Online Marketing Tools - Report Example

E-Commerce Introduction Today’s rapid technological changes affect organizations structure, operations and strategies. A competitive organization need to adapt to these technological changes in order to stay relevant and effective in its operations. Procter and Gamble is a successful multinational company dealing with consumer goods and it’s proactive in advertisements both on local and social Medias. Digital advertisements play a big role in reaching masses and in a cost efficient manner. Organizational Culture Procter and Gamble is a global company dealing with household products namely animal products, cleaning detergents and personal care products. The multinational company was formed by William Procter and James Gamble in the year 1837 in Cincinnati, USA. The company has a total of 300 brands which are marketed in over one hundred and sixty countries. The company’s corporate structure combines the economies of scale with its local focus in order to incorporate all consumers both from within and outside the country where its products are sold (Tode, 2014). Procter and Gamble occasionally referred to as P&G, has four functional sectors. They include health and grooming, beauty, hair and personal care, fabric and home care and lastly baby, feminine and family care. The company’s selling and market operations stipulates the specific actions that should be undertaken when selling P&G products at any given time. The actions involve effective and efficient selling methods, pricing, merchandising, quality, shelving and distribution. The company also employs lean style of management in order to enhance innovation and performance improvements (Tode, 2014). Social Media Advertising P&G marketing team also adapts the use of social media picture gallery to display its range of products. Picture gallery is important as it provides the users with an online catalogue, where they can assess the different products produced by the company to avoid false purchase of commodities from its competitors. The picture gallery is effective and cost efficient method of displaying the range products and other P&G activities. The picture gallery can encompass its social responsibility actions that the company does, in a series of pictures. An example is the Facebook P&G picture gallery which includes its sponsorship program pictures alongside its products, in order to appeal to the online users (Neff, 2014). The marketing team also employs the use of tweet decks in order to update its current topics or information simultaneously across different social networks. The marketing team uses this tool to avoid making the users switch networks in order to view P&G products or information. The application enables twitter tweets to be updated at current time within other networks where its users or members can see and share (Ng & Vranica, 2013). P&G takes advantage of business social-site like Pinterest to reach out to masses. The marketing team acknowledges the importance of this online platform for the purpose of magnifying the P&G brand name. The company’s long term strategies are conceptualized using different pictures, products design, history, values in a simpler but comprehensive manner to attract its targeted audience. P&G has outlined its marketing mix strategy deliberately for the purpose of informing the users about its objectives, value and concern they have towards its consumers (Neff, 2013). P&G also employs the use of google ads which are most common on the internet. P&G engaged into partnership with google to promote its products, campaigns across other networks and online sites (Tode, 2014). P&G has a massive online advertising strategy where it reaches people of all ages and class. Google ads are the most common having a huge membership and viewership across the globe. An example is the P&G ‘like a girl’ ad which scored the leading in the social networks at the 2015 Super Bowl (Brunsman, 2015). Videos are another marketing tool the multinational company has fully utilised across so many platforms especially the social media and local media. P&G has made so many impacts from giving gratitude to special groups like women and children to sponsorship of major activities like Olympics (Tode, 2014). The P&G ‘like a girl’ video which illustrated about the puberty of little children went viral on Facebook and other social networks and also in the process, reaching masses in short time (Horovitz, 2014). P&G can also use Mention as another marketing tool. P&G in a number of times has used this method to sell its name which is usually campaigned by the Google alerts. (Bruell, 2014). Google alerts reach a diversified range of people as