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Unilever Ups Digital Spend, Which 'Outperforms' Traditional Channels

  • The Drum, Friday, October 24, 2014 7:03 AM

FMCG giant Unilever has upped its digital marketing spend from 17 per cent in 2013 to 20 per cent in 2014 as it places an increased focus on targeting consumers via mobile. Sales at the company increased 2.1 per cent in the third quarter, down from 3.7 per cent in the first half of the year. The company’s chief executive Paul Polman told investors on a call this morning that the continued focus on digital marketing has led it reap better return on investment than via mainstream channels.

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