What you need to know now about the future of digital marketing

A recent industry forecast by global management consulting firm McKinsey and Company aptly points out that “Digital marketing is about to reach more challenging territory”.  The basis for this assertion is not surprising. Consumers are in power. Our current digital age places them squarely in the driver’s seat when it comes to how they receive marketing messages. Taking that a step further, we are barreling toward a place where consumers are not only determining “how” messages are received, but “what” messages they’ll receive. We’re talking about on-demand marketing that in the words of McKinsey and Company’s London director, Peter Dahlström, “cuts through the noise with pinpoint delivery.” As digital technology advances, and smarter, more sophisticated devices are at the finger tips of the average consumer, McKinsey and Company predicts four areas of demand that marketers will need to satisfy: Now:   Consumers will want to interact anywhere at any time. Can I: They will want to do truly new things as disparate kinds of information (from financial accounts to data on physical activity) are deployed more effectively in ways that create value for them. For me:  They will expect all data stored about them to be targeted precisely to their needs…

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