6 Articles Found

Demystifying Social Media by McKinsey

"As the marketing power of social media grows, it no longer makes sense to treat it as an experiment. Here’s how senior leaders can harness social media to shape consumer decision making in predictable ways." APRIL 2012 • Roxane Divol, David Edelman, and Hugo Sarrazin Source: Marketing & Sales Practice

The Social Side Of Strategy by McKinsey

"Crowdsourcing your strategy may sound crazy. But a few pioneering companies are starting to do just that, boosting organizational alignment in the process. Should you join them?" MAY 2012 • Arne Gast and Michele Zanini Source: Organization Practice, Strategy Practice

How To Measure The Value Of Your Marketing Investment

Understanding marketing is critical to how and where you invest your marketing funds.

Is The Consumer Decision-Making Process Changing?

We have generally assumed that the process consumers go through for making a purchasing decision is based on various touch points: awareness of a product or service, becoming interested in that product or service, forming positive attitudes and then making the purchase.   However, according to a recent McKinsey Quarterly newsletter, that process does not work any more because it does not recognize "all the touch points and key buying factors resulting from the explosion of product choices and digital channels, coupled with the emergence of an increasingly discerning, well-informed consumer."   McKinsey has labeled the new process "the consumer decision journey," and points out that by understanding that journey, "and directing their spending an messaging to the moments of maximum influence, they stand a much greater chance of reaching consumers in the right place at the right time with …

Are Marketers At Risk For Cutting Budgets Significantly?

According to Forrester, marketers are cutting their marketing communications budgets significantly. Are their brands at risk? Yes!   A soft market can be an opportunity. Companies who increase their marketing communications budgets during recession experience a drop in ROI. However, these companies achieve greater market share gains; they are in a better position to reap post-recession profitability. (Strategic Planning Institute, PIMS database)   For more on Forrester go to:,7211,47951,00.html.