“... I think that a big reason consumer-goods companies have been slow to adopt digital marketing is that it is so direct and immediate and personal when it comes to dealing with consumers. Most of these companies have built and sustain their market advantages not on being more preferred by consumers, but by being more efficient at manufacturing or distribution, or by having more and greater pricing leverage with distributors and retailers.

Many times, the true effectiveness of consumer-goods advertising in driving the business has more to do with its impact on those intermediaries during contract negotiations than on its ultimate impact on consumers.”

Dave Morgan
Executive Vice President, Global Advertising Strategy
AOL
Via MediaPost