make for traditional media based on [the] systems of measurement we have."
Turning to digital media, Santana argues broad reach is hard to achieve because of the diversity and sheer number of platforms available to consumers. According to Santana, “Digital needs to work harder.” Gauging financial impact is also proving hard to obtain online.

Santana says digital needs to work harder but it is not a case of digital or traditional but more of a spread betting approach across many platforms.