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You know, I think the lever for success and how we are testing out and shifting resources
into new interactive and digital strategies has been through several pilots that we’ve
done, but more so than anything else, we’ve taken actual brands and radically shifted
resources and then proven that metrically over a sustained period of time. What we are
talking about is, for example, the Phillip 66 Aviation brand, which is a B to B play,
which is us selling and providing aviation fuel to the corporate world and to recreational
pilots. A media mix that was highly traditional, 60/40, 70/30 off line, on line, is now a radically
different mix. It’s now at a richer digital mix at 80 percent that we shifted to this
year with 20 percent traditional print media. The consumer impressions, the FBO count, the
actual return on those clicks has been dramatic. It’s been efficient, it’s been optimized.
And those kind of results speak very loudly in the corridors of Conoco Phillips.