DISRUPTION! DIGITAL MARKETING FRAMEWORK

More and more people uses mobile devices. In the Philippines alone, 73 Million out of 108.8 Million population uses internet and are active in social media. Furthermore, a whopping 173.2 mobile phones area connected, which 173% of the Philippines populations.

This is why companies have been including digital technologies in their strategic plans. They realize the change in the trend of how people consume media from traditional medium to mobile and online outlets.

However, as more companies pursue and highlight digital technology for marketing strategies, many seems to lost track of the crucial factor in converting the brand awareness into sales. As per David Edelman, Partner and Global Co-Leader of McKinsey Digital, Marketing & Sales, despite the push of companies of using digital technologies, some of these companies may have forgotten what are important to the customers.

These important things are the immediacy and journey or if I will sum it up , customer experience. This what the customer encounter from seeing the ad, filling out the necessary forms, purchase and use.

Figure 1: Example from the slideshare presentation of David Edelman.

David Edelman suggests that for companies and marketers improve their conversion rate they should shape the journey of the customers by applying the following.

1. Real-Time Automation

2. In-The-Moment Interaction

3. Proactive Intelligence

4. Engagement Innovation

Below is the full video presentation of David Edelman.