Unilever, Procter & Gamble and Apple are among the companies succeeding in the "third generation of customer engagement", a study has argued.
Capgemini, the consultancy, estimated that consumer goods manufacturers generally allocate just 2% of their marketing budgets to digital.
Although this figure could reach 4% by 2014, it will still be inadequate given the potential opportunities.
One motivating factor behind such a shift is that Americans currently spend 20.8% more time online than in 2008, during which period TV only posted a 1.8% uptick.
The typical netizen also devotes 25 minutes to both social networks and email per week, while the web video audience expanded by 337% between 2003 and 2009.
Equally, the number of individuals accessing virtual coupons rose 92% in 2009, and the redemption rate for these vouchers hit 20%, measured against less than 1% regarding paper alternatives.
Unilever, Apple build new engagement models - Warc News - Warc
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