| McKinsey Classics | November 2019 |
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| Today’s consumers are demanding. They insist on interacting with companies anywhere, anytime; they want different kinds of information combined to help them do new things; they expect companies to personalize offers to meet their needs; and they demand easy interactions. How can marketing organizations keep up? “The coming era of ‘on-demand’ marketing” (2013) surveys the evolving landscape and highlights implications for leaders, particularly when it comes to customer experience, design thinking, and data strategy.
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| While some of the more futuristic concepts have not come to pass yet, on-demand marketing is clearly emerging. To deliver solid brand experiences across the consumer decision journey, executive teams must rethink the role and structure of the marketing organization and how it engages with other functions. Indeed, keeping pace with on-demand customers is much more than a marketing issue—it will be a crucial basis for future competitive advantage. As the holiday shopping season approaches, read this classic article to learn more about a future that’s unfolding now.
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| Did You Miss Our Previous McKinsey Classics? |
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| To find out how your business can adopt a leadership model suited to the new economy, read our 2009 classic “Unlocking the potential of frontline managers.” |
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