The Web is maturing as a retail channel and is playing an ever more important role in the evolution of multi-channel retailing. Consumer behaviour is also changing and evolving, with consumers increasingly demanding of Consumer Products companies that they support multi-channel journeys and deliver consistent experiences over a range of lifecycles. Mobile channels, social networking sites and developments in traditional retailing have fundamentally changed the relationship between consumers, retailers and Consumer Products companies. Digital media is at the heart of this change, but Digital Marketing and the opportunities offered by it have not yet been fully embraced or leveraged by Consumer Products companies.

At present Consumer Products companies allocate only 2% of their marketing budgets to digital media. This is significantly less than other sectors (retail, manufacturing, and high-tech). Companies in the Consumer Products sector should re-think their engagement with consumers and assess the Return on Investment of Digital Marketing.

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