Mckinsey

Reset the mentality of leveraging digital media

Submitted by Olivia

McKinsey has argued that marketers need to "hit the reset button" if they are to derive the maximum benefits from digital media. As the company advised using traditional techniques to attract shoppers during the consideration phase and in-store promotions to "sway" them at the point-of-purchase are already out of date. When social media, user-generated reviews and price comparison services are empowering consumers, who are also increasingly keen to engage brands in conversations.

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