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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We have been working with eCentral for over a year now ...and will continue to use his services indefinitely due the complete satisfaction we have in this arrangement. They have taken us from a web site that was hard to manage and invisible to a site that is user friendly, produces fantastic results in terms of direct business...they have placed us into top 5 positions ...and I can now see the steps they took to grow our understanding, knowledge and then take the steps to grow our online success. Can't recommend them highly enough.

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No matter how clever in an IT sense web developers may be, if they don’t understand the basic principle that web sites are a business’s window to the world and should convert information into revenue, they aren’t of much value. For these reasons, I have immense respect for John Nayler and his knowledge and skills and highly recommend him to anyone who may be thinking of engaging his services.

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The simplicity of the systems and software enabled staff to proceed with minimal training while delivering reports integral to the management of the business. By the time the systems were built, eCentral had gone on to construct a Trust Accounting System which was fully integrated with the rest of the application set streamlining our workflow significantly and providing substantial cost saving due to efficient work processes. For an IT consultant, John has a unique capacity to interrogate the processes within the business and understand the business drivers. His solutions were always with our specific business outcomes in mind. I have, in over 40 years in business, found this to be a very rare combination. I highly recommend the software development capabilities of John Nayler and eCentral.

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