P&G Digital Marketing Strategy
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Procter & Gamble is taking its household brands like Tide, Bounty, and Charmin nationwide through a targeted digital marketing strategy. They focus on parents, especially mothers, through campaigns like "Thank You, Mom" and banner ads on popular parenting blogs. Their strategy involves geo-targeting families, optimizing social media presence, search engine optimization, and developing a mobile app to provide discounts. They allocate $48,000 per month with the majority going to pay-per-click ads, social media, and search engine optimization to drive traffic to their website and engage customers.
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P&G Digital Marketing Strategy
- 1. Procter and Gamble: Taking Success Nationwide ALEXANDRIA MERRITT
- 2. The Big Idea Parents (mainly mothers) Good reputation “Thank you, Mom” campaign Olympics Large emphasis social media Main basis is on household item brands such as: Bounty Charmin Febreze Gillette Tide Olay
- 3. Approach Start with geomarketing Campaigns that gain respect “Thank You, Mom” Target areas families Makes it easy to create banner ads appealing to parents and mothers
- 4. SEO Keywords and Content
- 5. Social Media Currently are meeting most media needs via Twitter, Facebook, Instagram, etc. Must engage audience Reach out to bloggers banner ads on successful sites Incorporate mobile marketing with social media marketing Create P&G app
- 6. More Media/ Creating the P&G app Create an app that shows customers discounts on P&G products at different retailers available on App Store Correlate the social media aspect with mobile marketing Use twitter for advertising the app
- 7. Budgeting One-year trajectory basis for allotted budget $10 million annual budget Allocate $48,000 per month for digital marketing Budget Pay-per-Click Ads Social Media SEO Mobile Marketing Email/Conte nt Marketing
- 8. Budgeting Cont. Majority of digital marketing budget goes to PPC, such as Google Ads ($14,400) With PPC check viewership and indicate performance Drives immediate, qualified traffic to website Additional $14,400 social media (Twitter, Facebook, etc.) Use additional majority on tactic if long term
- 9. Budgeting Cont. $9,600 goes to SEO can take 3-6 months before end results can be achieved Another $4,800 email and content The most direct way to reach potential customers Final $4,800 mobile marketing Includes email, social media, applications, etc. Ideal in a time frame longer than 6 months
- 10. Digital Marketing Impact The 2014 Local Search Study results indicated that nearly 80% of local searches end in a purchase Digital marketing significant emphasis on buyers
Editor's Notes
- My choice company for this digital marketing campaign is Procter and Gamble, Co. aka, P&G. This DM campaign is center on reaching a nationwide customer with the use of these tactics.
- -Digital marketing campaign is largely geared at parents, mainly mothers. P&G gained a great reputation with moms from the “Thank you, Mom” campaign which was geared toward mothers of Olympic athletes. With this campaign, a large portion will be emphasized on social media. With the world moving more and more into the digital age, aiming advertising at social media will reach more parents than traditional ads.
- To make a great marketing campaign successful, you need to know who you’re trying to reach and where you’re trying to reach them. This can be achieved through geomarketing. For any of you who haven’t heard of geomarketing, it’s basically being able to send your messages to the right people based on their location, age, income level, etc. Targeting areas with families allows you to really reach your ideal audience to advertise your product.
- A few keywords for SEO and content marketing are things that might show up in a random Google search when you’re searching for household items such as “paper towel”, “Olay”, “detergent”, “Bounty”, “razor”, etc.
- As for social media, this is the main marketing ploy for P&G. Daily updates on social media sites will keep your customers intrigued and allow them to learn more about how to get your products well received. Reaching out to bloggers is a great way to get banner ads onto websites that are popular for parents. In all, combining mobile marketing with your social media accounts is an even better way to reach your customers. Creating apps for discounts and deals on products carried by certain retailers will allow the customers to gain confidence in you.
- With this app, you are able to pin point where customers can get your products. If you open the app, and select a product you are looking for, the app with direct you to the nearest retailer that carries the product you want.
- Budgeting is the most important part of your digital marketing campaign. Knowing how and where to spend your money allows you to be efficient in your spending. This chart is based on a one year trajectory for a budget of $10 million. In reality, P&G had a marketing budget of $239 million, I scaled it down to be more precise. According to the amount you have to spend per year, it came out to $48,000 a month specifically for digital marketing broken into 5 categories: pay-per-click ads, social media websites, search engine optimization, mobile marketing, and email and content marketing.
- Beginning with your highest allocation, a large portion of your budget should go into PPC such as Google Ads; $14,400. PPC drives immediate and qualified traffic to your company’s website. If you had a short period of time, like 3 months or less, you could put more money into PPC. But in this case, we have a full year, so you can put less money into PPC over a longer period of time. An additional $14,400 can be directed toward social media accounts like Twitter, Facebook, Instagram, etc. Social media marketing takes time. The amount of resources you have will dictate how much of a budget you have to play with. In this case, having a long amount of time is beneficial.
- $9,600 goes to search engine optimization. This is a tactic that can take some time (up to 3-6 months) before your goal result is achieved. When you have more time, you can allocate more money toward this tactic so you can build a solid presence. Breaking the last $9,600 into two parts goes to email and content marketing and mobile marketing. Email and content marketing are the most effective ways to reach your potential or existing clients and it’s also one of the most cost effective way to drive sales. Even if you have a longer period of time to implement your digital marketing strategy to allocate a minimal email marketing budget will get you a high return on investment. Mobile marketing basically encompasses all online marketing tactics that can be formatted for a mobile device. ^ months or longer is ideal for a tactic like this.
- With the results of the local search study, digital marketing is proved to have a significant effect on buyers. If you want to impact your buyers, you need to interact with them. With the help of this digital marketing campaign, you are able to interact with your potential customers that much more.