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P&G Boosts Spending To Raise E-Commerce Profile, Online Sales

September 7, 2009: 04:46 AM EST
Procter & Gamble is boosting its spending on digital retail sales and brand marketing in hopes of growing its e-commerce business from $500 million to $4 billion a year. Besides digital ads like search and video, the online strategy encompasses selling on its own Web sites, which include high-volume targets like Pampers.com, as well as on Amazon.com and Walmart.com. Newly installed global team leader for digital business Lucas Watson hopes to take advantage of the fact that Nielsen has forecast e-commerce sales of consumer packaged goods to grow as much as 25% a year.
Jack Neff, "Beyond Online Ads: P&G Sets $4 Billion E-Commerce Goal", Advertising Age, September 07, 2009, © Crain Communications
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