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 |  | | The foremost challenge facing marketers today is "proliferation"—complexity brought on by the growing fragmentation of customer segments, the simultaneous demand for both high- and low-end products and services, the declining effectiveness of traditional media, and the sheer number of touchpoints that customers now demand. Proliferation reduces organization agility, increases costs, and impedes companies’ ability to serve customers as they struggle to keep up with each new segment, channel, or communication investment opportunities.
Successful companies embrace proliferation by becoming more sophisticated at prioritizing opportunities and allocating resources, increasing the consistency and coordination of marketing execution, and adapting commercial capabilities. |
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 | | | Profiting from Proliferation | | The McKinsey Quarterly, Web Exclusive
An explosion of new customer segments, sales and service channels, media, and brands is challenging marketers to reinvent themselves so they can simultaneously prioritize opportunities in a more sophisticated way and increase the consistency and coordination of their marketing execution. | Read full article on the McKinsey Quarterly site |
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| | | The Proliferation Challenge | | | Navigating the explosion of customer segments, sales and service channels, media and brands to achieve profitable growth. | | Read more |
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| | | Frequently Asked Questions | | | Understanding the effects of marketing complexity, and how companies can respond to the proliferation challenge. | | Read more |
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| | Profiting from Proliferation | |
| The McKinsey Quarterly | |
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