David Edelman, partner and co-leader of global digital marketing strategy at McKinsey & Company noted the importance of the “consumer decision journey” on Thursday at the North American CMO Conference in New York.
The “CDJ,” as Edelman put it, is about turning in-store loyalists into brand advocates using digital technology. He added some businesses have a “discontinuity” with what's online versus what's in stores, which is why brands need to “turn shoppers' journey into an integrated loop.”
He cited LG Electronics' TV launch from 2010 as an example of a successful digital marketing strategy. McKinsey's research showed that the digital space influences buyers more than anything else on purchasing decisions, and 64% of consumers use Amazon.com for their online purchases.
After reviewing the data, LG put money into Amazon, and also launched an initiative where shoppers could text a number to get instant feedback and information on the TV they were thinking about buying.
He also spoke about how all businesses are “publishers” and “media companies” today because consumers want content about brands, especially in the social media space. He added that companies should not work on the infrastructure of a website or digital platform for a long time because an “outsourced cloud solution can be up within a month.”
Engaging with consumers on a local level through digital marketing is also an important key to success, Edelman explained. He said Outback Steakhouse kicked off a promotion on its website where fans could sign-in with their email addresses and ZIP codes to win a free “Bloomin' Onion” at a nearby restaurant. Within five weeks, more than 670,000 people signed-up around the country, giving Outback direct access to consumers through their email addresses.
At the end of Edelman's panel, he said every organization today, on both the brand and the corporate side, should have a digital role in content and engagement.