For many top consumer products companies digital either already has or is heading toward eclipsing magazines as their No. 2 spending category behind TV. And for some it may soon be No. 1.
1. ROI (return-on-investment)
„Mondelez President-North America Mark Clouse said the company wants more than half its spending to be digital by 2016, because it’s getting twice the return on investment from digital that it is from other media.”
2. REAL-TIME REACTION / SUPPLY
„[…] Clorox is also using analytics on Twitter to track mention of cold and flu by Zip Code, then „make sure stores in those Zip Codes have adequate supplies of Clorox Disinfecting Wipes.”
Executives of Procter & Gamble Co. and Mondelez International both said their companies now spend about a quarter of their U.S. media budgets on digital and plan to keep growing that share as they see improving return on investment.
„[…]new research indicating the marketing-mix models most of the companies use to measure ROI have been under-counting the impact of digital ads. […] One reason CPG companies may be getting so much efficiency: They’re getting more than they pay for.”
4. OFFLINE SALES
„While much digital media is still largely bought based on clicks, the study found digital impresssions, not clicks, are what drive offline purchase of packaged goods products.”