well as various networks and online sites. P&G had a massive proud mom campaign which recognized the efforts of mothers and women (Edwards, 2013). Advertising Methods P&G has a variety of advertising methods. The most notably include the use of brand ambassadors (Edwards, 2013. The company has engaged many highly recognized and successful people in their own fields. The importance of brand ambassadors is that they input their goodwill on P&G products. For example Lionel Messi a football ace has been used by P&G to promote the head and shoulder shampoo (Mahoney, 2014). The industry having been flocked by a number of competitors, the company employs sales promotion to reach to new and existing customers as well as introduce new or its improved products to them (Griwert, 2010). The sales promotion presents to the users how to effectively achieve the products results, through a standard procedure explained by the P&G staff. The company also employs online sales promotion where the users can engage with P&G staff through a series of questions or quizzes and later on stand a chance to win a free P&G gift (Griwert, 2010). Sponsorships are a huge advertising opportunity for P&G group. The company has on several occasions sponsored major activities around the world (P&G, 2012). The importance of these sponsorships is that it usually holds a huge number of people from different nations and it sells its name quite easily and effectively. Some of the sponsorships include the 2012 Olympic Games and the recent 2014 Winter Olympic Games held in Rio (Edwards, 2012). The company’s brand name Procter and Gamble (P&G) appeals to customers and enable all the company’s products to trade with ease (Shayon, 2014). The company boosts of its high quality products which have received international recognitions around the world. Gilette, Always, Pampers are some of its high valued brand names which sell enormously and with minimal effort from its technical staff. This has largely been contributed by its high standard products, effective employee and customer relations (Salem, J. 2012). P&G extends its name to the people through the use of social responsibility initiatives. P&G through the Tide detergent group hosts the ‘loads of hope’ initiative which provides relief to victims affected by calamities (Fowler, 2012). The program provides a mobile laundry mat which contains a number of washing machines and dryers to wash, dry and fold for them as a way of encouraging and showing concern for their problem. By such an initiative, P&G proves to the world that it has the community’s interest at heart both the loyal and non-loyal customers and win customers by this noble support (Grove, 2010). Social Media Campaigns P&G has on several occasions used online campaigns to change people’s behaviors, sensitize different societal issues and to promote relief to people who have been affected by calamities (Brunsman, 2015). The ‘Mean Stinks’ campaign was widely sensitized by P&G through the use of both celebrities and the local online users, to prevent people from bullying others by apologizing to people they have offended online. The company also struck the ‘loads of hope’ campaign to attract supporters and to help the disaster stricken people through the tough times and by providing essential materials like cleaning agents and other basic items (Berman, J. (2015).There was also the phenomenon ‘Thank you Mom campaign’ which was used during the Olympics period to recognize and appreciate women and mothers across the globe for their love, support and care they give towards the development and success of people (Coolidge, 2014). Risks of Social Media Advertisements The success of P&G adverts and campaigns may not necessarily translate to profits on the company. Most online users like to comment or like the company’s adverts but may not translate to potential buyers. There is also the issue cost where the process can turn very expensive but little to show or account for it. P&G employ online agencies for their advertisements and branding services, where it charged dearly. The use of brand ambassadors is seriously expensive bearing in mind the individual payment per person, yet you cannot quantify the amount of profit that they bring in return. There is also the challenge of time consumption in terms of addressing individual issues. A person can feel offended if their issues are not responded or if not in time. The company has to use a lot of time and effort to create a brand online and constantly updating relevant issues regarding the product or company to its entire fan base (Neff, 2014). Conclusion Social media is the current mode of advertising for most organizations nowadays. The use of online marketing tools and advertisements can be meaningful if the measures used are constantly evaluated. That is, the company can have analytical systems like questionnaires or emails, to measure the number of customers reached through online marketing and to have appropriate measures taken. The company can also reduce its number of online agencies and may be use its own marketing team in order to cut costs on digital marketing. However, if the recommendations are put in place, online marketing can be the best medium to use since it saves time, distance and money; which will translate to efficiency both on the company’s and the customers side (Neff, 2014). Reference list Neff, J.