Why digital media matters
Capgemini Consulting conducted a joint study with Havas Media seeking to highlight some of the proven results of digital media, as well as its contribution to a multimedia plan. In this paper, we highlight why marketers must pay close attention to digital media and how it can help them achieve higher ROI by complementing traditional advertising. We conclude with a set of actionable recommendations on getting digital marketing right.
Understanding Digital Marketing and Getting it Right
1. Understanding
Digital Marketing
and Getting it Right
Digital Media is taking the world by storm
ROI generated in a Web/TV
By 2017
campaign launched by Havas Media
for a food sector client
digital advertising
is estimated to be
worth $170 Billion
170
Vs 100
This represents
70% increase
from current levels
Web campaign
TV campaign
Adoption of Digital Media is still in early stages
70% of campaigns carried
out in 2011-2012 by
Havas Media invested
< 10% of their budget
in digital media
Digital Complements Traditional Media
Reinforces
Targets Better
communication
In campaigns where,
Expands Reach
For the AB+ population,
62%
Vs
100%
budget
Vs
20%
budget
Coverage of the
campaign increases by
5 percentage points
Offline advertisement
drives online search
for 62% of smartphone
owners
ROI higher by 20%
Factors impacting digital’s proportion in media mix
DIGITAL’S PROPORTION IN MEDIA MIX
Target
audience profile
Saturation point
in traditional media
Required Impact
-short/long term
Cost per
impression
Campaign
budget
Reach of
digital media
How to Get Digital Marketing Right?
1
3
4
Focus on content
and channel
Identify saturation
point in traditional
advertising
2
Use digital in
campaigns where
traditional media hits
saturation point
Determine the
correct allocation
of digital
in media mix
5
Measure ROI with
enhanced
conversion models
Reach out: Interested in reading the full report?
Head to http://www.capgemini-consulting.com/role-of-digital-in-media-mix
Follow us on Twitter @capgeminiconsul or email dtri.in@capgemini.com