McKinsey: How The Digital Age is Disrupting the Marketing Framework

David EdelmanMcKinseyDigital.com

Unlocking growth in the world of NOW

…but I seem to be spending

more on staff and agencies.

…but conversion rates

are actually falling!

…but I have no idea when

I will see the returns.

I want my journey…

and I want it now!!

MEKNOW

MEKNOW

Using the card:

Incent and personalize

Signing up:

Expedite and reward

Map of

Paris with

merchant

linksDave’s

in Paris!

Suggest Paris

restaurants

and link to

OpenTable

Customize

app top page

for Paris

experience

Text Dave to

confirm he’s

in Paris

Reward on first

purchases and

international

purchases

Suggest

ecommerce

sites to

register card

Overnight

delivery of

card

Instant

approval

Simple and

prepopulated

application

Now?

Now?

Customized for me?

Now?

Customized for me?

Simple?

Shaping the journey

Proactive

intelligence

Engagement

innovation

In-the-

moment

interaction

Real-time

automation

Real-time automation

In-the-moment interaction

In-the-moment interaction

In-the-moment interaction

Pro-active intelligence

Engagement innovation

Engagement innovation

Map the journeys

Map the journeys

Uncover the battlegrounds

Uncover the battlegrounds

Architecture matters

Architecture matters

Data

Content

People

Policy

Intelligence

TechnologyRisk

management

Service

Marketing

SalesProduct

management

Right project mix

Proactive

intelligence

Engagement

innovation

In-the-

moment

interaction

Real-time

automationRight project mix

“The seeker embarks on a

journey to find what they

want, and discovers along

the way what they need.”

“The seeker embarks on a

journey to find what they

want, and discovers along

the way what they need.”─ Wally Lamb

Novelist, Best Pick

Oprah’s Book Club

Thank you

McKinsey & Company

[email protected]

McKinseyDigital.com