Experience in digital marketing without a guarantee for success: nowadays, marketers know about the importance of new media channels – but have to bridge the gap between theory and practice, as several studies demonstrate. 60% of surveyed marketers responded that their experience in digital media is not sufficient (according to Booz Allen Hamilton, study with 250 US- marketing professionals in May 2008). Ernst & Young interviewed 27 CEOs of leading companies for its study “Fast Forward - How CEOs are balancing the transitions to the digital future” and affirms, that currently nobody knows exactly where to go and is therefore experimenting.

So it’s all about trial and error in digital marketing

Consumer packaged goods giant Procter and Gamble for example is making bold digital moves. The company just came out with a new, unconventional product: Crest Weekly Clean – a “weekly addition to daily tooth brushing, giving a ‘just-from-the-dentist‘, smooth, clean feeling”. Hardly less untraditional is the way it was launched: The toothpaste was introduced mostly via sampling to prominent bloggers as well as 600,000 moms in Procter & Gamble’s Vocalpoint buzz-marketing program (a network of influential moms) in an effort to trigger an underground viral effect. The means of generating word-of-mouth was only accompanied by 5 second TV tags on other Crest product ads.

Following the Procter & Gamble’s footsteps

Other companies are probably following these footsteps as General Mills and Kraft have both launched new word-of-mouth networks (named “Pssst…” and “Kraftfirsttaste.com”). Neither Kraft nor General Mills pay members to join. Nevertheless, according to the companies there is still incentive to participate.

Pro

Gathering experience for the future of digital marketing

Possibility to build stronger relationship with the consumers by giving them early knowledge about new products, letting them provide feedback about likes and dislikes and involving them in future product development

Con

It’s an experiment to launch a product via social media. As consolidation at retail has given retailers unprecedented power, mass retail demands fast product turns.

You need to treat word-of-mouth networks with care. For example, the network individuals should be required to disclose their status as a marketer – in order to ward off consumers’ resentment or potential litigation.