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The Better Social Business Blog

Journalizing work in the trenches of all things web, social & interactive
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"Going Digital" with Marketing Spend Intensifies for Proctor & Camble

Author: Mayra Ruiz-McPherson

On 13, Mar 2012

Here’s a small tid bit of interest to those who closely follow marketing budget spend trends and commentary of interest like we do …

Marc S. Pritchard, Global Marketing Officer, Procter & GambleToday’s Wall Street Journal (WSJ) includes an interview with Procter & Gamble’s marketing chief, Marc Pritchard, about the company’s plans for the future. According to WSJ, Pritchard is looking to “go digital” as the company attempts to cut $1 billion from its ad budget.

How are brands responding to the “smaller, digital budgets,” he’s asked. Pritchard responds: “Some brands that have very little money get very innovative. Aussie [Hair Care] is 100% digital. Secret [deodorant] is 100% digital. Old Spice [deodorant] didn’t have that much money. They didn’t advertise “Smell Like a Man, Man” at the Super Bowl; it was before the Super Bowl. Then they got this huge lift on YouTube, then they amplified it in PR, amplified it on Twitter,” Pritchard replies.

While the article highlights the digital branding and advertising efforts of a big brand rather than a small or medium-sized business, it is of interest that even the big guns are strongly re-purposing their marketing dollars more and more towards digital. The trend for digital spend has been around for the last five years but the intensity in which how organizations large and small are trying to do more with less and expand further into digital is fascinating to those who care about such geeky marketing subjects … (hint, hint) :)

Mayra Ruiz Mcpherson
Mayra Ruiz-McPhersonBrand Journalist and Digital Strategist Mayra Ruiz-McPherson is founder of Ruiz McPherson Communications (RMC), a marketing ingenuity practice based in Herndon, Virginia. Mayra — who also founded and launched the online career community SocialMediaJobsDC.com — often presents various digital and social media-focused topics tailored to business owners and senior-level marketing managers. She also instructs a number of courses, workshops and training sessions as well as provides private, on-site training on social media tools and strategies.

In between professional engagements, Mayra guest blogs and contributes content regularly to a number of publications both in and outside the Washington DC metro area. Mayra is also the editor of The Better Social Business Blog, "Pet Tech" columnist for the Virginia Maryland Dog Magazine, contributes an “e-Trends” column to the Loudoun Business Journal and is founder of the Loudoun Fairfax Local Bloggers Meetup group which mentors and helps local bloggers network, learn and exchange ideas.

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