Using mobile to reach millennials: Insights from Procter & Gamble
Stephen WhitesideWarc
Some 4.8 billion people across the globe buy products that are made by Procter & Gamble, from Tide detergent to Pantene shampoo and Pampers diapers. As the International Telecoms Union believes there will be 6.8 billion mobile users worldwide by the end of 2013, it is clear this channel holds vast potential for the company to both reach and expand its audience.
Nick Patterson, associate director of shopper marketing at Procter & Gamble, suggested this fact is especially pertinent when discussing the millennial generation, a demographic that...