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Consumers are moving outside the purchasing funnel—changing the
way they research and buy your products. If your marketing hasn’t changed in response, it should. A McKinsey Quarterly article.
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Scooped by Farid Mheir |
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Just realized that I never got around to sharing this most important paper from McKinsey. It is important for anyone concerned with digital transformation because it highlights how digital transforms the way we do things, not just how we do things.
For example, eCommerce has not only made catalog ordering faster by providing us with a browser on the Internet as opposed to a paper ordering form that must be mailed or faxed in to the retailer office. eCommerce has transformed the way we purchase digital goods such as music and travel, allowing social integration with reviews, comments and suggestions.
McKinsey highlights here how different the process is and moving us away from the funnel metaphor to a never-ending loop that, if all goes well, builds on itself and grows.
Part of the essential reads one must make to understand digital transformation.
Also read:
Interactive tool from Google provides insight into “The Customer Journey to Online Purchase" via @google http://sco.lt/4s8QVd