Procter & Gamble is emphasizing its strengths in data and artificial intelligence as the packaged goods giant contends with a fragmented "new media reality," executives said on a call discussing earnings earlier this week. The owner of brands like Tide and Downy is working to redefine its brand-building framework to deliver more relevant marketing and better capitalize on emergent channels like retail media that are rewriting the CPG advertising playbook.
Marketers need to understand who their target audience is before attempting to reach them, and that means sifting through a seemingly endless amount of consumer data generated from disparate channels and technologies. Taking a centralized approach with data can be overwhelming but implementing an audience-first mindset to campaign strategies can lead to more efficient and productive outcomes. It puts your core audience at the center of your initiatives.
