McKinsey: How The Digital Age is Disrupting the Marketing Framework
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Transcript of McKinsey: How The Digital Age is Disrupting the Marketing Framework
David EdelmanMcKinseyDigital.com
Unlocking growth in the world of NOW
…but I seem to be spending
more on staff and agencies.
…but conversion rates
are actually falling!
…but I have no idea when
I will see the returns.
I want my journey…
and I want it now!!
MEKNOW
MEKNOW
Using the card:
Incent and personalize
Signing up:
Expedite and reward
Map of
Paris with
merchant
linksDave’s
in Paris!
Suggest Paris
restaurants
and link to
OpenTable
Customize
app top page
for Paris
experience
Text Dave to
confirm he’s
in Paris
Reward on first
purchases and
international
purchases
Suggest
ecommerce
sites to
register card
Overnight
delivery of
card
Instant
approval
Simple and
prepopulated
application
Now?
Now?
Customized for me?
Now?
Customized for me?
Simple?
Shaping the journey
Proactive
intelligence
Engagement
innovation
In-the-
moment
interaction
Real-time
automation
Real-time automation
In-the-moment interaction
In-the-moment interaction
In-the-moment interaction
Pro-active intelligence
Engagement innovation
Engagement innovation
Map the journeys
Map the journeys
Uncover the battlegrounds
Uncover the battlegrounds
Architecture matters
Architecture matters
Data
Content
People
Policy
Intelligence
TechnologyRisk
management
Service
Marketing
SalesProduct
management
Right project mix
Proactive
intelligence
Engagement
innovation
In-the-
moment
interaction
Real-time
automationRight project mix
“The seeker embarks on a
journey to find what they
want, and discovers along
the way what they need.”
“The seeker embarks on a
journey to find what they
want, and discovers along
the way what they need.”─ Wally Lamb
Novelist, Best Pick
Oprah’s Book Club
Thank you
McKinsey & Company
McKinseyDigital.com
