Marketing in the digital age

This Case Study examines how communication channels, and therefore marketing, are changing. It discusses how Reckitt Benckiser has recognised a change in consumer habits and has adapted its marketing methods in order for these to remain effective.

After reading this Case Study, students should be able to:

• Explain how changing consumer habits are driving a change in marketing channels 
• Discuss the changes Reckitt Benckiser made to its media mix
• Describe how these changes were measured

Introduction

The arrival of the digital age has had a significant impact on marketing by businesses.

The change to digital media

Communication channels are changing. Consumers are increasingly accessing information-rich content via devices connected, by wireless or cable, to the web.

Online video advertising

RB recognised the change in consumer behaviour resulting from the evolution of digital platforms and invested approximately $US40m into digital media in the USA in 2010.

Measuring marketing success

Key performance indicators (KPIs) were established to ensure digital media is return on investment (ROI) focused and accountable. RB established a reporting system that ensures that the business does not pay unless the advertisement is completely downloaded.

Conclusion

RB is an early adopter of online digital marketing. It has invested significant resources into developing the optimal approach towards online media and establishing global benchmarks for measuring the impact on sales and incremental audience reach of both TV and digital media campaigns.