The news story talks about Mars’s CMO claiming that TV ads
are more effective for their food business than digital. Also, the media ad
split between TV and digital platforms for Mars is 60/40. It is opposite of the
general perception that online spending is the number one choice of marketers
in CPG companies.
This story shares a great case of marketer’s decisions with
the allocation of marketing dollars between traditional media platforms (such
as television ads) vs digital platforms (mobile ads). As we discussed in the
class also, digital media ad spend is increasing rapidly and outpacing all
other channels ad spend. However, the article makes a good point about knowing
the metrics that measure the effectiveness of each dollar spent on advertising.
As we hear repeatedly that its crucial to know your target
audience. The news story uses Mars’s pet food business as an example of a
market segment that is easily identifiable online and hence Mars spends more
dollars on digital ad spend for that segment vs the traditional businesses. So,
clearly, digital marketing strategy is not one size fits all approach and needs
to be treaded cautiously.
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