Marketing & Sales

Back to Our Insights

Digital Marketing & Multichannel



Discussions on digital: The new world of marketing

– Silicon Valley leaders discuss the challenge on every marketer’s mind: how much to spend on digital marketing—and... where to spend it.

From touchpoints to journeys: Seeing the world as customers do

– To maximize customer satisfaction, companies have long emphasized touchpoints. But doing so can divert attention from the more... important issue: the customer’s end-to-end journey.

Discussions on Digital: Measuring marketing’s impact

– Silicon Valley leaders discuss the challenge on every marketer’s mind: how much to spend on digital marketing, and where... to spend it.

Cracking the digital-shopper genome

– Companies have more data at their fingertips than ever, so why do online shoppers remain such a mystery? The solution begins with... bringing all the information together to form a meaningful picture of the consumer.
Article - McKinsey Quarterly

Getting a sharper picture of social media’s influence

– New research shows that buzz plays a greater role than previously thought in getting consumers to buy and that the pool of the... most effective influencers is largely untapped.

How digital marketing operations can transform business

– Struggling to keep up with rapidly evolving consumer behavior? Digital marketing operations can bridge the divide between what... customers expect and what they get.

Winning in Africa’s consumer market

– For consumer-goods companies, Africa holds much promise—but also many pitfalls. To succeed on the continent, companies must... learn from the failures and successes of others.

Building a fast-moving digital enterprise

– Large companies face significant hurdles in transforming into digital businesses. McKinsey’s Edwin van Bommel explains how... organizations can quickly develop digital capabilities.

Growing by adapting at speed

– How do companies stay ahead when everyone is accelerating? Not by merely adapting to changing conditions, but by doing so quickly... and decisively, according to McKinsey’s Marc Singer.

Making marketing technology work

– What is marketing technology and why does it matter? Scott Brinker, cofounder and CTO of ion interactive, and Jason Heller, global... leader of McKinsey Digital Marketing Operations, explain.
Article - McKinsey Quarterly

How agile is your supply chain?

– Our research shows that ten operating practices are tied to higher service levels and lower inventory costs.