For consumer packaged goods marketers who have spent years putting the bulk of their budget into TV, outdoor and print, digital media can feel like a mysterious black hole with a murky ROI.
But digital is consuming an increasing portion of the typical marketing budget; PricewaterhouseCoopers released a study in June predicting that digital ad spending in the U.S. will top print spending for the first time this year.
CPG companies on average spend six percent of their marketing budgets on online media, half of what other companies in other industries are spending. Clearly, there is an enormous untapped opportunity for the CPG marketer who gets it right. And that means having a clear, holistic view of your digital marketing spend across your entire organization.