McKinsey Quarterly just published a report on "The Consumer Decision Journey" acknowledging the rise of two-way communications and a more complex marketing world.
Here's an excerpt:
"Our research showed that the proliferation of media and products requires marketers to find new ways to get their brands included in the initial-consideration set that consumers develop as they begin their decision journey. We also found that because of the shift away from one-way communication—from marketers to consumers—toward a two-way conversation, marketers need a more systematic way to satisfy customer demands and manage word-of-mouth. In addition, the research identified two different types of customer loyalty, challenging companies to reinvigorate their loyalty programs and the way they manage the customer experience."
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More on the importance of two-way messaging
McKinsey Quarterly just published a report on "The Consumer Decision Journey" acknowledging the rise of two-way communications and a more complex marketing world.
Here's an excerpt:
"Our research showed that the proliferation of media and products requires marketers to find new ways to get their brands included in the initial-consideration set that consumers develop as they begin their decision journey. We also found that because of the shift away from one-way communication—from marketers to consumers—toward a two-way conversation, marketers need a more systematic way to satisfy customer demands and manage word-of-mouth. In addition, the research identified two different types of customer loyalty, challenging companies to reinvigorate their loyalty programs and the way they manage the customer experience."
The link to read more:
http://www.mckinseyquarterly.com/The_consumer_decision_journey_2373#