Consumer Goods giant Procter and Gamble is moving more of its ad dollars into the digital medium, thereby investing almost a third of its media spend in digital, social and mobile as it looks for ways to improve marketing efficiency
.jpg "PG now to invest 30% marketing dollars on web")
Executives of Procter & Gamble Co. and Mondelez International both said their companies now spend about a quarter of their U.S. media budgets on digital and plan to keep growing that share as they see improving return on investment.
P&G's global brand head ,Marc Pritchard had recently explained about how it has shifted its mindset to “digital back” - campaigns that start in the digital world and build back into the rest of the marketing mix. P&G has previously said that is spends around 35 per cent of its US media budget on digital but has not released a figure for the business overall..
The focus on marketing efficiency comes as P&G, which owns Olay, Pantene and Duracell, saw declining last quarter with .PG revenues were up by mere 5%YoY to $22.28bn, down from 2 per cent growth in the previous two quarters. Profits were down almost 16 per cent to $3.43bn.
Executives of Procter & Gamble Co. and Mondelez International both said their companies now spend about a quarter of their U.S. media budgets on digital and plan to keep growing that share as they see improving return on investment.
P&G's global brand head ,Marc Pritchard had recently explained about how it has shifted its mindset to “digital back” - campaigns that start in the digital world and build back into the rest of the marketing mix. P&G has previously said that is spends around 35 per cent of its US media budget on digital but has not released a figure for the business overall..
The focus on marketing efficiency comes as P&G, which owns Olay, Pantene and Duracell, saw declining last quarter with .PG revenues were up by mere 5%YoY to $22.28bn, down from 2 per cent growth in the previous two quarters. Profits were down almost 16 per cent to $3.43bn.
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