Procter & Gamble (P&G ) is getting serious with Facebook.
According to Ventureblog, P&G plans to strategically expose its brands on Facebook; and is willing to pay a ‘big sum’ to materialize this effort. Twitter, on the other hand, was described as a less efficient marketing tool and is not part of P&G’s plan for now.
David Hornik wrote:
“P&G’s explicit goal for 2010 is to assure that each of its brands has a meaningful presence on Facebook, and they are willing to pay dearly for that,”
“And while P&G’s thought leaders expressed some skepticism about the efficacy of Facebook’s ‘engagement ads,’ they certainly view Facebook as a must-have for digital advertising and brand building. They didn’t quantify what they are paying for that exposure, but it is quite clear that the numbers are very big.”
The story is less rosy for Twitter.
“P&G folks do not view it as particularly relevant to what they are doing on the brand-building and advertising side. … They do not believe that Twitter will ever approach the value they can get out of a Google or Facebook.“
Is Facebook and Google really better?
In my opinion, yes. Besides their large user base, Google and Facebook offer precise ad placements based on demographics and keywords. Every marketing dollar invested goes to attracting the right consumer groups. Can Twitter promise that? Not for now.
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