“Demystifying Social Media” – A Useful Framework

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This article is a must read for those who want to stay ahead of the pack on the commercial application of social media. McKinsey notes that most firms are active in social, but few have a clear plan and spend is low. They put this down to a lack of understanding of the commercial applications […]

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The social network imperative for bank marketers

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Virtually all banking marketers will be active in social media this year, yet according to Accenture, most feel unprepared and are overwhelmed by the challenges and associated risks.  Targeting the uninitiated, this introductory piece provides guidance on how to be successful in “social”. The article top-lines the uses of social, the challenges and a method for […]

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Marketers going through the motions online – McKinsey Global Survey results

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McKinsey’s latest worldwide survey of marketing execs canvasses their views on digital marketing, but in staying focussed on the marketing view of things, misses the bigger point on the slow take-up of digital channels. According to the survey, after a decade working to integrate digital channels into marketing, the majority of mainstream (non-dotcom) companies are […]

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Your wireless wallet

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In September we saw the launch of Google Wallet, a mobile phone app that lets users make credit card payments, collect loyalty points and participate in sales promotions.  The launch is part of a fresh wave of development that is pushing Mobile commerce to new frontiers. In this short discussion, McKinsey’s Stephenson and David C. […]

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“How we see it”

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As a companion piece to “We’re all Marketers Now”, McKinsey interviews marketing leaders from AMEX, Virgin and Yahoo on marketing in the age of engagement. Virgin’s Ridgeway and Hayes from AMEX don’t offer much new here. But Duncan Watts, research scientist at Yahoo, is worth a read. Watts argues for a more scientific approach to […]

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