CG Cos. See E-Commerce Efforts Complementing Traditional Channels

Global consumer goods manufacturers are seeing the potential for traditional and direct-to-consumer initiatives to complement each other, according to an Economic Intelligence Unit (EIU) survey, sponsored by Oracle, released in February 2012. This is partly reflected by the equal importance they see in diverse channels for consumer engagement: while in-store marketing has been more important than social media to their consumer engagement efforts over the past 12 months (73% vs. 54% giving them a top-2 box score on a 5-point scale), the two are on par when it comes to their perceived importance over the next 12 months (74% vs. 73%). (more…)