P&G Shifting to Digital Marketing
P&G has been taking a leading role in consumer product category. Its world-wide operations, however, often faces problems arising from regional differences.
P&G aims to have a better understanding about Asian consumers by appointing Miaozhen Systems (Chinese advertising agency) to take care of online marketing operations. P&G is attempting to strengthen its brand position by engaging in digital marketing, and reach consumers through mobile devices including smartphone.
The biggest advantage of digital marketing, however, is that P&G can specifically target certain demographic groups. This company tried to promote its Pantene brand in Indonesia, and because extremely successful after it started providing solutions for women’s hair problems.
It is clear that even an every-day consumer product producers cannot ignore digital marketing. Success of any marketing campaign relies on how specific marketers target consumers.
http://www.digitalmarket.asia/2012/03/pg-takes-digital-shift-seriously/
March 28th, 2012 at 8:46 pm
P&G is just the beginning. We will see more and more companies to engage in digital marketing. It is more effective and measurable than traditional ones. The future of marketing is relied on the Internet!
March 28th, 2012 at 10:42 pm
Hi!
Thank you for your posting.
I agree that Internet marketing is effective because it is measurable, and we can actually target particular group of customers. We will definitely see more companies using digital marketing.
March 29th, 2012 at 10:00 pm
P&G is definitely on track. The whole world is moving toward online marketing. I am curious, however, to find out how P&G is using smartphones to market its products. Are they developing a new app? Like you said, even everyday products need to rely on marketing. What specific online tactic did P&G use in India? Thanks for posting!