Have you ever wondered why daytime dramas are referred to as “Soap Operas”?  Household product giant Proctor and Gamble sponsor these types of programs to push their message to their target audience: women, mothers and moms-to-be.  However, as this audience moves from daytime television to social media, Proctor and Gamble and other similar companies are forced to move with them.

“Social media has become mass media, and for a woman especially” says Dori Molitor who owns an advertising agency called WomenWise that specializes in marketing brands like P&G to women.  “I think for all marketers, these one-way, thirty-second (TV) spots are very expensive, and are less effective for the way that women make decisions.”  Focusing on the demographic of women, especially mothers and mothers-to-be, is incredibly smart on P&G’s behalf because while they may not be any more exposed to advertising than their male counterparts, this particular demographic has a significant amount of authority over spending. Women, for the most part, control what is purchased at the grocery store, retail chains, and superstores like Wal-Mart. Proving your product worthy to the leaders of the household is an assurance that sales will increase. Proctor and Gamble’s marketing seems to have the same idea as Molitor seeing as they have decreased their spending on TV commercials and increased their efforts in social media.  From selling Pampers Diapers on Facebook to achieving internet stardom on YouTube with their Old Spice commercials, P&G has made big steps in social media advertising. Other companies are being forced to step up their marketing efforts, as consumer research has found that viewers bring their computers with them to watch TV. Getting your product featured on the ‘third screen’ can help you reach more potential consumers and sell your product.

P&G are not the only companies using Social Media.  Fellow consumer product companies Unilever and Johnson & Johnson are also active in social networking sites as well. Keith Weed, Chief Marketing and Communication Officer of Unilever, discusses at 0:28 how he acts as a “lurker” on Twitter by gathering information.  He clearly sets the divide between professional and personal use of social media throughout the video and how beneficial networking on sites like LinkedIn can be for a corporation.

These companies are involved on Twitter, Facebook, YouTube and Pinterest especially.  The choice of advertising for household product companies has become clear, and social media is the future.

-Pierce Gulley


~ by goodpackagedconsumers on September 23, 2012.