- Survey of 100 companies of all sizes and specialties in consumer-related industries, conducted by Camelot Management Consultants and the EBS Business School
- Digital marketing initiatives are seldom strategically planned, and over a third of the companies still predominantly use standard forms of communication such as the Internet, e-mail or search functions
- No departure from the branded product industry model
- Those involved can see stronger customer relations and more personalized communication as the principal effects – directly tangible results in terms of increased turnover and profit usually do not occur, nor are they expected
- Main reservation: the need for new skills, integration in IT landscapes which have evolved over time, linking mobile platforms with existing ERP systems
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