Consider this example. The moment mums-to-be start searching for pregnancy-related information on Google, P&G gets a signal that someone is starting their "journey" and will target them accordingly. During a woman's third trimester of pregnancy, for example, it might offer advice on what to put into nappy bags, or once the baby is born it will show consumers different nappies to buy as the baby grows.
That is Pampers' (a P&G product) strategy for a mass one-to-one marketing without losing out on the brand's purpose. The consumer goods biggie claims to reach five billion consumers every day. And it has set its sights on building brands digitally - brands that "meet and exceed consumer expectations".
However, overhauling the company's culture to become more digitally-focused hasn't been easy.