Personal care brands have also been lax about connecting disparate elements of their online presences. Only one-third of the brands L2 Think Tank looked at linked their websites to social media campaigns.
Mobile apps fared even more poorly than other digital strategies among personal care companies, with only 16% of brands adopting them for the iPhone, and 12% for Android. Brands had an even lower rate of adoption of mobile apps on iPads, at 4%. Read the rest at eMarketer.