Procter & Gamble and Accenture Explore a New Universe (AMR Research)

According to a new report by AMR Research, P&G and Accenture are charting unexplored space of the virtual kind. Together they are transforming P&G’s digital capabilities through the Accenture Intelligent Digital Platform. The move is aimed at creating brand intimacy by optimizing insights to reach the new "Holy Grail" of marketing: relevance.

© Copyright AMR Research, Inc. Source: [P&G and Accenture Explore a New Universe, Allen Johnson, January 2010].

This report by AMR Research offers ideas for how companies can use digital as a new source for demand generation. Recommendations from the research include:

• Find the influencers and networks within the social network

• Align your demand and supply teams

• Avoid being a laggard – those that build first profit the most
  
  

And as the report suggests, consider that the universe is full of intelligent life. AMR Research’s insights detailing the impact of Facebook are compelling and include:

• If Facebook was a country, it would be the fourth largest in the world

• Nearly 70 percent of Facebook users are over 21 years old

• The fastest growing demographic is 34 to 55 years old with the over-55-group quickly catching up

• Facebook racks up more than 125 million unique visitors each month

The digital universe is significant in terms of learning what customers want and building differentiated brand experiences and it is critical for companies to integrate it effectively into their physical channels to fully engage and turn consumers into loyal buyers.