有研究表明,快消品的增长并非来自那些忠诚客户,而是来自大规模人口,即那些偶尔购买他们的非忠诚消费者。因此,在精准定位忠诚客户,确保他们不流失的同时,扩大市场规模才是快消品实现增长的王道。不久前,宝洁的首席品牌官Marc Pritchard在接受媒体采访时曾表示,宝洁将减少在Facebook上的精准定位广告,精准定位广告并未给宝洁带来预期的销售增长。他认为宝洁在精准定 Studies have shown that FMCG growth does not come from those loyal customers, but from large-scale population, those who buy them occasionally non-loyal consumers. Therefore, in the precise positioning of loyal customers to ensure that they do not flow out at the same time, expand the market size is the king of FMCG to achieve growth. Not long ago, Marc Pritchard, P & G’s chief brand officer, said in an interview that P & G will reduce precision targeted advertising on Facebook and that targeted advertising will not bring the expected sales growth to Procter & Gamble. He thinks P & G is accurate