Mastering digital marketing
How can you take advantage of the rise of digital marketing?
Auteur(s) : David Edelman, Luke Collins
Éditeur : McKinsey
Date de parution : 2014
Résumé
Digital marketing is on the rise due to the increasing influence of the Internet and mobile applications on purchasing behavior. But how can you tackle this issue? Which pitfalls must you avoid? This article stresses the necessity to set up a true strategy for exploiting digital data, from selecting what information to collect to capitalizing on this data to turn it into a real driver of value creation.