Social Commerce

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.


Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

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