P&G Marketing Strategy
Proctor and Gamble's marketing strategy on social networks is taking a targeted approach to distributing materials. While doing so P&G provides personalized replies to inquiries, aided by having a dedicated team covering the best way to attract the crowd of young consumers, while at the same time creating new innovations. Proctor and Gamble has come a long way from soap opera to social media. P&G itself has a history of evolving and adapting to the different marketing trends that adhere to consumers needs. As Proctor and Gamble evolves in this age, it uses its marketing strategies to gain a better insight on consumer wants, and preferences.
During its Signal P&G event in Cincinnati, Global Marketing & Brand Building Officer Marc Pritchard told former audiences “Today is not about digital marketing; it’s about brand building in a digital world,” which set a resounding tone for the role he wants digital to play for P&G. He went on to make it clear that “digital is no longer a trendy use of technology for technology’s sake, but it’s the way P&G will engage with people in real-time to build brands like never before” ("A real-time demonstration," 2012). Pritchard also talked about how brand building has changed since the proliferation of Internet technology and about how important it is for brands to keep up. Pritchard puts a big emphasis on the influx of mobile devices in the market and the pace at which consumers are adopting to mobile technology. He also focused on social media and consumers’ dependence on social to talk with one another and also to talk with brands. He placed emphasis on the importance of one-to-one relationships in today’s always-connected, always-on digital environment. He said that, “brands need to be less focused on making money and instead place more emphasis on improving the lives of both existing and potential customers”. P&G’s strategy here on in will focus on one-to-one relationships and meeting the needs of technology-dependent consumers (Abramovich, 2012).
The reason there is such emphasis and stress on building these “one-to-one” relationships is simple. Without consumers, brands like P&G become nothing. They merely depend on buyers and shoppers for recommendations and ideas on how the company itself can improve and better their products not only for consumers now nonetheless for those in the future as well.
“Obviously today’s technology-dependent society is making big brands like P&G understand that they need to change the way they operate, advertise and reach people. So what does that mean? It means that the old-school broadcasting spray-and-pray approach that we have seen with some brands’ digital efforts is not going to work. It’s time to wake up and smell the coffee. Digital marketing efforts should be focused on building relationships, not driving a one-time sale. If a brand is doing all it can to build relationships with consumers, sales will follow. But, when consumers feel that brands are just trying to sell them products, they feel turned off and may move to a competitor. The best form of marketing is the kind that does not feel like marketing. “I’m going to buy from the brands that sell to me the least” (Abramovich, 2012).
"The response from advertisers has remained extremely positive," said Lucas Watson, the former Proctor and Gamble executive leading the sales effort, in a statement provided to Ad Age. “Marketers that join early have the chance to build relationships with content partners so they can come up with creative integrations for the future”, he said. The deals work out to $15 to $25 per thousand views, competitive with broadcast TV ad rates. At a low-end sponsorship cost of $500,000 a month, an advertiser would need roughly 25 million impressions to net a $20 CPM -- unlikely for most startup channels (Learmonth, 2012).
Proctor and Gamble uses hash tags as a marketing strategy...
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