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Unilever Uses Nearly $2 Billion for Digital Advertising in 2015---Global Push Marketing "Zero Budget"

SOURCE:DOINGBUSINESSINCHINA.ORG   TIME:2016-04-18

 

Unilever Uses Nearly $2 Billion for Digital Advertising in 2015---Global Push Marketing "Zero Budget"
 
Message from the business insider, Unilever Chief Marketing Manager Keith weed in last week's world economic forum in Davos said: Unilever 2015 ad spending $80 billion, about a quarter (24%) used in the digital advertising, and 2014 compared to rise 4%.


 
Weed also pointed out that Unilever digital ad spending, there are about 50% for the United States, China and other digital technology is leading the market, as for the Indian technology in less developed markets, the accounted for the proportion of just over two digits. But Weed for the Internet video advertising industry to define the definition of a very unhappy: at least half of the ads have only been viewed for 2 seconds.
 
The 62nd Cannes lions Festival in 2015, weed made a point of view: Marketing in the past is to provide consumers with service, now the marketing is and consumers together to understand the services they need, and the future of marketing is to allow consumers to enjoy the service marketing.
 
Unilever chief executive officer Paul Polman announced, will in the global implementation of marketing "zero budget", that is, the future will no longer making marketing budget for the new year according to the marketing expenses of a year ago, brand manager will start from zero, planning marketing spending on everything. Prior to this, there have been media reports, Unilever will reduce the cost of 1 billion pounds from 2018 in the brand and marketing.
 
It is reported that Unilever has to be in the marketing strategy to implement the zero budget, the core reason is the decline in performance, the latest 2015 results show that Unilever's net profit fell by 5%. In 2014, Unilever began to try the "zero budget" in Thailand, and ultimately the overall budget spending was reduced by 2%.
 



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