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Marketing to Digital Consumer

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ONLINE MARKETING

MARKETING TO THE DIGITAL CONSUMER
Let’s admit it: most Web sites are duds The task is to attract and engage, not to price and promote Relating to “chiliheads” Should your online marketing be a separate unit?

Alexa Kierzkowski • Shayne McQuade Robert Waitman • Michael Zeisser

T

of interactive media such as online services and the World Wide Web has taken many consumer marketers by surprise. While some marketers are still wondering what to do and how to do it, others are moving forward – but oƒten with mixed success.
HE RAPID DEVELOPMENT

Our recent analysis of 95 Fortune 500 consumer marketing companies with product or service-related Web sites reveals that consumer marketers fall far short of leveraging the full capabilities of interactive media. While over 90 percent of all the digital marketing applications examined provided product or service information and featured basic e-mail capabilities, only about half oƒfered links to other sites and non-product-related content, and fewer than half provided any sort of interactive content, such as a game or a diagnostic requiring some user input. Most revealingly, only a handful of the examined sites made an eƒfort to seriously collect information about their users, and fewer than 5 percent provided an opportunity to allow user-to-user communications, a unique – and one of the most popular – characteristics of interactive media.
Alexa Kierzkowski, Shayne McQuade, Robert Waitman, and Michael Zeisser are consultants in McKinsey’s New York oƒfice. Copyright © 1996 McKinsey & Company. All rights reserved.

THE McKINSEY QUARTERLY 1996 NUMBER 3

5

MARKETING TO THE DIGITAL CONSUMER

Most consumer marketers therefore still approach interactive media through the static, one-way, mass-market broadcast model of traditional media. The results of such an approach are uninspiring applications...

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