Study: CPG Now Spends More on Digital Than Traditional Ads, but Shoppers Doubt They Work
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Packaged-goods marketers now spend more on digital than all forms of traditional advertising combined, according to a new study by Cadent Consulting Group. Yet the firm’s online survey of 600 brand marketers, retailers and shoppers finds the latter two groups give digital lower marks for effectiveness than any other marketing option something that could cap that growth in years ahead.
The survey also finds shopper marketing, long one of the hottest areas of CPG spending, has plateaued and even started to decline as a share of budgets.
Trade promotion remains the industry’s biggest marketing line items, accounting for 46.2% of spending, according to about 100 manufacturer respondents. But that’s down from more than 49% in 2012, and marketers project they’ll cut it further to around 43% in 2017.
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