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

eCentral Business Show

Tune into business with eCentral TV profiling interesting marketing and people profiles.

Investing wisely for the mining industry. Helen Baker, On Your Own Two Feet

Fri 22 Jun 2018
Having watched the mining industry in North Queensland post-crisis continue to rock and roll, I was witness to the frivolous spending of the workforce on all manner of toys and indulgence. I did wonder if many of them were investing even a small portion of their oversized income. Turns out few were and as the industry screamed to a halt, so did their bank balance as it went off the cliff. In this ongoing series with Helen Baker we dive into the challenges faced by people in the mining industry around investing and exactly this scenario. Just when you think you will never again face a rainy day is the time you need to be most prudent.

Should I renovate my house to improve it's chances of sale? Von Barnes

Thu 21 Jun 2018
Today on the eCentral Business Show, John Nayler is joined once again by the 'force of nature in property sales' Von Barnes of Pinnacle Properties. In the second to the last episode of this three-part series, John and Von sit down and talk about renovations; should you do it to make your property more salable? All that and more on this episode.

What loan is best for me? Laura Sillano, POD Financial

Wed 20 Jun 2018
Have you ended up with the wrong mortgage? Did you fix interest rate when it turns out you should not have? Perhaps you know someone that went Interest Only and still has a giant principal to now pay close to retirement.

In this episode of the eCentral Business Show we answer the age-old question; what loan is best for me? Our host John Nayler is joined by resident expert mortgage broker Laura Sillano to tell you that you're actually asking the wrong question. In this episode, the right question(s) and some of the answers....

News Blog

digital marketing subscription models

Subscription models - the future of the Internet (not advertising)

Mon 25 Jun 2018

At a global scale, so-called "big tech" businesses are raking it in. Some of them are banking huge profits, others re-investing everything. Yes, everything. They have come to realise that delivering videos, music, content, social media platforms, search results or overpriced sexy phones to people on a worldwide basis scales quite nicely. You might have thought that the different cultures might prefer one construct over another but it turns out that at a deep psychological level we are all programmed similarly.


Queensland's Best business program

Are you committed to being Queensland's Best?

Fri 22 Jun 2018

Today at eCentral we announce our group award brand strategy of "Queensland's Best". Awarded annually, we ask our clients to achieve and sustain an online rating of 4.9 / 5.0. In this very "uber" way of measuring long-term customer satisfaction, we know that our clients are worthy of the accolade and that together we are delivering a quality promise to customers. Click through to read the full announcement and how it can work for you.


Who are these two?

Who's big data are you?

Mon 18 Jun 2018

Have you recognised that the world's digital consumers ("us") have come to expect that the most frequently used websites and apps should be free? Of course, you immediately recognise that I am talking about Facebook, Google, Instagram, Twitter, Linkedin, Spotify and a couple more.

The question for the thinking person should be: "How can they do this for free?"

Advertising is the answer almost always. Online advertising is now the way that the MAJORITY of "big tech" businesses generate revenue and on a GLOBAL SCALE and that is a TRUCKLOAD of money. From this truckload, Google gets more than 50% of it, and Facebook get a large chunk of the rest.


Events Calendar


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