ROI in 2017: Effectiveness in the digital age

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The decision by Procter & Gamble to cut back on targeted advertising on Facebook exposed what one commentator has described as an 'intellectual battle' over how to market most effectively. The big-picture issue is close targeting (particularly via digital channels) versus mass reach – and a number of FMCG brands have concluded that a renewed focus on reach will drive sales growth.

Toolkit 2017

This article is part of Toolkit 2017, Warc's guide to six trends for the year ahead, produced in association with Deloitte Digital.

A related issue is the right balance of short-term and long-term strategies. Fresh research has suggested that brands are overinvesting in short-term 'activation' media, undermining the impact of creativity and harming long-term effectiveness.