Jack Uldrich
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Google and P&G Unlearn From Each Other

Posted in Advertising, Business, Marketing, Retail, Sales, Television, Unlearn Strategy

Yesterday, the Wall Street Journal ran a front page articleon how Google and Proctor & Gamble are swapping employees in an effort to spur innovation. It's a great idea, but much of what the two companies are doing is unlearning from the other. In P&G's case, its marketing people are unlearning that marketing dollars should primarily be used to fund television advertising — whose customers are typicallypassive. And, instead, the company needs to spend more than 2% of its budget on Internet advertising targeting more "active" consumers and engaging bloggers (such as Moms) who use their products.



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