McKinsey & Company's David Edelman shares his views of what it takes to master digital marketing in a new video interview.
Edelman thinks the days of "marketing campaigns" are over. Instead, each customer goes on a "journey" to find out about companies and brands. That journey includes many different touch points along the way, and a marketer needs to understand the need to "have something for everybody and use the data that you have about an individual in a particular moment."
Edelman says to master digital marketing, a marketer needs to priortize the data, get the right people from different functions to work together, and work on rapid cycle testing and learning.
One of the best ways to "test and learn," says Edelman, is "through small-scale pilots. Pick a small geography, a specific segment of customers, a few products -- a small-scale, contained base, and start with a test and learn to improve things within that. ... Start building that muscle before you scale more broadly.