INSIGHTS

  Companies that harness word-of-mouth effects, emphasize in-store execution, and get their brands onto shoppers’ short lists for initial consideration are more likely to capture the loyalty of emerging-market consumers. SEPTEMBER 2012 • Yuval Atsmon, Jean-Frederic Kuentz, and Jeongmin Seong Source: Marketing & Sales Practice     As the rapid growth of emerging markets gives millions of consumers new...

You can’t spend wisely unless you understand marketing’s full impact. Here are five questions executives should ask to help maximize the bang for their bucks. MAY 2012 • David Court, Jonathan Gordon, and Jesko Perrey Source: Marketing & Sales Practice, McKinsey   The number and strength of such competing pressures has been growing. Seven years ago, when digital advertising was still in its infancy and long before social media...

As the marketing power of social media grows, it no longer makes sense to treat it as an experiment. Here’s how senior leaders can harness social media to shape consumer decision making in predictable ways. APRIL 2012 • Roxane Divol, David Edelman, and Hugo Sarrazin Source: Marketing & Sales Practice, McKinsey Executives certainly know what social media is. After all, if Facebook users constituted a country, it would be the world’s...

McKinsey, December 2011  John Battelle, the founder and executive chairman of Federated Media Publishing, explains in this interview what it means to understand content not as a constellation of sites, but as a system of conversations – and looks at the implications for marketers. Marketers need to become engagement publishers "There's a yin and the yang of the Internet – a circulatory effect between Facebook or Twitter or Google,...

Few companies are clear about how investing in social initiatives will change stakeholder behavior or the harm a bad strategy can cause. DECEMBER 2011 • CB Bhattacharya, Daniel Korschun, and Sankar Sen Now that stakeholders—including consumers, investors, and employees—pay increasing attention to the social and environmental footprints of business, corporate-responsibility efforts have moved into uncharted management territory. We see companies...