P&G
P&G’s Always brand will look to target a mass audience with personalised messaging.

Procter & Gamble (P&G) is pivoting its digital marketing to deliver more personalised messages on a mass scale. To lead this transformation, it is also looking to champion an increasingly diverse set of marketing skills.

The consumer goods giant, which claims to reach five billion consumers every day, has set its sights on building brands digitally that “meet and exceed consumer expectations”. It looks to do this by using ‘big data’ to determine what people really want, according to Sophie Blum, P&G’s vice-president of marketing for Europe and IMEA (India, the Middle East and Africa), speaking at the Festival of Marketing last week.

“This depth and intimacy of understanding every single consumer is very new. That is what’s transforming the profession. You either get overwhelmed, or you embrace it with tools to be able to interact with and answer [consumers] in a way that is better than your competitors,” she tells Marketing Week.

What follows this focus on big data is mass one-on-one marketing – something the company’s chief brand officer Marc Pritchard briefly referenced in a speech at Dmexco last month.

One example is Pampers. The moment mums-to-be start searching for pregnancy-related information on Google, P&G gets a signal that someone is starting their “journey” and will target them accordingly. During a woman’s third trimester of pregnancy, for example, it might offer advice on what to put into nappy bags, or once the baby is born it will show consumers different nappies…