A post at Consultants Mind examines and summarizes new information from BCG on digital marketing. Among the findings is that digital marketing continues to evolve, and it is on track to surpass TV marketing spend for the first time in 2017. The reason that digital marketing is so attractive is because it allows for real-time feedback on campaigns’ effectiveness. A/B testing and refinement happen rapidly to produce more pointed advertising.
Additionally, BCG advocates taking a “pay as you go” approach to marketing budget, paying according to discoveries made during experimentation. This concept may not sit well with everyone. It would require very good management to make such an approach to budgeting work.
For further details, you can view the original post here: http://www.consultantsmind.com/2017/06/22/digital-marketing/