P&G online strategy: A greater focus on content?


That’s the implication of latest comments from the team leader for Procter & Gamble’s ecommerce and digital innovation team. Made at an industry forum, it’s not a formal press announcement, but a business quite secretive about it’s digital strategy, this seems like a clear hint of the thinking inside the FMCG’s strategy group. Here’s why they’re focussing on content and deep integration of social into the rest of their digital work…

Content is the best currency in social media, according to Usama Al-Qassab, e-commerce marketing and digital innovation team leader at Procter & Gamble.

Speaking at a panel debate at the Social Media World Forum last week on the role of social media in traditional marketing strategy,

Al-Qassab said: "There is a lot of talk about social commerce, but the average person is not yet there yet.”

"On sites such as Facebook, the majority of people do not go there to purchase and still prefer their traditional online retailers. "In order to monetise social media, it should not be seen in isolation and needs to be integrated into the wider marketing mix."

The debate centred on how social media fits into the concept of bought, earned and owned media.

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