𝐓𝐮𝐫𝐧𝐬 𝐎𝐮𝐭, 𝐀𝐧𝐧𝐨𝐲𝐢𝐧𝐠 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬 𝐈𝐬𝐧'𝐭 𝐚 𝐆𝐫𝐞𝐚𝐭 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲! "In 2017, Marc Pritchard, P&G's Chief Brand Officer, cut the company's digital advertising budget by $200 million or 6%," Aral wrote. "In 2018, Unilever went even further, cutting its digital advertising by nearly 30%. The result? A 7.5% increase in organic sales growth for P&G in 2019 and a 3.8% gain for Unilever." How could that be? Both the companies had been focusing on frequency of contact. Instead, they changed to considering breadth of reach. "Data had shown that they were previously hitting some of their customers with social media ads ten to twenty times a month," he wrote. "This level of bombardment resulted in diminishing returns, and probably even annoyed some loyal customers. So, they reduced their frequency by 10% and shifted those ad dollars to reach new and infrequent customers who were not seeing ads." https://lnkd.in/ew9FXwyG