By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData Collective
  • Analytics
    AnalyticsShow More
    predictive analytics in dropshipping
    Predictive Analytics Helps New Dropshipping Businesses Thrive
    12 Min Read
    data-driven approach in healthcare
    The Importance of Data-Driven Approaches to Improving Healthcare in Rural Areas
    6 Min Read
    analytics for tax compliance
    Analytics Changes the Calculus of Business Tax Compliance
    8 Min Read
    big data analytics in gaming
    The Role of Big Data Analytics in Gaming
    10 Min Read
    analyst,women,looking,at,kpi,data,on,computer,screen
    Promising Benefits of Predictive Analytics in Asset Management
    11 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-23 SmartData Collective. All Rights Reserved.
Reading: Indispensable Consumer Relationships at Heart of P&G Strategy
Share
Notification Show More
Latest News
ai software development
Key Strategies to Develop AI Software Cost-Effectively
Artificial Intelligence
ai in omnichannel marketing
AI is Driving Huge Changes in Omnichannel Marketing
Artificial Intelligence
ai for small business tax planning
Maximize Tax Deductions as a Business Owner with AI
Artificial Intelligence
ai in marketing with 3D rendering
Marketers Use AI to Take Advantage of 3D Rendering
Artificial Intelligence
How Big Data Is Transforming the Maritime Industry
How Big Data Is Transforming the Maritime Industry
Big Data
Aa
SmartData Collective
Aa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Software > Marketing Automation > Indispensable Consumer Relationships at Heart of P&G Strategy
Marketing Automation

Indispensable Consumer Relationships at Heart of P&G Strategy

TeradataExperts
Last updated: 2011/12/06 at 3:59 PM
TeradataExperts
4 Min Read
SHARE

You don’t maintain a leadership position without continually out-innovating your competition. For Procter & Gamble, this means embracing all things digital across its business.

You don’t maintain a leadership position without continually out-innovating your competition. For Procter & Gamble, this means embracing all things digital across its business. From marketing to retail relationships and production, P&G is leveraging the latest technologies to advance its purpose to “touch and improve lives,” according to CEO Robert McDonald in this November McKinsey Quarterly interview (registration required).

The interview begins with a bold statement by Mr. McDonald that should have all Consumer Goods makers evaluating their approach to brand management, marketing and retail collaboration:

“With digital technology, it’s now possible to have a one-on-one relationship with every consumer in the world. The more intimate the relationship, the more indispensable it becomes. We want to be the company that creates those indispensable relationships with our brands, and digital technology enables this.”

More Read

use AI to automate linkedin messaging

Implementing AI to Automate LinkedIn Messaging

5 Types of Business Technology Every Entrepreneur Should be Using
Data Automation Has Become an Invaluable Part of Boosting Your Business
The Rise of Chatbots (And Why Your Business Needs Them)
Why Digital Adoption Rests On Understanding Employee Data

One of the ways P&G does this today is via something called “Consumer Pulse,” which applies analytics to data generated in the blogosphere, social media and other sources to uncover the real time conversations which can impact sales and brand value. For perhaps the most recent example of where this capability applies, consider this past week’s news around Coca Cola’s holiday packaging reversal.

At a time of unprecedented consumer participation in social media and adoption of mobile technology, consumer relationship development should be a key initiative for all Consumer Goods makers. Not only because of the opportunity to reach consumers, but the fact consumers are today targeted by all businesses, in all industries. Only those wise enough to create, nurture and develop direct relationships with these Connected Consumers are certain to be heard above the noise.

We’re seeing fewer Consumer Goods marketing teams delegate digital efforts to third parties for many reasons, but all which relate back to more effective marketing, relevant communication, and results with a focus on demonstrating return on investment. Even fractions of a percent in sales can be affected by these proven methods, more than paying for the investment.

The quite literally “federated” approach to consumer marketing that has yielded multiple agency relationships, dozens if not hundreds of websites, mobile applications and opt-in email/SMS text message lists, places data, insights and ultimate value beyond the grasp of most Consumer Goods marketers. Only by integrating and reconciling these sources, and melding them with increasingly available retail purchase data and production/forecasting, can the best and most competitive results be attained.

Is it surprising that Teradata is the ideal platform for such a solution, that both speeds time to integration while also offering a best in class platform for consumer relationship creation and development (called Aprimo Relationship Manager)? With P&G setting the pace for the entire Consumer Products industry, don’t be surprised to see more manufacturers embracing consumer relationships in the same way they do other facets of their business.

Gib Bassett

TeradataExperts December 6, 2011
Share this Article
Facebook Twitter Pinterest LinkedIn
Share

Follow us on Facebook

Latest News

ai software development
Key Strategies to Develop AI Software Cost-Effectively
Artificial Intelligence
ai in omnichannel marketing
AI is Driving Huge Changes in Omnichannel Marketing
Artificial Intelligence
ai for small business tax planning
Maximize Tax Deductions as a Business Owner with AI
Artificial Intelligence
ai in marketing with 3D rendering
Marketers Use AI to Take Advantage of 3D Rendering
Artificial Intelligence

Stay Connected

1.2k Followers Like
33.7k Followers Follow
222 Followers Pin

You Might also Like

use AI to automate linkedin messaging
Artificial Intelligence

Implementing AI to Automate LinkedIn Messaging

10 Min Read
5 Types of Business Technology Every Entrepreneur Should be Using
CRMMarketing AutomationSocial mediaSoftware

5 Types of Business Technology Every Entrepreneur Should be Using

5 Min Read
data automation for your business
Big Data

Data Automation Has Become an Invaluable Part of Boosting Your Business

5 Min Read
The Rise of Chatbots (And Why Your Business Needs Them)
MarketingMarketing Automation

The Rise of Chatbots (And Why Your Business Needs Them)

6 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

data-driven web design
5 Great Tips for Using Data Analytics for Website UX
Big Data
AI chatbots
AI Chatbots Can Help Retailers Convert Live Broadcast Viewers into Sales!
Chatbots

Quick Link

  • About
  • Contact
  • Privacy
Follow US

© 2008-23 SmartData Collective. All Rights Reserved.

Removed from reading list

Undo
Go to mobile version
Welcome Back!

Sign in to your account

Lost your password?