by Jess Lee
P&G Global CEO has announced they would moderate their ad budget, which increased 8% last year, by moving to a marketing mix that focuses on digital.

According to technology researcher Gartner Inc., the number of Malaysia's organizations blocking employee access to all social media is dropping by about 10% a year.
The shocker came last month when the Global CEO of Procter & Gamble (P&G) announced that they would moderate their advertising budget, which increased 8% last year, by moving to a marketing mix that focuses on digital.
The world's biggest advertiser has a new message, Marc Pritchard, the P&G Global Marketing and Brand Building Officer now puts a big emphasis on the influx of mobile devices in the market and the pace at which consumers are adopting mobile technology.
“The P&G’s ad spend budget growth had to stop somewhere and it’s true that the cost of a TV ad could produce a hundred online spots”, said Bob McDonald, the Global CEO of P&G.
In this digital always-on age where consumers constantly engage with your brand through the web and social media, fixed-life campaigns have lost much of their influence. Brands can no longer control the message and the 30-second TV spot risks becoming irrelevant.
“Media is now center-stage on brand strategy involving both brand development and brand building. Digital is fast changing marketing thinking. Data has bombarded a lot of science in marketing which mean creative is on the sidelines; Meaningful data and daring creative is the way forward,” according to the Global CEO of P&G.
Therefore, harness the power of data, navigate the digital landscape, build engagement and relationships with customers and leverage the new opportunities presented by data driven by digital marketing.
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