Episode 3 of the eMarketing Expert Series – 11 mins 45 secs
(please find the Podcast Audioplayer at the bottom of this post)

My guest today is Michel Lambert, in charge of Interactive and Direct-to-Consumer marketing at Proctor & Gamble Western Europe. Michel tells us how integrated leadership is the key to marketing success for companies like P&G.

Here are the questions I asked Michel and the times I asked them:

Tell us a bit about your role in P&G, what are you trying to achieve? – 0:24

Can you give us an example of how exactly you’re doing this., is there a specific project that you can tell about to show how this works? – 1:04

Why is it seen as a success? – 1:55

Do you have any numbers on that or is it confidential? – 2:12

What is driving the need within P&G to adopt and implement these interactive strategies? – 2:18

For what products for example are consumers most actively searching for information online? – 3:00

Are there product categories where people are not so active online and it’s still very much in the early stages? – 3:35

We were now talking about online marketing but how would you define eMarketing, or integrated marketing? – 4:15

And would you say that online is an integrating component in the mix or does it not have that role specifically? – 5:19

For Procter & Gamble it’s probably like in other companies; giving consumers a voice using this interactive a platform is probably something that not everyone is very enthusiastic about, or where people see dangers. Do you meet much resistance to the innovations that you’re trying to implement? – 6:10

For the people within P&G that are a bit sceptical, what have you done to convince them? – 7:03

Have you created a different department that integrates sales, IT, Marketing and PR? – 7:55

A journalist from Contagious magazine in the UK – a quarterly that reports on innovative marketing – said that innovation comes from the brands these days, not from the agencies. What is your view on that? – 9:33