As the Internet realizes its potential in reaching consumers and business, and with the proliferation of wireless networks and digital devices, digital media and technology are transforming promotional marketing. However, there appears to be a knowledge gap that is monumentally impacting the outcomes for some marketers. This new study, produced by the CMO Council and the Promotional Marketing Association, Inc., was conducted in the second half of 2004 and includes the responses of 256 top marketing decision makers from a wide variety of industry sectors, including IT and financial services. While technology has huge significance in the industry, the study reveals that marketers are still learning to fully tap into the power of technology and this lack of knowledge and resources may be causing missed opportunities.