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
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