P&G goes precision...1-1 tipping point?
Every great battle or uprising has a tipping point...that time when it is evident to all that their is an inevitability to the coming change. When company that built it's fortune on the back of mass advertising says mass is dead and they are investing in building a 60 Million consumer precision (1-1) database...we have to ask..is this it?
"The boat's setting sail, and we have one foot on the dock and one on the boat," she said. "If you listen to A.G. Lafley or Jim Stengel, they're all talking about the declining return on investment in TV. This trend tells us we should go to one-to-one marketing. We just haven't put our money where our mouth is."
Check out the article...http://adage.com/print?article_id=116545
What do you think?
In business, we have to change and make innovations as new technologies come or else we will be left behind. With the computer and internet facilities now being available in almost every home, it is no wonder that P&G are making this move of concentrating their marketing tactics to a 1-1 marketing mode with their customers!! It is a wonderful business strategy and I am sure they will find their target sooner than expected!! I am sure there will be a lot more big brands following in their heels!!
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