Procter & Gamble is directing as much as 35% of its marketing budget to digital media as the company tries to match customer presence online and on mobile devices, CEO A.G. Lafley said. Digital has been a faster way to reach customers and get their feedback, other executives added. P&G brands with a large digital concentration include Pampers, Secret and Old Spice.
P&G's marketing spend is about one-third digital, CEO says
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UNIVERSITY OF VIRGINIA