Who'da Thunk It?

McKinsey Tells Big Marketers That They Are Just Soooooo Screwed

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As my colleague Popeye liked to say, "Well blow me down." According to a new report by McKinsey & Co., the consulting titan, the audience for traditional media is going down, the cost is shooting up and the online world isn't prepared to absorb the marketing dollars now being poured into the status quo.

Gee, what an interesting... scenario.

Ad Age asked, "What's a marketer to do?"

"CMOs have to step up to a larger role and question a host of historical assumptions of how marketing works," [McKinsey's Tom] French said. "They have to continue to build rich, robust and proprietary customer insights, but they have to do it from a bunch more sources."

No kidding? Wish I'd thought of that.
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