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FMCGs Say Retailers Hold Back Their Shift From TV To Digital

  • The Drum, Thursday, November 19, 2015 6:32 AM

Marketers from some of the world's biggest FMCG brands, including Johnson & Johnson and Pernod Ricard, have suggested that their shift in marketing pounds away from traditional channels -- namely TV -- is being hampered by a lack of education on the effectiveness of digital by retail giants. Johnson & Johnson said one of the main challenges it has faced is convincing the trade partners they sell through that they will shift stock from their shelves by better targeting customers online and on mobile.

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