After 77 years of sponsoring the daytime television genre of soap opera that helped the company with product placement in advertising to women, Proctor & Gamble is quickly turning to social media venues such as Twitter, YouTube, and Facebook to re-align its marking campaigns in the new age of connectivity. The company is exiting the daytime soap business after having produced 20 soap operas for radio and TV had seen ratings sink, and now is exploring cheaper ways than buying TV commercials for popular products such as Old Spice and Olay. More recently, the company began offering Pampers on Facebook, delivering an iPhone app to sell feminine products while helping women track their monthly menstrual cycles and chat with experts, and also used social marketing to turn Old Spice into a new hit. The trend with Internet advertising and marketing is likely to grow as users spend more time shopping both online at home and online on their connected smartphones.
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