Thrive in our connected world

McKinsey on Marketing on the Social Web

An interesting article in the McKinsey Quarterly on Marketing in Web 2.0 (social web).

Bottom line, the social web is a SEO tool to drive traffic to your website (good example of GSK’s Ally). Article archived here.

McKinsey also continues to champion the idea that Web 2.0 is primarily an internal/partner collaborative communication tool (rather than marketing communication tool) that can be used to breakdown communication silos. In the world of marketing communications – McKinsey endorse the Sloan Center for Internet Retailing LEAD strategy (listen, experiment, apply, develop) for social media marketing.

Written by
Dr Paul Marsden
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Digital wellbeing covers the latest scientific research on the impact of digital technology on human wellbeing. Curated by psychologist Dr. Paul Marsden (@marsattacks). Sponsored by WPP agency SYZYGY.