By Carlos Grande in Cannes
The increasing benefit to Unilever brands of free marketing on the web is leading the Anglo-Dutch households goods group to change how it measures and evaluates one of the UK's biggest advertising budgets.
The owner of brands such as Dove, Lynx and Persil, is introducing new ways to track how its campaigns spread on the web – often with little or no paid for media advertising – as people post clips on homepages and blogs.
It has also mandated teams which control the group's expenditure on the web and other digital media to treat digital budgets as part of overall marketing, rather than simply as paid-for media investment.
Again, this reflects that money in digital campaigns often goes into production rather than distribution – the reverse of traditional media where buying television airtime, for instance, typically costs more than making a commercial.
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