P&G Chief Marketer: Survive in a highly challenging digital market

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03:04

Businesses are spending more money on digital marketing to follow the trend. P&G's Chief Marketing and Brand Building Officer Marc Pritchard said that this is a sign of wasteful spending on digital advertising, and introduced internal data systems to cut out the waste.

Traditional marketing is transforming into digital and data platforms. But Pritchard said there is "a lot of waste" when businesses set foot in the digital world.

"We should get transparency on how much time (consumers are) watching (advertisements) and how many times they see an ad. We found a lot of waste by our own data systems," said Pritchard.

The Chief Marketer suggested the adoption of data fusion to avoid wasteful spending and to reach consumers efficiently.

"We work with companies in China like Alibaba. We use their data and our data to make sure how to reach consumers without waste." Pritchard pointed out that the whole digital ecosystem is filled by data and can help effectively reach consumers.

Marc Pritchard, P&G's Chief Marketing and Brand Building Officer, receives an interview with CGTN. /VCG Photo

Pritchard also mentioned China's leading position in the digital sector, which changed consumer behavior as well as their marketing strategy.

"China is leading the world when it comes to digital (sector). When it comes to marketing, we found that they are online all the time. So we start to create new types of content."

When it comes to marketing strategies, Pritchard also mentioned the importance of social marketing. He noted that consumers expect more from brands.

"They want to know their (brands') point of view. They want to know (the) value. They want to know people behind them. Nine out of 10 consumers feel better of brands if they support social issues," said Pritchard.

Besides, social marketing also tells facts about how people view the world, according to Pritchard. He mentioned Gillette campaign which sparked many online and offline debates recently. It challenges the worst of male behavior while encouraging them to do better. He said that the campaign is to speak up a point of view.

"More and more people are asking brands about the point of view and speak up about things that matter. It focuses on positive behavior," Pritchard added that it is a way to promote positive man behaviors.