P&G: Digital Marketing and Re-Branding Still a Leap of Faith

Manila Bulletin, August 3, 2009 | Go to article overview

P&G: Digital Marketing and Re-Branding Still a Leap of Faith


Using the digital media for re-branding products is still "a matter of faith," with no hard and fast rules, even for those who pioneered digital marketing in the country, like outgoing President and General Manager of consumer products giant, Procter and Gamble (P&G) Philippines James Lafferty."I created the digital marketing department at P&G and I'm sold to digital marketing, but not totally," he pointed out. The company has a digital strategy across all the brands. "The Philippines is an interesting digital market because of SMS. It's the texting capital of the world, with cellphones registering deep penetration."The Internet and Mobile Market Association of the Philippines (IMMAP) noted that the country has 63 million mobile phone users and 23 million internet users at present.Elsewhere in the world, industry observers saw that spending on traditional media - like print, radio and television - is going down, not just because of the global economic crisis but also because of a shift towards a digital media economy. As consumers in the first world, such as those in the U.S., become more prudent, marketers are starting to move toward more efficient digital media.However, it's not really a question of whether Filipinos are ready for the digital market, Lafferty stressed. The question is: how fast they will take to it given their means, how quickly will digital marketing grow?"Filipino consumers are shrewd but open-minded, willing to try new things if you have a good proposition," he explained. …

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