McKinsey Report: Hello social. Goodbye homepage.

A new report from McKinsey predicts that mobile and social will replace the homepage as the mainstay of digital communications within four years. It also suggests that digital is helping businesses to form more collaborative relationships with consumers – a step closer to social business.

Of the marketing executives surveyed, more than 50%  believe digital communications provide new ways to interact and serve customers and 30% believe they can reach new consumers.



The key takeouts for me are:

Goodbye homepage, hello social media and mobile

Currently, 78% of those surveyed used the company homepage as the keystone of digital marketing. However, over the next 4 years, this will drop to a mere 28%.  It is replaced by a huge rise in the use of mobile applications (from 11% to 48%) and social media sites will be used in 48% of occasions. This is supported by research from Econsultancy, which says that brands believe mobile is going to have a very significant effect on their social media plans for 2012.

Reputation management got harder

The report also suggests the big challenge for marketing executives is managing reputation and brand health in an age of social media. I totally agree and say more about this in on a recent blog about online crisis management.

Social business insights are missing

There is a general recognition that the digital world provides a wealth of deep consumer insights. This is especially true with social media – which provides real-time, location-based insights directly from the customer. But there exists an analytical skills gap within the industry.

Doing it in-house

Half of those surveyed said creating social media content and services should be provided in-house.  This is something that we have recognised at my social media consultancy and which is why we provide mentoring services to work alongside in-house teams.

Additional data covering the challenge of measurement and data analysis can be found in this McKinsey Slideshare.


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