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

News Blog

Video Social Media

Are you an expert?

Fri 09 Mar 2018

At eCentral we have set out to create something valuable and it's happening.

The professionally produced eCentral Business Show has rapidly become the most frequently watched show across social media and particularly on Linkedin.

We are now actively recruiting a team of "resident experts" to appear on the show regularly, to fulfil our commitment of releasing valuable business insights and knowledge into the community.


Business Class: A proven strategy to increase your customers

Fri 09 Mar 2018

Business Class is the culmination of 19 years digital marketing expertise developed by eCentral. If your business is ready to take off, eCentral's unique marketing systems work!


Digital Marketing Plan

Does your business have a Digital Marketing Flight Plan?

Mon 06 Nov 2017

The majority of businesses need to market themselves on the Internet these days in some way. Since 1998 we have resolved countless examples of mis-spent advertising money, websites that don't generat ...


Influence - which one do you use?

Influence - which one do you use?

Fri 27 Oct 2017

Food for thought this morning with this highlight list of ways to influence...

I added transparency / integrity as I thought it was high on my personal list... But maybe that is grouped under cred ...


Big data? You should be happy with ALL data.

Thu 26 Oct 2017

Throughout my IT career I have always been entertained at the appearance and popularity of new terminology.

All the rage this year is the term "BIG DATA".

I realise that small business and even med ...


Search engine optimsation success

Number one in search engine optimisation with a bullet

Tue 24 Oct 2017

In the drive for top search results for our clients the wins are sometimes a long time to come and the result of a determined, considered and consistent process by ourselves and client.

In the case  ...


YouTube Meetup blog a great success

YouTube Meetup blog a great success

Tue 17 Oct 2017

It was wonderful last time to have 6 people come along to my YouTube Meetup event so I can show off some of the best technologies that eCentral uses to produce our business show and do some demonstrat ...


Haunted by good reputation

Haunted by good reputation

Sun 15 Oct 2017

This wet weekend has kept me off the hiking trail which is a bit disappointing.

With time on my hands I bothered to take some phone calls on the computer repairs fast hotline.

With over 100 5 st ...


Who is your ideal client?

Who is your ideal client? Here are some suggestions

Tue 03 Oct 2017

In business, we are constantly searching for more clients as a norm. Too often we take on business because of profit motives and leave little time to consider the implications of doing so.

When we pause to think about an ideal client there is a common thread as demonstrated in this list produced in a recent workshop on the topic.

Check out this list and see how many are desirable for your ideal client.


Swipe left for broccoli

Swipe left for broccoli

Sat 23 Sep 2017

In a time when there is nothing but DIGITAL marketing, it's interesting to see leaders in their field being recruited by business heavyweights.

For example Nicole McInnes has recently been wooed :- ...


Look at this bright review

Another 5 star review for Abel Rent A Car from our reputation management program

Mon 18 Sep 2017

It's wonderful to see another 5 star review arrive for Abel Rent A Car.

It's absolute proof of how our reputation management program helps:
- Cull social media negativity
- Cultivate a good rep ...


JetStream CRM - Customer Databasing for the modern day

Fri 08 Sep 2017

Creating a storm across town or across the world, JetStream CRM is an integrated web based customer database from eCentral integrating prospecting, client data, contact, blog, social media posts, email marketing, quotes, projects and billing. Customisable and supported by real people, JetStream carries your sales people, drives process and delivers to your bottom line.


Which social media channel is right for me?

Which social media channel is right for me?

Mon 04 Sep 2017

Which social media channel is right for me is a question that's frequently asked of us at eCentral.

It's a relevant question because no matter how small or large your business is there is a limit t ...


The end of adolescence looms

The end of adolescence looms

Sun 03 Sep 2017

A business colleague recently used the metaphor about a business that has been in around for 14 years. The sole trader had postured himself as a success story for having made it that far. The underlyi ...


Goofy or sexy - which is the best content?

Sat 02 Sep 2017

When considering what content to blog, which products or even which business to be in, the question is always "where's the action?" As part of the ongoing cascade of truths from the book "Everybody Lies" from Seth Stephens-Davidowitz, we ponder the question from a new angle


BNI Pegasus Visitor Networking Event.

