This article explores the digital marketing ecosystem, and identifies an approach that both small and large businesses can use in approaching this topic. It discusses an online/offline approach that aligns itself with the consumer purchasing life-cycle, and the efficient coordination of content, data & consumer insights.
It concludes that: "Hitting the reset button on marketing begins by accepting a new perspective on what marketing needs to accomplish. It requires marketing executives to step up to a broader, cross-functional coordination role, armed with deep insights about the decision journey consumers are undertaking and the tools needed to guide it."
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It concludes that: "Hitting the reset button on marketing begins by accepting a new perspective on what marketing needs to accomplish. It requires marketing executives to step up to a broader, cross-functional coordination role, armed with deep insights about the decision journey consumers are undertaking and the tools needed to guide it."
Read it here (required login)
or Download the PDF here:
| mckinsey_-_four_ways_to_value_from_digital_marketing.pdf |
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