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Brands

Digital Advertising now exceed 35% at Procter and Gamble

Procter & Gamble Co. is now spending more than a third of its U.S. marketing budget on digital media, an aggressive shift consumer brands set to increase their Online Media budgets, at the cost of lowering their ad spends on print, radio and TV . Clearly web and mobile marketing are emerging as the ‘ most efficient” marketing  challenge in the uncertain economic times as these
According to  P&G chief executive A.G. Lafley procter and Gamble s giant’s digital spending on things like online ads and social media ranges from 25% to 35% of its marketing budget and is currently near the top of that range in the U.S., its biggest market. In 2011 19% of FMCG Brands Marketing Budgets went the digital way in the United States
In  the year 2012, fiscal year  P&G spent $9.3billion on Marketing Including print, TV,

Radio, Digital and Mobile Advertising.P&G recently told ” that Online media budgets is only set to increase in the coming year ” We have some business and brands where digital and online is incredibly brands effective and provides the right distribution channel for ” engaging with brands

By 2020 Unilever expects the developing economies to make 70% of global sales, as Consumer Good Giants led by PG and Unilever sweat it out in the marketplace where ” consumers are increasing going digital led by Mobile web, Tablets and Connected Devices

P&G built its business on deep consumer research and premium products that it pushed through heavy advertising, much of it on television. That backdrop is changing, however. The recession has left consumers more frugal, and there are now many ways to influence consumers using the Web and mobile technologies

See on www.onlinemarketing-trends.com


Cost-cutting drives changes

A growing contingent of client-side marketers are turning to in-house agencies to take more ownership of their advertising and marketing strategy.

According to an Association of National Advertisers (ANA) survey, 58% of US client-side marketers said their company used an in-house agency this year, compared to only 42% who five years earlier said the same. And 56% of respondents said in May 2013 that in the past three years, they had moved at least some established business previously handled by an external agency to their in-house agency.

Magazine advertising, social media, online display advertising and search engine marketing were the services most commonly handled by an in-house agency, according to the study. The proliferation of digital marketing channels may be convincing companies to move more marketing in-house, so they can be more responsive and create a full breadth of material at lower cost. Still, only small percentages of in-house agencies handled most of these services, indicating that much work still sits squarely with external agencies.

Traditional TV and radio advertising were the least likely formats to be handled in-house.

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Marketers cited cost savings as the most significant advantage of bringing agency work in-house in 2008. This year, it remained the top advantage, however one cited by far fewer respondents.

Five years earlier, more than half of marketers saw cost efficiencies as an in-house agency’s primary advantage, whereas in 2013, that figure had dropped to 35%. Other factors instead took on greater precedence: 19% of marketers cited brand expertise, as well as institutional knowledge and the added benefit of a team dedicated to the company or brand. This indicates that marketers have become more satisfied by the quality of work created by in-house agencies.

But the disadvantages also stacked up. Forty-five percent of the survey respondents said it would not be as easy to stay on top of key trends with an in-house agency. That was more than the percentage of marketers who saw this as a challenge in 2008, and suggests that digital channels amplify the importance of understanding the latest marketing opportunities. Creative innovation was also seen as more lacking when agencies moved in-house, along with limited skill sets among the staff.

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The digital marketing age seems to be forcing marketers to navigate between two competing impulses—the need to produce more marketing than ever before across ever-proliferating channels is making in-house agencies particularly attractive. But the skills needed to effectively leverage and communicate via these channels are still often seen as best handled by agencies fully dedicated to the advertising and marketing space.

Continue reading on www.emarketer.com

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