mckinsey on the era of ‘on demand’ marketing

McKinsey Quarterly has published an excellent article on the coming era of ‘on-demand’ marketing, with their thinking perfectly aligned with the strategic work I’ve been doing with a number of forward thinking clients B2C and B2C clients over the past year or so.

The article makes a compelling argument for marketing activities that are not just “always on”, but also “always relevant, responsive to the consumer’s desire for marketing that cuts through the noise with pinpoint delivery”.

Consumers, state McKinsey, are beginning to demand:

  • interaction anywhere at anytime
  • the ability to do “new things” that create value for them
  • data driven targeting that personalises their experience (see my recent post on this here)
  • simple interactions

The article goes on to describe how, to get this right, brands need to:

  • focus on assisting the consumer journey
  • generate and make smart use of data
  • deliver new skills and joined up processes, across business functions

McKinsey concludes by stating that, “The forces enabling consumers to expect fulfillment on demand are unstoppable. Across the entire consumer decision journey, every touch is a brand experience, and those touches just keep multiplying in number.”

The McKinsey article is definitely worth a read: