Everyone talks about the growth of online marketing but you really know there is a shift when a stalwart marketer like Proctor & Gamble say it “has set itself the target of reaching one billion shoppers around the world using digital media”. They have identified the need to shift from one way communications to media that allows them to engage consumers and online fits the bill perfectly.
WARC also reports that brands now need to ensure that their vision and values are communicated clearly as these are becoming more and more important to consumers. Online is the most flexible and measurable communication medium and lets brands have deep connections and engagements with consumers.
Last year Booze & Co did a research project talking to hundreds of CEO’s and CMO of major companies and asked them about their marketing spend intentions over the coming years and the results were very interesting. According to Booze & Co (see picture) most major companies are intending to shift their marketing spend away from one way mediums such as TV and Radio, and move it into two way communications with a focus on Online marketing.