March 7

Inventing the Future

Thursday’s Big Idea

Disruptive Technology

Business in the 21st century increasingly depends on the ability to market to consumers in the digital, mobile and social realms, and yet, marketing is barely keeping up. The old way of engaging consumers doesn't work any more, if it ever worked in the first place.

This old process is known as the funnel model, which involves a customer learning about a product and walking down a linear path from their to the cash register. Purchasing decisions simply don't happen that way any more. Customers can learn about products at any point. The good news for marketers is that customers can be engaged earlier than ever before. They can also be engaged at a much cheaper price than ever before.

In today's lesson, David Edelman, Partner at McKinsey and Company, argues for a new marketing model for the 21st century, which he calls the "consumer decision journey." 

  1. 1 How You Decide What To Buy Online
  2. 2 What Twitter Can Teach You About ...
  3. 3 Everything a Company Does Is "Mar...
  4. 4 Alain de Botton: Imagining Advert...
   
  1. How You Decide What To Buy Online

    How You Decide What To Buy Online

    Consumers are no longer engaged in the linear model of traditional marketing, but through a cycle, indeed a journey, across digital, mobile and social platforms. 

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  2. What Twitter Can Teach You About Your Dysfunctional Business

    What Twitter Can Teach You About Your Dysfunctional Business

    Companies need to be social to be successful. This is a key insight in Maddie Grant's book Humanize: How People-Centric Organizations Succeed in a Social World, which argues that the principles underlying social media’s growth can be applied to the way we lead and manage organizations.

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  3. Everything a Company Does Is "Marketing"

    Everything a Company Does Is "Marketing"

    Making something great is the best marketing you’ll ever have. Once that's done, just share everything you know to get the word out.

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  4. Alain de Botton: Imagining Advertisements for Things We Really Need

    Alain de Botton: Imagining Advertisements for Things We Really Need

    What if advertising could be used for things that we really do need? Alain de Botton imagines what a world would look like if the tools of advertising could be used to nudge us to be the best of ourselves.

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