For companies to be successful today, they have to plan for customer journeys not just customer experiences. In the digital age where engaging with customers across the entire purchase process, the experience with the brand can as important - if not more so - than the product itself. The best companies are aligned on their customer journey strategy, are truly omnichannel, get and keep the right talent, know what their return on marketing investment is, have campaigns tailored to their customers, and are agile. David Edelman made this presentation at the Financial Times Future of Marketing Summit.

1. David Edelman
Financial Times Future of Marketing Summit

2. 2

3. 3
Influenced by online research
and prior product sampling/trial
Brands
Influenced by friends, suggestions
and reading materials on benefits
Brands Added
Decision based on information
learned before shopping
Brands Evaluated
Engages with their brand after their
initial purchase, retaining relationship
Consumer Enjoyment
Purchases and promotes only
the brand and it’s products
Loyalty

4. 4

5. 5
70%10%
0% 100%
Best in class
Bottom quartile
No agreement on platforms and messages;
so we have many fragmented efforts
ALIGNMENT
What percent of our senior marketing
managers can articulate the performance
goals for our top five digital KPIs?

6. 6
What percent of your marketing
programs have online and offline
components?
Digital silos in social vs. display vs. search
Conflicts between marketing vs.
customer service vs. PR vs. Legal
Rivalry among BUs for control
COORDINATION
80%10%
0% 100%
Best in class
Bottom quartile

7. 7
How long does it take to fill a
director-level position in a digital
group once it is posted
externally?1
The best talent goes to agencies or start-ups
ACCESS TO TALENT
3 months1+year
Best in class
Bottom quartile
1 Reporting to a functional lead in your digital marketing group

8. 1 Reporting to a functional lead in your digital marketing group8
For what percent of your digital
spend can the impact be directly
measured with an ROI?
We can’t measure the ROI of digital, so we can’t
shift money from traditional media
BUDGETING
85%10%
0% 100%
Best in class
Bottom quartile

9. What percent of your digital customer
interactions are targeted/personalized?
In TV, one ad reaches 100 million consumers; in
digital, 100 creative treatments each may reach
10% of that audience
TARGETING
What percent of your
campaigns include test cells?
80%0%
70%None
0% 100%
Best in class
Bottom quartile

10. 10
What percentage of your digital
campaign budget can be re-
allocated during a campaign?
Once we plan a marketing cycle, resources are
locked in
FLEXIBILITY
1 day1 month
How much time does it take to get and react
to digital campaign performance data and
appropriately adjust the campaign
(e.g., modifying, re-scheduling, canceling)?
80%50%
0% 100%
Best in class
Bottom quartile

11. Cross-functional alignment:
on CDJ, on digital strategy, on goals1
Project management support
with engaged Executive Steering Committee2
Talent development and recruitment imperative:
analytics, experiential design, mindset evolution3
Responsive flexibility:
to the market, to results, and to evolution of customers4
Test and learn:
relentlessly part of the operational DNA, cultural shift5
11

12. How should we articulate, measure, and enforce the
standards of a digital brand experience?
Brand
steward
Execution
supporter
Facilitator
External
connector
Talent
developer
Are there shared services that all agree would be
truly globally scalable?
Are there more cost-effective ways to fund, pilot and
propagate best practices, training, and consistent
approaches across the enterprise?
Is there value to having a central scout that scans
externally for new technologies, partners,
approaches, and seeds them back into the business?
How do we help the enterprise retain and
attract the right talent?
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13. 13
Staying Connected
Global Co-Leader, Digital Marketing Strategy Practice
David_Edelman@mckinsey.com @davidedelman
Follow me on LinkedIn’s Social Media Channel to learn
more about social media, big data and analytics, and consumer research
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