( 2014).Procter & Gamble Aims to Buy 70% of Digital Ads Programmatically Other Marketers Likely to Follow P&Gs Example. Retrieved on 4th Mar 2015 from: http://adage.com/article/digital/procter-gamble-buy-70-digital-ads-programmatically/293553/ Ng, S.& Vranica, S. (2013). P&G Shifts Marketing Dollars to Online, Mobile. Retrieved on 4th Mar 2015 from: http://www.wsj.com/articles/SB10001424127887323681904578641993173406444 Neff, J. (2013). Does P&G Really Drop 35% Of Its Marketing Dollars On Digital? Retrieved on 4th Mar 2015 from: http://adage.com/article/digital/procter-gamble-spends-35-marketing-dollars-digital/243718/ Tode, C.( 2014).P&G shrinks marketing spend as mobile boosts impact but costs less. Retrieved on 4th Mar 2015 from: http://www.mobilemarketer.com/cms/news/advertising/17673.html Brunsman, B. (2015).P&G is taking its successful web campaign to the Super Bowl.2015. http://www.bizjournals.com/cincinnati/news/2015/01/30/p-g-is-taking-its-successful-web-campaign-to-the.html?page=all Tode, C.( 2014). How P&G’s mobile social strategy helps build its brands. Retrieved on 4th Mar 2015 from: http://www.mobilemarketer.com/cms/news/social-networks/17242.html Horovitz, B.(2014).P&G holds early gold in Olympic social media. Retrieved on 4th Mar 2015 from: http://www.usatoday.com/story/money/business/2014/02/13/winter-olympics-sochi-procter-gamble-social-media/5456059/ Bruell, A.(2014).P&G Brand Culling Could Affect Marketing Agencies. Retrieved on 4th Mar 2015 from: http://adage.com/article/agency-news/p-g-brand-culling-affect-agencies/294536/ Edwards, J.(2013).How Facebook Helped Screw Up P&Gs Ad Budget. Retrieved on 4th Mar 2015 from: http://www.businessinsider.com/procter-and-gamble-facebook-and-advertising-2013-5 Mahoney,S. (2014). P&Gs Olay Launches Your Best Beautiful. Retrieved on 4th Mar 2015 from: http://www.mediapost.com/publications/article/217061/pgs-olay-launches-your-best-beautiful-campaign.html Griwert, K.(2010). Procter & Gamble smells social media marketing success with Old Spice Man. Retrieved on 4th Mar 2015 from: http://www.brafton.com/news/procter-gamble-smells-social-media-marketing-success-with-old-spice-man-19899601 P&G Corporate Brand, (2012). Procter & Gamble Launches Global Thank You Mom Campaign 2012. Retrieved on 4th Mar 2015 from: http://news.pg.com/blog/thank-you-mom/procter-gamble-launches-global-thank-you-mom-campaign Edwards, J.(2012).Pinterest Just Solved All Procter & Gambles Social Media Problems. Retrieved on 4th Mar 2015 from: http://www.businessinsider.com/pinterest-just-solved-all-procter-and-gambles-social-media-problems-businessinsidercom-2012-3 Shayon, S. (2014). P&G Set to Claim Gold in Sochi with Latest Thank You, Mom Olympic Campaign. Retrieved on 4th Mar 2015 from: http://www.brandchannel.com/home/post/140106-PG-Sochi-Mom-Campaign.aspx Salem, J. 2012. P&Gs Social Media Orthodoxy Could Sink Its Innovation Progress. Retrieved on 4th Mar 2015 from: http://www.forbes.com/sites/jonathansalembaskin/2012/11/17/pgs-social-media-orthodoxy-could-sink-its-innovation-progress/ Fowler, J.(2012). Companies With Big Advertising Budgets. Retrieved on 4th Mar 2015 from: http://www.investopedia.com/financial-edge/0612/7-companies-with-big-advertising-budgets.aspx Grove, V.(2010). P&G Shifts Marketing Strategy From Soap Operas to Social Media. Retrieved on 4th Mar 2015 from: http://mashable.com/2010/12/10/pg-social-media/ Brunsman, B.(2015). P&G teams with Glee actress, social medias star pooch on ad campaign. Retrieved on 4th Mar 2015 from: http://www.bizjournals.com/cincinnati/news/2015/02/27/p-g-teams-with-glee-actress-social-medias-star.html?page=all Berman, J. (2015). Why That Like A Girl Super Bowl Ad Was So Groundbreaking. Retrieved on 4th Mar 2015 from: http://www.huffingtonpost.com/2015/02/02/always-super-bowl-ad_n_6598328.html?ir=India Coolidge, A. (2014). P&G aims for moms heart with latest Thank you ad. Retrieved on 4th Mar 2015 from: http://www.usatoday.com/story/money/business/2014/01/08/pg-olympics-thank-you-ad/4380229/ Read More