The most recent edition of the McKinsey Journal has a really nice graphic showing the different 'challenges' faced by digital marketers and their preparedness to solve them.
You will need to view the graphic in full screen (click the graphic) to see that one of the low difficulty but one that companies are unprepared to solve is 'recognising online opportunities in all age groups'.
I think where McKinsey has place the point on the matrix is about right. My experience is companies have only the vaguest idea what the issue is let alone how to solve it. Dick Stroud
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