Using mobile to reach millennials: Insights from Procter & Gamble

Stephen Whiteside

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 has grown to be reliant on connected devices, and which boasts rising spending power, standing at approximately $200 billion in the US alone.

"Millennials are extremely important," he told delegates at the Shopper Marketing Expo, organised by the Path to Purchase Institute and held in Chicago. "We need to be 'mobilely' relevant to them, and we need to do it quickly." Such an argument will only gain weight as more members of this group have families, and ramp up their outlay in the fast-moving consumer goods category.

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