Mon 14 Aug 2017

Join 25 members + 20 plus guests at the BNI Pegasus Annual Visitor Networking event.

Bringing together the business focused and social membership of BNI Pegasus and new and past visitors is a great ...


What does the Google name have?

Have you noticed this about big online brands?

Wed 12 Jul 2017

Often at eCentral we are approached by start-ups and business producing a new product. It's great because it is green fields branding, an opportunity to let the juices roam free and create.

All too ...


Know Like Trust

Know, Like, Trust - What does it mean?

Fri 30 Jun 2017

It seems that one of the most common phrases you hear these days is "Know Like Trust" in business networking circles. Regardless of the event, meetups and/or social events oriented towards business it's always rattled out by the MC. We always get invited to get to Know, get to Like and get to Trust.

I have found it really interesting to break down this business mantra and see how it works in the Digital Marketing sphere.

So what's in there?


Google My Business

Would you like a free landing page at ?

Thu 22 Jun 2017

In typical fashion Google have launched yet another facility that further envelops us in the Google "ecosystem". Incredibly, most products are free and here is yet another example.

Last week they re-launched their web site building product that barely raised a pulse with the very well hidden free domain offer of We are aware that this has already resulted in a land rush of sorts.


Square app review

Get Square with credit card payments today. Accept them through your smartphone with this app.

Wed 14 Jun 2017

A prime issue facing mobile business is collecting payments efficiently.  Cash, direct deposit, credit cards and PayPal are pretty much essential to meet customer expectations.  Credit card acceptance ...


Seth Stephens-Davidowitz

Everybody Lies: Big Data, New Data And What The Internet Can Tell Us About Who We Really Are

Tue 23 May 2017

This new book by former Google employee Seth Stephens-Davidowitz reveals the truth about the big questions we ask the collective knowledge.


Not blown away by the recent Information Technology advances? You should be ...

Sun 21 May 2017

Not impressed by the advances in information technology this past year? Watch (or listen in the car :-) to the recent keynote speach at Google I/O.

Early on there is an account of just how much Goo ...


One Plus 3T

8 Reasons to switch to Android from iPhone

Sun 21 May 2017

Not many would have noticed and there was no seismic shock to be measured anywhere in the world but the world shifted for me recently with the move from iPhone to an Android-powered OnePlus 3T.


The Golden Age of Bullshit

Mon 15 May 2017

Well worth the watch is this 2014 Boff Hoffman talk about the enormous waste of money and resources that has been funnelled into online marketing, social media marketing and digital brand activities.


Google map place registered onto Whithaven Beach

Straight to the pool room for our postcard arriving TO Whitehaven Beach

Tue 18 Apr 2017

Outstanding result for our client Whitehaven Xpress last week where we managed to get a business location registered onto Whitehaven Beach.

Via clever means we have been able to get recognised as t ...


Black hat seo

What is Black Hat SEO?

Thu 02 Mar 2017

Search Engine Optimisation (SEO) has continued to be seen as the Holy Grail of online digital marketing success. The rise of Google as the most popular search engine has forced digital marketers to ca ...


Why on earth would you offshore or outsource?

Fri 02 Dec 2016

From time to time I get approached by Australian businesses who are using IT and digital services from offshore locations. This is something that I will always be against, for a number of reasons:



Small Business Digital Grants Program

Tue 15 Nov 2016

From the 8th November 2016 to  9 December 2016 the Queensland Government are inviting submissions for funding grants.

The dollar for dollar grants up to $10,000 are available for Queensland small  ...


Why the hell do you want to use Wordpress?

Mon 14 Nov 2016

If I were to present you with a hard cover edition of what was titled "The Alternate Bible" and tell you that it was being read by millions of people right now you would be automatically interested right.

If I were then to tell you that the Alternate Bible was based originally on the collective scribbles of a thousand monkeys and thrown into a paperback novel, your interest would be further pricked - I mean why were millions now reading these scribble?


Whitehaven Xpress to Whitehaven Beach

How do I get more visitors to my web site?

Thu 29 Sep 2016

This is the most common question asked of eCentral and our specialist high end digital marketing.

It would be great it the answer where easy to get more clicks on my web site, but unfortunately, it ...


