Procter & Gamble Cuts $100 Million in ‘Largely Ineffective’ Digital Ads
More and more businesses, who had been focusing their budgets on digital advertising, are deciding to cut major spending on digital ads after learning that those ads had been, ‘largely ineffective.’ In fact, on July 27, 2017, The Wall Street Journal published an article announcing that consumer goods giant, Procter & Gamble, cut more than $100 Million in digital ad spend for June and saw no impact on their growth rate.
The article goes on to say that “The aggressive cuts echo marketing executives’ mounting concerns around the effectiveness of digital advertising and the growing perception that they are wasting money on digital ads that never reach their intended audience.”
During his interview, P&G CFO, Jon Moeller, said the fact that the growth of the business wasn’t impacted, suggests that prior spending on digital had been largely ineffective.
The Bottom Line: While digital is great to help consumers search for things, it shouldn’t be the “end-all, be-all” for your advertising strategy. Even big advertising companies like P&G are going away from digital ads and spending their dollars elsewhere.
Non-Traditional Promotions On Your Advertising
First Day of Fall
Did you know that the first day of fall, 2017 is Friday, September 22nd? That means you have about a month to plan this promotion! Think about themes around falling into savings, leaves changing, seasons turning, etc.
You’re Welcome Day
Yes, this is an official holiday, and it falls on November 24th. This one would be well suited for a business with a somewhat tongue-in-cheek or irreverent brand identity. Perhaps you can consider an “Everything 50% through Sunday. You’re welcome.” message on your Direct Mail campaign
Small Business Saturday
This might seem like an obvious choice, but you’d be surprised how many business owners forget to plan their own Small Business Saturday promotions. If you don’t already have it circled on your calendar, Americans will be encouraged to “Shop Small” on Saturday, November 25th this year.
Customer Appreciation Sale
The holiday season is a natural fit for a Customer Appreciation Sale. Show your customers some love with a special promo code or an opportunity to join a loyalty program.
While there’s no way to be sure who started it, the term “BOGO” (buy one get one) will forever be associated with Payless Shoesource. While not especially fall-themed, BOGO sales are a great way to re-energize customers who might not have shopped with you for a while, or to clear out old inventory.
Also not specific to fall, but nonetheless effective, is the good old 24-hour sale. This catchy title is easy to design around, and it creates a surprisingly motivating sense of urgency for your audience. Make sure to send reminders toward the end of the sale that announce it’s “ending soon!”