Panasonic to shift focus to digital

Electronics brand Panasonic is to shift the majority of its £60m UK marketing budget to digital activity next year.

The manufacturer says online marketing is the best way to measure return on investment and minimise waste.

UK marketing director Andrew Denham says plans are being finalised for next year and all types of communication will be scrutinised.

“Proportionally the mix will change towards richer digital [activity]. But I won’t ever go blindly in one media direction. It is about the message, the audience and the appropriate media,” he says.

“What we will be doing is making absolute evaluation of return on investment. So for every facet of communication we are trying to evaluate waste and minimise it.”

Panasonic’s most recent campaign for its 3D television sets focused on television, cinema and sponsorship activity.

About 15% of digital investment will be allocated to trialling digital innovation, Denham adds. Part of this includes advertising its Viera 3D TVs on Project, Sir Richard Branson’s new iPad magazine.

It is the first time Panasonic has advertised within an iPad app and Denham says he was attracted to the platform because of its measurability, calling it “very quantifiable”.

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