Key Insights: The new consumer decision journey

Key Insights: The new consumer decision journey

  • Broadcast: Thursday 28 January 2016
  • David Edelman

The surge of digital technologies has created customers so skilled in their use of tools and information that they could chase down what they wanted, when they wanted, at a rock-bottom price. For much of this time, companies have been reacting to customers, trying to anticipate their next move and position themselves in customers’ paths as they navigated the “decision journey” from consideration to purchase.

Through the use of emerging digital technologies, processes, and organisational structures, however, companies are restoring the balance of power to create new value for brands and customers alike. Rather than reacting to journeys that customers "control", brands are shaping the journeys customers take, leading, rather than following them along the path. Marketers are increasingly managing journeys as they would any product, and competing on the strength of the journey itself. Journeys are becoming paramount to the customer experience of a brand, and as important as products as a source of competitive advantage.

In this webinar, David Edelman of McKinsey & Company will discuss the latest technologies and capabilities leading digital marketers are developing to deliver ground-breaking customer journeys.

About the Speaker

David Edelman
David Edelman Partner and Global Co-leader of Digital Marketing and Sales, McKinsey & Company

David is a global leader of McKinsey's Digital Marketing and Sales Practices. For more than 20 years, David has helped business leaders manage the strategy, organisation, and infrastructure transformations that improve performance and drive growth. Working closely with McKinsey's designers, developers and data analysts (including McKinsey Digital Labs), he has helped companies develop revealing insights into customer decision journeys and implement new customer experience programs that increase revenue. David is also a Marketing Influencer on LinkedIn. He was previously with Digitas, a market-leading digital agency, and was a partner with The Boston Consulting Group. He is based in Boston.

David Edelman Partner and Global Co-leader of Digital Marketing and Sales McKinsey & Company
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