Want to know where marketing is really headed? Take a look into the future with McKinsey & Company as they explore what they refer to as "on-demand marketing." In a predictive article for McKinsey Quarterly, Peter Dahlstrom and David Edelman suggest that there will be four emerging areas of consumer demands in the next several years:
- Now: "Consumers will want to interact anywhere at any time."
- Can I: "They will want to do truly new things."
- For me: "They will expect all data stored about them to be targeted precisely to their needs or used to personalize what they experience."
- Simply: "They will expect all interactions to be easy."
Dahlstrom and Edelman write that "most of the technologies needed to make this scenario happen are available now." They suggest companies that want to take advantage of on-demand marketing need "three distinct data lenses" --
- Telescope: "A clear view of the broad trends in your market, category, and brand is essential."
- Binoculars: "...companies will need to push every customer-facing function to work together and form an integrated view of consumer decision journeys. "
- Microscope: "...few marketers (or even line executives) have stepped back and pulled their teams together to work through the scenarios and customer-data models they will now need to build."
Fascinating insights from a renowned consulting firm. Are you ready for "on-demand marketing"?