Procter & Gamble Takes Lead In Digital Marketing With Up To 35 Percent Of Marketing Budget

Procter & Gamble confirmed it is allocating 25–35 percent of its marketing budget to social media and digital advertising worldwide, with the highest rate assigned to its largest market, the United States. Citing research by market research firms IRI Group and Kantar Media, the Wall Street Journal reported that Procter & Gamble’s digital marketing budget allocation is much higher than the United States market average of 22.2 percent in 2012. Procter & Gamble is the world’s largest advertiser in 2012, with $9.3 billion spent worldwide, according to marketing-focused magazine AdAge. Other companies need to follow P&G’s lead in digital marketing, according to online marketing experts citing forecasts by eMarketing that American adults will spend more time with digital media than television viewing in 2013.