Séverine Philardeau

Research and opinions in favour of digital marketing are pretty clear: Invest marketing and advertising budgets in web and mobile or face the consequences of failure. That’s a bold statement, but is it really true? Our experts explain how budgets can be split in proportion with ROI in the short term and long term- marketing that is immediately sales driven as well as considerate of customer lifetime value across each channel over time. With a diverse background in fashion, media, food and travel, our panelists each have a unique way of justifying their marketing allocation- here they find common ground and offer their best practical advice for 2016 and beyond:

• Answer on a case by case basis rather than the blanket statement of ‘go more digital’
• Take a data driven approach to budget vs. a cost cutting approach
• Integrate online/offline with peronalisation techniques and measure the outcome