How are advertisers taking advantage of new media such as online marketing?
To date, online media is “constipated.” Usage amongst youth in particular is huge and growing but relatively few media dollars are spent in this area. In the U.S., for example, well over 10% of communication expenditure takes place on line. However, in China, the figure is in the mid-single digits, at best. The reasons for this are lack of: a) financial infrastructure that supports on-line purchasing, b) expertise (i.e., talent) required to develop sophisticated on-line marketing programs, c) consolidation of digital production and other behind-the-curtain functions that generate price-value efficiencies and d) reliable measurements in determining spend effectiveness.
