Boston -- A report released Wednesday by Boston Consulting Group said that, while 96% of companies are using Facebook and 83% are using Twitter, few have an overall marketing strategy that incorporates digital and includes clear metrics for success.
The report, Marketing Capabilities for the Digital Age, presents the findings of a BCG survey of marketing executives at 31 major corporations globally and presents an overview of the digital landscape.
The survey revealed that marketing executives are wrestling with a range of issues, including how to reach customers most effectively at each step of the purchasing process, create the right organization design, build a test-and-learn culture, and find talent with the needed digital expertise.
Reported as a top pain point by 29% of survey respondents, this talent gap is a key issue.
Key highlights from the survey include: