Risks

• Falling behind competitors as non-digital savvy brands look old-fashioned.
• Failure to provide the level of information and transparency that consumers expect.
• Failure to maximize a channel and consequent loss of sales and opportunities.
  
• Failing to engage customers in the way they choose to be engaged, which can cause frustration and walk your customer to another brand.
• Loss of customer urgency – creating buzz without digital is becoming increasingly more difficult.
• Loss of the opportunity to leverage the power you have in your customers by enabling them to share information about your brand with their own personal communities. 

Opportunities

• The opportunity to create or optimize the company's own direct-to-consumer channel for revenue.
  
• The opportunity to engage directly with consumers in order to transform them into brand advocates. 
• The opportunity to create buzz during a product launch phase and, in a very efficient way, provide to prospects a deeper level of detail around products or services.
• The opportunity to spend your marketing dollars in a fresh and innovative way that solidifies your brand and leads to accretive revenue growth.
• The opportunity to create a digital launch pad to spread your marketing and sales into a new geography.
• The opportunity to leverage a brand's own customers as an efficient and proficient focus group through easy surveying.
• The opportunity to quickly assess the best and worst features of each product through product reviews.