“Social media is about 5% of Procter & Gamble’s marketing spending,” reported Marc Pritchard, chief brand officer at Procter & Gamble (P&G), the consumer-packaged goods manufacturer, and one of the world’s biggest advertisers.
“But it’s 150% of our problems.”
Elaborating on this topic, he suggested that the absence of a rigorous, rules-based system is an ongoing problem in the online space. “Digital media is now more than half of all media spending,” said Pritchard.
“But it’s astounding that 30 years into the internet age, with $300 billion of media spending monetized, we’re still operating with very few boundaries other than...