Panasonic Prepares to Direct Most of Its UK Budget to Digital Marketing In 2011
Electronics giant Panasonic is finalising plans to shift the majority of its £60m UK marketing budget to digital activity in 2011. The brand has said that online marketing is the best way to minimise waste and measure return on investment.
Andrew Denham, UK Marketing Director at Panasonic, commented, "What we'll be doing is making absolute evaluation of return on investment. So for every facet of communication, we're trying to evaluate waste and minimise it... Proportionally, the mix will change towards richer digital activity. But I won't ever go blindly in one media direction. It's about the message, the audience and the appropriate media."
About 15% of the brand's digital investment is set to be allocated toward trialling digital innovation. Part of this scheme includes advertising Panasonic's Viera 3D TVs on Sir Richard Branson's new iPad magazine named Project. This marks the first time Panasonic has advertised through an iPad app - Mr Denham has said that he was attracted to the platform because of its measurability, calling it "very quantifiable".