Documente Academic
Documente Profesional
Documente Cultură
Beyond Reach:
Aligning with a Changing
Consumer Decision Journey
iMedia Conference presentation
March 8, 2011
Todays marketing
more, and more, and more
Access NOW!:
When, where, and how they
want
Information NOW!:
To help them save, get the
best
Content NOW!:
To filter, control, and shape
Evaluate
Bond
Buy
Consider
Advocate
Experience
Evaluate
Bond
Buy
Consider
75% of
budget on
Consider
and Buy
across
categories
Advocate
Experience
Digital
23
64
Amazon.com
In-store
2. Turn data into content, content into data, and both into more of each
What
they
see
What you
know
about them,
personally
What
they say
What
they do
What you
learn about
the
community
Data into content: aggregated competitor quotes are not only a service,
but also a strategic decision driver
1.5+ MM
views
Turn every
transaction
into a
relationship
Build a presence
where the
discussions
happen
Engage in key
conversations
Help users
become rock
stars
Unleash
advocates
Social media
sites
Online
discussions
News and
update
websites
Inspirational
websites
Useful affiliate
websites
Customers as channels:
image search sites are emerging as new sources of inspiration
I go to manufacturer sites
and Google for images. Its
important to see how
people are using these
products.
Designer
. . . To
CUSTOMER
Case studies
Product catalog
1. Case studies
(fed by clients)
CUSTOMER
4. Click to chat
Photometric data
Request info
3. Photometric data
2. Product
catalog
(ranked by
clients)
McKinsey & Company | 16
To be where customers need them, they syndicated specs into key CAD
programs and have built an advantaged position
ONL Architects used Autodesk 3Ds Max
design software for CET Budapest
Lighting
specs and
tools
embedded in
others
drawing
applications
An engine that
serves data and
content into
distributors
sites and apps
Evaluate
Bond
Buy
Consider
Advocate
Experience
Summary questions
David C. Edelman
Global Co-Leader,
Digital Marketing Strategy
Practice
david_edelman@mckinsey.co
m