Brand Marketing
Procter & Gamble Is Overly "Talked Down"—The Problem Isn't That Serious
On August 10, Procter & Gamble, the world's largest advertiser, announced it would stop using targeted ads on Facebook due to limited effectiveness. Its CMO Marc Pritchard said the company hasn't reduced overall Facebook ad spend but has cut ads on small websites, shifting from targeted and small platforms to larger media. This reflects that targeted marketing in mass marketing has limited effect, and brands should focus on reaching all customers, especially light users, to grow their shopper base.
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