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http://www.mckinseyquarterly.com/newsletters/chartfocus/2010_03.htm

March 2010 || **Share** || ||  ||  ||  || **Boosting sales with integrated online marketing**  Whether by receiving marketing e-mails, searching for products on the Web, or using mobile devices to find retail coupons, almost everyone now interacts constantly online with brands. This two-way information flow not only empowers consumers but also gives marketers new ways to influence them. Yet at most companies, digital marketing is an uncoordinated mess. To learn how they can achieve revenue increases of 10 to 20 percent by unifying the end-to-end customer experience, read our new article, “[|Four ways to get more value from digital marketing]” (March 2010). || ||
 * [[image:http://www.mckinseyquarterly.com/newsletters/image/logo_gradient.gif caption="McKinsey Quarterly" link="http://www.mckinseyquarterly.com/"]]||
 * Chart Focus Newsletter**



October 2009 [|The promise of multichannel retailing] In a year of doom and gloom for retailers, the continued emergence of online sales has been a bright spot. Why then do so few companies get true multichannel retailing right? July 2009 [|Managing beyond Web 2.0] Companies should prepare now for the day when Web 2.0 morphs into Web 3.0. || October 2008 [|How poor metrics undermine digital marketing] The Web is the most measurable medium in the history of marketing. Now all that’s left is figuring out how to measure it. (Premium Membership required) November 2007 [|Marketing with user-generated content] Marketers who let a thousand flowers bloom risk losing focus. || ||
 * <span style="font-family: Arial,Helvetica,sans-serif;">**Also of Interest**  ||

<span style="font-family: Arial,Helvetica,sans-serif;">**Did you miss last month’s Chart Focus?** <span style="font-family: Georgia,Times New Roman,Times,serif;">[|“The upturn—sooner rather than later?”] <span style="font-family: Arial,Helvetica,sans-serif; font-size: 11px;">Companies deciding whether to undertake acquisitions or capital projects should weigh the historical data on the timing of stock market recoveries—or risk missing the upside of the rebound. || ||

ht[|================================Four ways to get more value from digital marketingType in the content of your page here.]

=**Four ways to get more value from digital marketing**=

**Companies that make the deep strategic, organizational, and operational shifts required to become effective digital marketers can become more agile, more productive, and accelerate revenue growth.**
MARCH 2010 • David C. Edelman Source: [|Marketing & Sales Practice] 

In This Article
<span class="cHead" style="color: #444444; display: inline; font: normal normal bold 15px/normal georgia,serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">**Since the dawn** of the Internet, marketers have regarded it as a vast laboratory, launching experiment after experiment to crack the code that generates sales and customer loyalty. Not surprising, most have failed. Consumers adopted digital technology as they themselves saw fit, in the process fundamentally altering the way they make purchasing decisions.[|1] Companies that understand this evolution are now carefully moving digital interactivity toward the center of their marketing strategies, rethinking their priorities and budgets, and substantially reshaping their processes and skills.
 * [|****Exhibit 1:**** By coordinating the consumer’s end-to-end experience, companies could enjoy revenue increases of 10 to 20 percent.]
 * [|****Exhibit 2:**** Many companies now operate essentially as publishers and can beneﬁt from a disciplined content supply chain.]
 * [|****Exhibit 3:**** Marketers need a balanced portfolio of tools to spot trends and track customer behavior.]
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