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Unilever Sees Better ROI From In-Store Promotions, Plans To Reduce Social Media Campaigns

March 6, 2013: 12:00 AM EST
Unilever discovered in-store promotions can offer as much as 50 percent higher return on investment than campaigns run on Facebook and Twitter, according to unidentified sources. Although Unilever has made significant investments in social media to promote brands, including Marmite, Sure, and Lynx, the company’s marketing departments are having second thoughts about the merits of shifting budgets to social media. The same sources said Unilever is expected to re-focus marketing efforts to in-store promotions, except for brands considered that have performed better online.
John Reynolds, "Unilever reappraises approach as in-store promotions beat social-media ROI", Marketing magazine, March 06, 2013, © Haymarket Media Ltd
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