Survey Shows Consumer Goods Manufacturers Must Embrace Digital Marketing to Maximize Impact


Archived Published: 28 September 2012 ID: G00239007

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Summary

Digital marketing is growing in its importance to the competitiveness of consumer goods companies. Survey data shows that despite opportunities for more direct relationships with consumers, adoption challenges persist.

Table of Contents

  • Analysis
  • Impacts and Recommendations
    • Consumer goods manufacturers, without a comprehensive digital marketing approach, will be at a distinct competitive disadvantage over the next one to two years
    • Consumer goods companies that lack the organizational structure and customer understanding to fully realize the benefits of their marketing technology investments will need to invest more time in people and processes before adopting more technology
    • The opportunity for direct relationships with consumers is pushing consumer goods manufacturers to shift focus to social, mobile and e-commerce
  • Recommended Reading
© 2012 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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