Good overview of the direction of my former employer. With mention of '1 billion consumer IDs to build audience segments' for more effective marketing. Some interesting detail in the article.
P&G shifts from targeting ‘generic demographics’ to ‘smart audiences’
The FMCG giant claims a focus on more precise targeting of audiences such as first-time mums is helping its advertising reach “the right people at the right time, in the right place”. By Sarah Vizard in MarketingWeek
Procter & Gamble (P&G) has credited a shift from “generic demographics” to “smart audiences” with helping improve the effectiveness of its marketing and its innovation pipeline.
Speaking on a call today (30 July) following its full-year results, CEO David Taylor said he is excited about its “smart audience work”, which is helping the company move from “wasteful” mass marketing to mass one-to-one brand building. To do that, it is using the more than 1 billion consumer IDs it has to build audience segments and then do “propensity marketing with people who have similar characteristics”.
“We are going from generic demographic targeting, like women aged 18 to 35, to more than 350 precise smart audiences, like first-time mums, millennial professionals or first-time washing machine owners, to help us reach the right people at the right time, in the right place,” he explained.
“That is only going to get more powerful…and we will get more accomplished at performance marketing to serve people messages that meet their needs.” .... "
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