Understanding Social Media: The Consumer Decision Journey

McKinsey & Company

The consumer decision journey is more complex than ever. Maybe social media can be used at different stages of the journey so companies can learn more about their customers and help build brand loyalty?

In this video, Roxane Divol, David Edelman, and David Court of McKinsey & Company, Inc. outline how by aligning social media initiatives to different points of the consumer decision journey, companies can generate direct revenue and deliver customers with extraordinary brand experiences.

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This video is part of the McKinsey Making Sense of Social Media series – watch the other videos below:

Understanding Social Media: The Phenomenon
Understanding Social Media: The Opportunity
Understanding Social Media: The Consumer Decision Journey
Understanding Social Media: The Management Challenge

 

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