The McKinsey Quarterly

mobile revolution article, Web-centric computing, Digital Marketing

April 2011 

How new Internet standards will finally deliver a mobile revolution

As the Web experience evolves, smartphones may soon live up to their name, and every business’s mobile strategy will grow in importance.

Recent Thinking

The Archive

2010

  • November 2010 

    Beyond paid media: Marketing’s new vocabulary

    Changes to the way consumers perceive and absorb marketing messages will force marketers to change not only their thinking but also the way they allocate spending and organize operations.

    Includes: Audio

  • September 2010 

    Riding Asia’s digital tiger

    Asia is the world’s hottest area of Internet growth, but the dynamics on the ground vary widely by nation.

  • June 2010 

    The global grid

    The global economy is becoming increasingly interconnected, and innovative businesses are harnessing the power of this network.

  • June 2010 

    Unlocking the elusive potential of social networks

    To realize the marketing potential of virtual activities, you have to make them truly useful for consumers.

  • April 2010 

    A new way to measure word-of-mouth marketing

    Assessing its impact as well as its volume will help companies take better advantage of buzz.

    Includes: Audio

  • March 2010 

    China’s Internet obsession

    People in the country’s 60 largest cities spend 70 percent of their leisure time online. Seismic changes in the consumer market are likely as a result.

  • March 2010 

    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.

2009

  • 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.

2008

2007

2006

  • August 2006 

    A reality check for online advertising

    A rising demand for online ad vehicles could surpass supply in the near term.

  • June 2006 

    Profiting from Proliferation

    An explosion of new customer segments, sales and service channels, media, and brands is challenging marketers to reinvent themselves so they can simultaneously prioritize opportunities in a more sophisticated way and increase the consistency and coordination of their marketing execution.

    Includes: Audio

2004

  • November 2004 

    Marketing to teens online

    Better information is needed to help media companies understand this fast-changing market.

2002

2001

  • November 2001 

    Reversing the digital slide

    The traditional models of the incumbent media companies failed them on-line. Success will require innovative models managed with familiar techniques—such as a focus on efficiency and financial returns.

  • October 2001 

    Building trust on-line

    Marketers can build mutually valuable relationships with customers through a trust-based collaboration process.

  • October 2001 

    What went wrong for on-line media?

    In retrospect, most advertising-based Web sites were doomed from the start.

  • August 2001 

    Simplifying Web segmentation

    Life stage segmentation—long an effective off-line technique—can be a powerful, cheap, and easy-to-use tool for mass-market B2Cs.

  • June 2001 

    Getting prices right on the Web

    Two widely disparate approaches to pricing have dominated the sale of goods and services on the Internet.

2000

  • November 2000 

    Marketing lessons from e-failures

    What marketing knowledge is specific to launching an e-business? Knowing when you can and can't cut corners, knowing what you have to know, and knowing that you don't have to know everything before the launch.

  • November 2000 

    Segmenting the e-market

    Trying to span all segments with a single offer won’t work. E-marketers should cultivate core-segment customers who buy items of greater than average value.

  • November 2000 

    Virtual pricing

    E-business practitioners accept discouraging assumptions about the nature of pricing on the Internet. Yet the Net could be a pricer’s paradise.

  • May 2000 

    Building digital brands

    On the World Wide Web, the brand is the experience and the experience is the brand.

1997

  • August 1997 

    The real impact of Internet advertising

    Will the Internet have as big an impact on advertising as radio and television did? Most marketing executives say no. Here’s why they are wrong.

  • February 1997 

    Net Gain: Expanding markets through virtual communities

    Virtual communities will fundamentally change how companies develop, price, and promote their products. Marketers that “get it” will encourage community members to communicate with them and each other. The purpose of advertising will shift from building awareness to selling. There will be new levels of loyalty and disloyalty.

1996

  • November 1996 

    Organizing for digital marketing

    The lessons learned by the pioneers who launched initiatives on the Web suggest ways for other marketers to decide how best to organize themselves to reach the digital consumer.

  • May 1996 

    Marketing to the digital consumer

    Many companies are waking up to the potential of the interactive consumer market.

  • May 1996 

    Marketing to the digital consumer (OL)

    Not only are the numbers of users of on-line and Internet services soaring, but the majority of people who subscribe make particularly good marketing targets.

1995

New In:

© Copyright 1992-2012 McKinsey & Company

Embed E-mail