Global brands are beginning to see a new business culture emerge as a result of digital advertising and marketing, but few have yet to identify the media required to make the change,
according to a report from Brand Learning released Wednesday. Some 35% of senior managers surveyed say the change to digital media at their companies still relies on hobbyists and
passionate individuals. They lack the digital specialists to really make a move from offline to online marketing and advertising. In fact, only 4% call their employees genuine "Digital Natives"
-- agile and passionate creative marketers who embrace technology.
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