Harvard Business Review on Social Commerce:
This month’s Harvard Business Review has a spotlight on social media and branding, with astand out article by McKinsey, based on a global study of 20,000 consumers. In a nutshell, the article argues that many brands are spending their marketing budgets in all the wrong places, based on an outmoded “funnel” marketing model – and proposes an evidence-based alternative.
The article by David C Edelman – McKinsey Global Digital Marketing Strategy, and entitled “Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places“ can be accessed here (pay-wall), but below you’ll find the speed summary, with implications for social commerce – we think it’s useful. And if you don’t have time for that, here’s the summary of the summaryCEPEA – Bin the funnel model of marketing, the… Lire la suite