There’s a continuing digital disconnect in corporate marketing departments—and a widening digital divide as well.
CMOs and others with marketing responsibility should take note.
Many companies have refocused their marketing functions on a digital or an omnichannel approach. But too many appear to be spending more on digital without building up the capabilities that produce bang for the digital buck.
In late 2016, in collaboration with Google Digital Academy, BCG surveyed some 2,200 marketers at 141 advertisers, and 2,900 employees at 126 advertising agencies, on their organizations’ digital-marketing capabilities and learning and development efforts. below.)
The results were surprising—and not in a positive sense.