Proctor and Gamble take shots at marketing and media industry
Financial Review report about the loss of control in marketing

Proctor and Gamble take shots at marketing and media industry

Mon 12 Mar 2018

There's a cultural and global shift in the way consumers empathise with big brand messaging. Gone are the days of saturated and (almost) pestering advertising, with modern audiences favouring messages that "add value", are helpful, relevant and stir emotions from deep within. This sentiment rings true among the behemoths of today's digital marketing, e.g. big spenders like Proctor and Gamble (P&G), J&J, Unilever and Target who presented at last week's American Association of National Advertisers (ANA).

Something both Vladimir Lenin and Marc Pritchard (P&G's Chief Brand Officer) note is that "Trust is good, control is better." Seemingly disturbing on a superficial level, Pritchard's angle is rather different and is based on the idea of transparency, accountability, and trust that lead to more impactful brand messaging. He explained that marketing companies should be "up-skilled," work on performance measures, strip out wastage and ensure marketing is purposeful rather than plentiful. It's about substance and saying more with less, and the very reason he has saved 20% of P&G's $7billion marketing spend this year without compromising results.

How should digital marketing in the current age be executed? It's something we at eCentral have developed over 20 years of experience and innovation - it's about understanding. Understanding our client, their service, their history, their mission and conveying all of that in a way that is easily digested by the business's target audience. No longer are audiences attuned to "spray and pray" methods, where simple brand awareness would get you by; no, it's about providing value to your audience and captivating them through real and meaningful content. It's the whole reason why eCentral's Business Show was born, enabling business owners to show the world who they are and where they add value through their business. There's nothing more mesmerising than seeing a business owner's passion for their craft shine through, which we do via simple, candid and honest chat - it's something every business owner should do to stand out in today's "busy" commercial landscape.

Cut through the noise today and chat with the team at eCentral for proven and effective digital marketing strategies for your business.

Related Links:
   Marketers need to take control of the supply chain - Financial Review

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