Mastering Digital Marketing: A Different Model

Mastering Digital Marketing: A Different Model

The era of the traditional marketing campaign is ending. In this interview, a part of our new #McKDigital series, McKinsey’s David Edelman explains what companies get wrong when it comes to digital marketing and the changes needed to better engage consumers.

As he notes, “what digital allows you to do is flip that model around and say for almost anybody, ‘There’s something about what we have to offer that should be connecting with them.'” For more of insights from the coleader of our global digital marketing strategy group, visit our site to read, “Digitizing the consumer decision”:

One thought on “Mastering Digital Marketing: A Different Model

  1. The creation of engaging marketing content is much more difficult when Digital Marketing staff (or vendors) are the only ones held accountable for creating it. This calls for new performance metrics in job descriptions for product development engineers, subject-matter experts, directors of so-called centers of excellence and others: providing usable raw content for the Digital Marketing department’s storytellers to convert into articles, capsule studies, videos, etc. Similarly, the owners of client/account relationships (Sales, usually) should have annual quotas related to convincing clients to green-light publishable case studies.

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