Sunday, March 24, 2013

Years After Ditching the Click, CPG Marketers Embrace Web Ads With 'Calls to Action'

In Laurent Faracci's ideal world, "100% of our digital media would have a call to action." 

After studying effects of brand advertising on e-commerce sites and elsewhere, the U.S. chief strategy and marketing officer for packaged-goods giant Reckitt Benckiser believes that "the return on investment is three times better when you do." 

That's a back-to-the-future move for CPG marketers, which embraced the "click here" and "enter to win" admonitions of early internet ads but focused more on branding during subsequent decades. Recently, however, they've embraced anew the "call to action," thanks to increased focus on accountability, e-commerce and social interaction.  

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