The advertising community wants to be assured of two things when it comes to digital marketing: that it can build brands, and that it can drive offline sales. And while there have been many studies that prove online marketing’s ability to build brands, there’s less proof of the link between online campaigns and offline sales. As a result, FMCG marketers have been hesitant to commit their marketing budgets to digital.
Microsoft Advertising partnered with BrandScience to make a case for digital driving offline sales. The approach used Econometric Modeling, which provides a reliable, cross-media view of marketing. It takes high-quality data—collected over a long period of time—quantifies a brand’s different drivers, and shows how those drivers affect performance. The performance, in the case of this study, was short-medium term sales.
The study revealed some important insights:
- Online marketing is the second most efficient medium for driving short-medium term sales in the FMCG sector, as recorded in actual sales data.
- The revenue return on investment (RROI) is greater when online media is in the mix.
- Increased online investment translates to increased longevity of the online impact.
To learn more about the study’s findings, download the FMCG Econometrics Research Report now.