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CMOs allocate 17% of their overall advertising spend to Digital: Study

According to a study by Sapient Interactive and IMA India, digital media is the third most preferred option after print and television for advertising. The study reveals that that while Print and TV command 24.7 per cent and 19.4 per cent respectively of the overall advertising spend of a typical chief marketing officer, 17 per cent of the total advertising budget goes to digital medium.

According to a study by Sapient Interactive and IMA India, digital media is the third most preferred option after print and television for advertising. The study reveals that that while Print and TV command 24.7 per cent and 19.4 per cent respectively of the overall advertising spend of a typical chief marketing officer, 17 per cent of the total advertising budget goes to digital medium.

Gaston Legorburu, executive director and worldwide creative officer, Sapient, has said, “Our conversations with leading CMOs in India revealed that they are increasingly thinking digital; however most are still grappling with how to effectively incorporate digital media into their overall marketing strategy.”

The study, titled Digital Marketing: The CMO Perspective, states that the main constraint in adoption of the digital medium for advertisement is the lack of understanding of metrics used to measure the effectiveness of digital advertisement. Another hurdle mentioned by CMOs in adoption of digital media is the inability to adapt traditional media practices to new media.

According to Sapient, the findings are based on interviews of chief marketing officers of 52 Indian and multinational corporations across sectors such as automobile, airlines, telecom and FMCG (fast moving consumer goods) on various aspects of digital marketing and commerce. [Source: Afaqs]

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