Supplement or sabotage? A lot of CPG brand marketing executives still can’t tell which role is played by internet search and by mobile media such as smartphones when it comes to their shopper marketing and, especially, in-store marketing efforts.
But Procter & Gamble is already making its move. The Cincinnati-based CPG giant wants to enlist online research and mobile apps as effective new tools in its efforts to entice and engage shoppers in the bricks-and-mortar retail environment.
It is working with Google, one of the iconic and most capable names in digital advertising and media, to harness the capabilities of online and mobile programs and technologies
“Marketers really need to understand what consumers are doing with digital technology before they get to the store and once they get there,” Elle Duncan, head of Google’s dealings with CPG companies headquartered in the Midwest such as P&G, told CPGmatters. “Most marketers now have to do more with the same resources or even with less, dealing with an audience of consumers that is more and more fragmented.
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