With A Single Speech, P&G’s Pritchard Signals The Future Of Digital Advertising
This year, digital advertising will surpass TV for the first time to become the primary channel for marketers, accounting for a $72 billion outlay. It is against that rite of passage that another P&G’er, Chief Brand Officer Marc Pritchard, gave what is arguably the biggest marketing speech in a generation at the ANA Media Masters conference in Orlando on Thursday. Pritchard signaled that the days of chasing shiny objects in the name of becoming first mover are over and it’s time to hold digital advertising accountable. Read more about how P&G plans to hold its agencies and the media accountable in my Forbes blog.
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7 年One of the prime advantages of digital advertising is the ability to track metrics, which is key. Implementing more sophisticated and relevant standards to improve the correlation of these metrics makes sense. However determining the optimal combination of marketing initiatives remains more art than science, as they do not operate discreetly but in relation to one another. Thanks.
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8 年Let's not ascribe too much accountability and ROI to advertising. Nothing wrong with the 50% works idea.
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8 年Once again, P&G challenges the marketing communications industry to change its game. Accountability again at the heart of the issue.
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8 年Why not call it what it is?????