Gartner Research

Survey Shows Consumer Goods Manufacturers Can Gain Competitive Advantage Through Digital Marketing

Published: 14 March 2013

ID: G00239734

Analyst(s): Don Scheibenreif

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
  • Impacts

Analysis

Impacts and Recommendations

  • Consumer goods manufacturers that are not leveraging analytical tools to track the digital activities of competitors may be at a disadvantage over the next 12 to 24 months
  • Lagging adoption of digital marketing tools and data sources will make it difficult for consumer goods manufacturers to get a complete view of the consumer

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