• The Wall Street Journal reports that Procter & Gamble is moving away "from ads on Facebook that target specific consumers, concluding that the practice has limited effectiveness."
While Facebook "has spent years developing its ability to zero in on consumers based on demographics, shopping habits and life milestones," the Journal writes that P&G - which initially "jumped at the opportunity" to mine that information, now believes that it has gone too far.
Marc Pritchard, P&G’s chief marketing officer, tells the Journal, "We targeted too much, and we went too narrow, and now we’re looking at: What is the best way to get the most reach but also the right precision?”
While Facebook "has spent years developing its ability to zero in on consumers based on demographics, shopping habits and life milestones," the Journal writes that P&G - which initially "jumped at the opportunity" to mine that information, now believes that it has gone too far.
Marc Pritchard, P&G’s chief marketing officer, tells the Journal, "We targeted too much, and we went too narrow, and now we’re looking at: What is the best way to get the most reach but also the right precision?”
- KC's View:
