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Procter & Gamble says it has cut marketing spend in its current financial year as it continues its quest to improve efficiency through a shift to digital, social and mobile channels that it claims enables it to target consumers more effectively.
While there were no changes to overall marketing budgets in the second quarter, according to the IPA’s quarterly Bellwether, marketers increased spend on main media advertising, suggesting they are investing in long-term brand health.
Digital TV is becoming ever more popular among consumers, yet it lags behind in advertisers’ plans. Yet as the siloes between digital and TV break down, it is an area brands should find worth exploring.