ROI in 2017: Effectiveness in the digital age
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.
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.