Check out An ROI analysis of the FMCG sector

Coordina Microsoft
Año 2011
Idioma English
Páginas 11
+info http://advertising.microsoft.com

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The advertising community has two long-standing demands of online marketing:
- Prove that the online channel can build brands
- Prove that it can drive offline sales.

Whilst there have been many thousands of branding studies undertaken to address the first point, considerably less attention has been paid to the second. Studies of online marketing effectiveness have so far struggled to demonstrate a clear link with in-store behaviour.

In the absence of a proven link between online campaigns and offline sales, FMCG marketers have been reluctant to shift marketing budgets to the web. In the UK, online display currently receives approximately 1% of FMCG brands’ media allocation; TV gets around 59%, Print 26%, Outdoor 8%, Cinema 3%, and Radio 3%*. With the current economic climate increasing the focus on ROI, demands for proof are more pressing than ever.