Procter & Gamble (P&G) is pivoting its digital marketing to deliver more personalised messages on a mass scale. To lead this transformation, it is also looking to champion an increasingly diverse set of marketing skills. The consumer goods giant, which claims to reach five billion consumers every day, has set its sights on building brands digitally that “meet and exceed consumer expectations”. It looks to do this by using ‘big data’ to determine what people really want, according to Sophie Blum, P&G’s vice-president of marketing for Europe and IMEA (India, the Middle East and Africa), speaking at the Festival of Marketing last week.
