Gartner Research

Survey Analysis: Digital Marketing Continues to Mature Among Consumer Goods Manufacturers

Published: 17 June 2013

ID: G00249419

Analyst(s): Don Scheibenreif

Summary

Digital marketing is growing in its importance to the competitiveness of consumer goods companies. CIOs can use this research to assess their competitive position on a variety of technology and organizational dimensions.

Table Of Contents

Survey Objective

Data Insights

  • Despite Many Publicized Examples, Digital Marketing Is Still Maturing in the Consumer Goods Industry
  • Digital Marketing Groups Report to a Variety of Functions in Consumer Goods Companies, Not Just Brand or Promotion Management
  • 78% of Consumer Goods Manufacturers Have a Marketing Operations Director as a Liaison Role Between Marketing and IT
  • 65% of Consumer Goods Manufacturers Use Marketing Performance Management Enterprise Technologies, With More Investments Planned for Data and Analytics Technologies
  • Recommendations
  • Methodology
  • Definitions

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