We’ve talked a fair amount on this blog about the giant shift occurring in ad dollars from traditional media to digital opportunities.
A study released this week presented further evidence of this trend. The study by research firm Outsell, predicts that Companies will spend more on digital and online marketing than print advertising in 2010 for the first time ever ($119.6 billion versus $111.5 billion). You can read more about the study here and here.
Digital is clearly on the rise, but one interesting question remains for the CPG industry-will there be enough high quality digital opportunities for CPG to continue to shifting a larger amount of their budgets online?
As I’ve mentioned on this blog before, I think eCommerce can (and will) be a critical element in the growth of digital CPG ad spend. In particular, CPG manufacturers have a huge opportunity to inject an eCommerce component into their websites, and allow that online fulfillment capability to serve as a centralized collection point for a host of diverse online campaigns, driving a much higher level of accountability and measurement to their online ad spending. Many of the big CPG companies are beginning to invest in eCommerce, and it will be fascinating to watch how they leverage this new capability into their overall marketing mix.