Procter & Gamble marketing looks to Internet

Share this article:

The Procter & Gamble Company's marketing mix is shifting from measured media to the Internet and non-measured media, the company said.

The company's marketing efforts "are getting a little bit more efficient every quarter, every year, because of our focus, our discipline with market mix ROI," said A.G. Lafley, P&G chairman of the board and president/CEO, during a recent conference call with analysts to discuss the company's third-quarter results.

For major brands, the mix now includes a greater focus on in-store, Internet, trial activity and non-measured media, Mr. Lafley said.

The company recently did a second run of sampling for its Gillette Fusion razors.

"We still have relatively low trial rates on some of our major brand initiatives," he said, adding that the company has identified "a fairly long list of opportunities" for additional trial activity and sampling.

However, television still garners a level of investment from the company in developing markets, Mr. Lafley said.

Chief financial officer Clayton Daley said that the company plans to invest heavily in its brands to sustain strong growth in fiscal 2008 (beginning July 1).

P&G, Cincinnati, which continues to try to shake off a reputation for not being on the cutting-edge of consumer development, recently launched an online community for women in conjunction with Yahoo and Zizo Group.

Capessa.yahoo.com, which made its debut in January, was designed to enable to women to share inspirational stories, practical tips and information relevant to their lives. It is P&G's first introduction to consumer-generated content in the digital space.

Members who post their stories online may be chosen by Capessa's editorial team to have their experiences professionally produced into two-minute videos by P&G Productions and the Zizo group.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Target Better With Facebook, Sandberg Tells Marketers

Target Better With Facebook, Sandberg Tells Marketers

In earnings call, the COO claims Facebook is 44% more accurate than the industry average at targeting and promises increasing investment in ad tech.

Day One on the DMA2014 Show Floor

Day One on the DMA2014 Show Floor

Sprouting from the Direct Marketing Association convention today were retargeting refinements, rules for breach behavior, and, yes, some darn fine Brussels sprouts.

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.