What's a marketing ecosystem and what does it mean for marketers?

Discussions in Digital: Surveying the brand-building landscape

Building a brand in the digital age is forcing companies to innovate like never before. Read more > [https://podcasts.mckinsey.com:443/l?r=unknown&s=_unknown&i=6c633a3130303030316334713434636668706f65686e&he=68747470732533412532462532467777772e6d636b696e7365792e636f6d253246617373657473253246646f74636f6d2532466469676974616c2d64696e6e6572732532464d442d44697363757373696f6e732d696e2d4469676974616c2d537572766579696e672d7468652d6272616e642d6275696c64696e672d6c616e6473636170652e6d7033] [//podcasts.mckinsey.com/x/img/podcast.gif] [https://podcasts.mckinsey.com:443/l?r=unknown&s=_unknown&i=6c633a3130303030316334713434636668706f65686e&he=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]Listen to the podcast (duration: 19:09) > [https://podcasts.mckinsey.com:443/l?r=unknown&s=_unknown&i=6c633a3130303030316334713434636668706f65686e&he=253246253246706f6463617374732e6d636b696e7365792e636f6d253246706f6463617374253346706325334464697363696e64696769745f6974756e6573253236707525334468747470732532353341253235324625323532467777772e6d636b696e7365792e636f6d25323532466173736574732532353246646f74636f6d25323532466469676974616c2d64696e6e65727325323532464d442d44697363757373696f6e732d696e2d4469676974616c2d537572766579696e672d7468652d6272616e642d6275696c64696e672d6c616e6473636170652e6d7033253236706e25334444697363757373696f6e73253242696e2532424469676974616c2532353341253242537572766579696e672532427468652532426272616e642d6275696c64696e672532426c616e647363617065] [https://podcasts.mckinsey.com:443/iop.gif?r=unknown&s=_unknown&i=lc%3A100001c4q44cfhpoehn]

Discussions in Digital: Influencer marketing is ready for its close-up

Influencers—consumers who promote products to their followers on social media—are a new frontier for traditional marketers. Read more > [https://podcasts.mckinsey.com:443/l?r=unknown&s=_unknown&i=6c633a313030303031633471316e6663766637376b6a&he=68747470732533412532462532467777772e6d636b696e7365792e636f6d253246617373657473253246646f74636f6d2532466469676974616c2d64696e6e6572732532464d442d44697363757373696f6e732d696e2d4469676974616c2d496e666c75656e6365722d6d61726b6574696e672d69732d72656164792d666f722d6974732d636c6f73652d75702e6d7033] [//podcasts.mckinsey.com/x/img/podcast.gif] [https://podcasts.mckinsey.com:443/l?r=unknown&s=_unknown&i=6c633a313030303031633471316e6663766637376b6a&he=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]Listen to the podcast (duration: 23:34) > [https://podcasts.mckinsey.com:443/l?r=unknown&s=_unknown&i=6c633a313030303031633471316e6663766637376b6a&he=253246253246706f6463617374732e6d636b696e7365792e636f6d253246706f6463617374253346706325334464697363696e64696769745f6974756e6573253236707525334468747470732532353341253235324625323532467777772e6d636b696e7365792e636f6d25323532466173736574732532353246646f74636f6d25323532466469676974616c2d64696e6e65727325323532464d442d44697363757373696f6e732d696e2d4469676974616c2d496e666c75656e6365722d6d61726b6574696e672d69732d72656164792d666f722d6974732d636c6f73652d75702e6d7033253236706e25334444697363757373696f6e73253242696e2532424469676974616c2532353341253242496e666c75656e6365722532426d61726b6574696e6725324269732532427265616479253242666f72253242697473253242636c6f73652d7570] [https://podcasts.mckinsey.com:443/iop.gif?r=unknown&s=_unknown&i=lc%3A100001c4q1nfcvf77kj]

Coping with the new normal in marketing agency relationships

What capabilities should you develop internally and which should you outsource? Brian Gregg (McKinsey), Michael Miller (T-Mobile), Sarah Armstrong (McKinsey), and Dianne Esber (McKinsey) discuss.

What's a marketing ecosystem and what does it mean for marketers?

As digital ecosystems expand and the lines between sectors blur, marketers are re-thinking how to build value and their own roles. Brian Goffman (McKinsey, Brian Gregg (McKinsey), Dianne Esber (McKinsey), and Dave Morgan (Simulmedia) discuss.

Moving B2B companies into the digital world

Digital has already had a big impact on B2B companies. So where does the value lie?