NEW YORK: Unilever, Procter & Gamble and Apple are among the companies succeeding in the “third generation of customer engagement”, a study has argued. Capgemini, the consultancy, estimated that consumer goods manufacturers generally allocate just 2% of their marketing budgets to digital. Although this figure could reach 4% by 2014, it will still be inadequate given the potential opportunities.One motivating factor behind such a shift is that Americans currently spend 20.8% more time online than in 2008, during which....