It was only a matter of time before big consumer packaged goods (CPG) companies started marketing directly to consumers, bypassing their traditional retailing partners. For years, those partners have been squeezing the CPG companies as much as possible. And, if that wasn’t enough, retailers have been offerring more and more private-label alternatives to their CPG “partners”.

So now Procter and Gamble just announced that they are setting up their first ecommerce site, initially as an “experiment” rather than as competition to their partners. But I presume private-label brands started out as an “experiment” by retailers also.

The shape and pattern of consumer purchasing continues to evolve, and as marketers, we have to remain nimble in our approaches. Otherwise, the share and power of our brands will erode. On the other hand, the opportunities for those of us with a pulse on the market should be exciting.

Domus is a full-service marketing communications agency based in Philadelphia. For more information, visit us at http://www.domusinc.com.