Campaigns conducted via digital media are complemented by the simultaneous use of traditional advertising channels, according to an industry expert.

Speaking to eMarketer, the senior manager of Del Monte Foods’ digital and integrated marketing department, Doug Chavez, commented that his company has found that online efforts work well with national television advertising, which creates good brand awareness.

"Online is much more trackable. You can look at Nielsen data and so forth for broadcast. But with online media we can also say, ‘people spent this much time in our ad unit’," he remarked.

Mr Chavez added that the level of detail achieved through online reporting, as well as the granular data generated, is impossible to attain through television or print analysis – indicating that online marketing services might benefit from employing such strategies.

Those in the industry were recently advised by Will Hodgman, comScore’s executive vice-president for the Asia Pacific region, to embrace the growth of social networking, which is fast becoming integral to people’s lives.

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