More Digital shoppers, anyone? | Advantage social

Well frankly, some brands do a great job of keeping themselves busy. P&G brands star amongst those for extending the attention span of the internet. However, they pale in comparison to AMAZON.

According to Warc

Amazon, the internet retailer, is set to challenge major grocery chains like Tesco in the UK, with the launch of an online store offering free delivery on over 20,000 food and beverage products

Also, Mobile advertising is up 60% in April-June over last year, so little wonder when P&G came forward with digital joyride budgets for each of its brands that targets ONE BILLION SHOPPERS AROUND THE WORLD using Digital Media

P&G is going with old friend and Amazon competitor Walmart to produce a movie and a ‘Future Friendly’ education drive that presumably coaches sustainability to the familiar brands of P&G last seen and heard loudly at Vancouver.

Of course mobile ads are a much different platform and more than half of those land in India or Indonesia, while P&G’s digital campaign is grounded in the US shores and Amazon, yet again, is branching out from the US, bringing groceries to UK in an effort to yet again woo the English customer. Amazon’s international footprint and that of local competitor Apple seems to have gone with the payment options on the shopping cart to the select countries that featre UK, Japan, Continental Europe and very few others.

Pepsi refresh seems to have set a measurable tone that is defining such priorities with brands eager to get the social association of good deeds, while the bigger force like Amazon still manages to go in with just a promise of quality and experience in every new market. Though the twains shall never meet, it may soon be an obvious contradiction in terms to be a social or in fact any digital brand without a social baggage of choice that defines the man. Thus of course, defining the customer experience as something bigger than buying soap or toothpaste or dinner when shopping digitally.