Reduce Spend, Increase Reach? Wait, This Can’t Be Right…

P&G eliminated 20% of their most ineffective spend and generated 10% more reach, according to this article in AdWeek.

Wait, that doesn’t fit the narrative about digital media. It’s all supposed to be about good, cheap media, reaching the right people, in the right place, at the right time.

Could it be that a lot of what we’ve been fed about digital marketing is a crock?


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