This study's findings mean alot to marketers. Especially in proving that the move to integrating social media into marketing plans cannot be ignored.
Social media adds value to the existing marketing mix for ANY brand, I don't care if it's brick and mortar or totally e-commerce, if you're conducting business you ARE a brand.
And brands cannot ignore the groundswell's desire to communicate what they want, how they want it WHENEVER they want it.
Social media will continue to be increasingly important for marketing success.