P&G rethinks Facebook | Ehrenberg-Bass Institute for Marketing Science

P&G rethinks Facebook

CINCINNATI, OH: The world's biggest advertiser is changing its approach to Facebook, having decided that close ad targeting is not the most effective way of spending its marketing budget. "We targeted too much, and we went too narrow," said Marc Pritchard, chief marketing officer at Procter & Gamble, in remarks reported by the Wall Street Journal. "Now we're looking at: What is the best way to get the most reach but also the right precision?"

News 9 years ago Unknown author

CINCINNATI, OH: The world's biggest advertiser is changing its approach to Facebook, having decided that close ad targeting is not the most effective way of spending its marketing budget.

"We targeted too much, and we went too narrow," said Marc Pritchard, chief marketing officer at Procter & Gamble, in remarks reported by the Wall Street Journal. "Now we're looking at: What is the best way to get the most reach but also the right precision?"

The greater importance of reach in Pritchard's thinking was further emphasised by the intention to scale back spending on smaller digital sites that do not command the sort of audience figures boasted by the likes of Facebook, Google and YouTube.

This new strategy ties in closely with the arguments put forward by the Ehrenberg-Bass Institute and popularised by Byron Sharp in his book 'How Brands Grow'.