Horrocks Solicitors

Digital marketing: joint ventures with eCentral

Tue 20 Sep 2016

From time to time, long lasting high trust relationships result in arrangements that might not otherwise be possible.

One such relationship is the marketing joint venture of the web site.


Why is my website not working?

Wed 07 Sep 2016

At eCentral we have been integrating websites into business since 1999, and along the way have assisted hundreds of business develop their online success.

We see many website builders forcing busi ...


Latest Website Launches from eCentral

Tue 29 Mar 2016

Country Weddings Mackay - August 2016

Results Coaching - ...


Brisbane Search Engine Optimisation tips for 2016

Wed 17 Feb 2016

As a search engine and e-marketing engineer for 18 years I always get a laugh at telemarketer phone calls from foreign shores offering "Search Engine Optimisation" services. The irony that they have t ...


10 Tips for small business digital marketing for 2016

Fri 04 Sep 2015


Online strategy tips for 2012

Thu 03 May 2012

In the early days of the Internet it might have been possible to make a lot of money with a very basic website and virtually no online marketing. The most simple web site handed you new opportunity. A ...


Where are you hanging out online?

Tue 02 Aug 2011

Just to confirm your suspicions, Facebook notes 11 million Australians have an account and 68% of them visit every day. What has come of a first world nation such that we have become this dedicated to ...


Windows based applications

Dinosaur systems MYOB, MIE Software and others holding up your business

Sat 16 Apr 2011

12 years on and the Internet still has so much to offer as a software platform over and above the ugliness of the prior era Windows application software produced in the eighties and nineties.

While ...


Check out the new look

Sun 07 Nov 2010

Technology supplier to, eCentral has recently been on the job updating the web site for the Rotary business and telephone guide. You will find efficient business search like never before stacking map, links and videos over the locale's most accurate and comprehensive guide.


Spam not ham

Beat spam - simple - change your email address

Fri 02 Jul 2010

You might be impressed that I live my life virtually spam free without the use of anti-virus or anti-spam software. Meanwhile there is no �real� messages lost to spam filters and those precious co ...


Gorilla marketing?

Where has everyone gone? The greatest challenge to advertising ever...

Thu 10 Jun 2010

1979, any given Tuesday night: I was eleven at the time and scantly remember sitting cross-legged on the lounge room floor to watch the TV news with a lamb chop dinner, boiled potatoes and beans. I ne ...


Another reason to have an online video advertisement:

Mon 10 May 2010 produced our first online video advertisement over 3 years ago and today those videos are top of search results on the worlds 2nd most popular search engine, As the ...


What colour's your tractor?

Strategy and swirls, content and CMS

Sun 09 May 2010

In recent weeks one of my community roles has become active in my area of interest. The organisation's web site is moving forward. The process has included platform considerations, a variety of option ...


Changing your web site address or domain name

Fri 16 Apr 2010

I frequently get asked by people about migrating their web site to a different address or domain. People are concerned about the impact that it will have on marketing efforts or more importantly on se ...


Q1 Gold Coast - Not so tall now

Why you should not use Flash in your website

Thu 31 Dec 2009

For a long time websites budgets have blown out at the expense of Flash. The ability to bring home pages to life, add motion, sound or even just an photo slide show has sucked in  ...


Search Engine Optimisation - The hold grail of Internet consulting.

Wed 23 Dec 2009

I am frequently questioned by people about the intricacies of getting on the first page of results for Google or other search engines. "Search Engine Optimisation", or "SEO" is the name given to the a ...


Get your tomatoes in a pile

What on earth is SEO?

Sun 01 Nov 2009

Recently, Whitsunday businesses seem to have become more aware of their need for an effective Internet strategy... and by strategy I mean more than a funky looking web site. Too often during my career ...



What business leaders have to say about eCentral

"... to a site that is user friendly, produces fantastic results"

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.

Shane McNally
Whitehaven Xpress

You might ask, why do John's web designs work so well?

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.


eCentral consistently delivered software systems that sustained our growth and the need for bespoke software to support the business model.

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.

Don Horsfall
Conveyancing Works Solicitors

Contact Us

Call eCentral Principal John Nayler on 0407 15 13 11