Many marketers still trying to make digital media meaningful

A new global survey from the management consultancy finds that digital media and online tools remain a largely untapped resource for companies. While they appreciate the potential for tools like social media to add value, few are taking the structural steps required to benefit from selling online or engaging consumers through new technologies.

 

 

The survey asked marketing executives from around the world about the digital tools and channels their companies use and expect to use, the challenges they face and actions they have taken in response, and the metrics available to assess performance online. Most respondents said they were still trying to figure out how digital media can meaningfully improve their bottom lines.