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Customer Centricity Defines Procter & Gamble’s Advertising, E-Commerce, and Digital Content Strategy

Procter & Gamble | July 12, 2021

It is an understatement to suggest that Australians' shopping habits have fundamentally changed in the last year. Cartology, a subsidiary of Woolworths Group, collaborated with FMCG research firm Advantage Group to survey 40 of Australia's FMCG leaders about the changing environment of customer needs and engagement. Their resounding response was that digital is the new front door of a retail company, and the new world is one driven by the customer. Woolworths' insights support this as well.

Woolworths, Cartology, and brands will explore how the industry responds to a year of customer transformation in a three-part series.

Zulfiqar Mahar, vice president marketing for P&G Australia and New Zealand, says that the fast-moving consumer goods business has seen massive shifts in customer behavior over the last year, with many of those habits and routines here to stay. The shift to digital platforms in the way consumers search for, engage with, and purchase brands have been a recurring topic among Australian shoppers.

Mahar's main takeaway is that customer-centricity is even more important in times of uncertainty and change.

P&G has adapted to seismic changing consumer behavior by reinventing how it builds brands. For example, consumers today see ten times as many advertising messages as they did a decade ago. Thus P&G needed to rethink advertising, including making messages more impactful and with less clutter.

P&G's ability to bring content to life in digital environments and beyond has never been more essential in this context. P&G wants to expand the amount of pull-based content it wants customers to engage with, and that content must be personalized to the context and media platform for each consumer group. According to Mahar, P&G's successful examples of this approach include Gillette Direct, the Oral B AI app, and the Olay Skin Advisor, which offer the company more direct, one-on-one engagement with consumers.

In addition, the way messages are conveyed via media platforms has been reinvented to provide mass reach with targeted precision - no easy accomplishment for a company whose goods are used by 95% of the population; it is a case of effectively conveying a message with regularity while avoiding wastage.

Personalization is also important since customers want brands to interact with them directly, but there is a need to avoid being too familiar, according to Mahar.

Key trends have also influenced P&G's marketing approach in digital adoption and usage. As customers gain confidence in shopping online, they seek products to buy and depend on the views of other product users. P&G aims to integrate search across many platforms, including stores, to answer all of the questions customers have about brands, providing a seamless experience that is also more efficient.

P&G is also attempting to increase efficiency and effectiveness in digital media and advertising spending in e-commerce by matching content with context to maximize relevance and attention.

All of P&G's marketing, advertising, and digital strategy changes are viewed through the critical lens of customer-centricity.

Spotlight

Half (54%) of consumers have felt deceived by native ads, according to an infographic by Contently and the Tow-Knight Center for Entrepreneurial Journalism.That figure is high enough for advertisers to rightfully fear that customers have a trust issue regarding native ads. But the good news is that there are steps publishers and advertisers can take to make ads more trustworthy, and thereby more effective.

Spotlight

Half (54%) of consumers have felt deceived by native ads, according to an infographic by Contently and the Tow-Knight Center for Entrepreneurial Journalism.That figure is high enough for advertisers to rightfully fear that customers have a trust issue regarding native ads. But the good news is that there are steps publishers and advertisers can take to make ads more trustworthy, and thereby more effective.

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GoMarketing Inc. Launches New In-house Content Creation Team

GoMarketing Inc. | January 19, 2021

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Vidy Expands Decentralized Video Ad Network Launches Crypto Assets, Called VidyCoin

Vidy | December 29, 2020

Vidy, the world's first blockchain-powered decentralized video advertisement network, has launched its own crypto assets, called VidyCoin. Vidy's Founder and CEO, Patrick Colangelo said, "At Vidy, we put the power of your data and earning potential back on your hand. So, users can earn money while watching video and surfing the web, right at home." When users play a video ad, they will be rewarded with VidyCoin, which can be utilized for buying goods in the Vidy organization, running advertisements or gaining admittance to publishers' premium features. In late November 2020, Vogue Singapore turned into the principal significant distributer to use VidyCoin to remunerate clients and force nearby buys. Inside five days, 30 imperceptible miniature recordings implanted by Vogue Singapore got 400 million seconds of dynamic perspectives, and the VIDY Wallet got 78,000 new registrations. Cognizant that if these numbers were replicated across Vidy's 100+ publishers, it may pack the Ethereum network, the team changed over VidyCoin into a double token ecosystem, namely VIDY and VIDYX.

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OneSmart International Education Group Announces ADS Ratio Change

OneSmart | January 17, 2022

OneSmart International Education Group Limited ("OneSmart" or the "Company") (NYSE: ONE) today announced that it will change the ratio of its American depositary shares ("ADSs") representing its Class A ordinary shares from one (1) ADS representing forty (40) Class A ordinary share to one (1) ADS representing one thousand (1,000) Class A ordinary shares. For OneSmart's ADS holders, the change in the ADS ratio will have the same effect as a one-for-twenty-five reverse ADS split. There will be no change to the Company's Class A ordinary shares. The effect of the ratio change on the ADS trading price on the New York Stock Exchange (the "NYSE") is expected to take place at the open of trading on January 24, 2022 (U.S. Eastern Time). ADS holders of record on the effective date will need to surrender their ADS to the depositary bank for cancellation and exchange in connection with the ADS ratio change, with further details to be provided in the notice by the depositary bank. The exchange of every twenty-five (25) then-held ADSs for one (1) new ADS will occur automatically with the then-held ADSs being cancelled and new ADSs being issued by the depositary bank, in each case as of the effective date for the ADS ratio change. OneSmart's ADSs will continue to be traded on the NYSE under the symbol "ONE". No fractional new ADSs will be issued in connection with the change in the ADS ratio. Instead, fractional entitlements to new ADSs will be aggregated and sold by the depositary bank and the net cash proceeds from the sale of the fractional ADS entitlements (after deduction of fees, taxes and expenses) will be distributed to the applicable ADS holders by the depositary bank. As a result of the change in the ADS ratio, the ADS price is expected to increase proportionally, although the Company can give no assurance that the ADS price after the change in the ADS ratio will be equal to or greater than twenty-five times the ADS price before the change. About OneSmart Founded in 2008 and headquartered in Shanghai, OneSmart International Education Group Limited currently provides non-subject based tutoring to students in China. Given the “Policy to Further Reducing the Burden of Homework and Off-campus Tutoring for Compulsory Education Students,” (the “Double Reduction Policy”), which basically requires suspension of all subject-based off-campus tutoring business targeting pre-school kids and K12 students, the Company plans to provide online education and tutoring services exclusively to students outside of China, overseas education preparation and consulting services to students residing within China, “Smart ID Card” to campuses and develop and market smart training system incorporating virtual reality, artificial intelligence, blockchain and other technologies in order to facilitate the teaching and training process.

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