Centro de Documentacion de Fundación MAPFRE

MAP20150007599

How Google breaks through / Lorraine Twohill

Sumario: Lorraine Twohill, Google's senior vice president of global marketing, describes what has and hasn't changed for marketers trying to connect with customers -- Has marketing changed fundamentally since the first golden age? -- What does the digital side allow you to do that you couldn't do before? -- How so? -- How do you approach the messaging and the storytelling, especially given the challenges of proliferation? How do you break through the clutter? -- That's interesting; we've also identified substance as one of the leading elements of marketing's new golden agealong with science, storytelling, speed, and simplicity -- Toothbrush problems? -- Would you say, as well, that achieving the best customer experience means not only getting better at telling stories to the customer, but also getting better at listening? -- And yet, there is still room for disagreement and creative judgment -- How do you make sure your marketers stay in touch with prevailing trends? -- It's a smaller world -- What's it like working with engineers?

En: The McKinsey Quartely. - February 2015 ; [6 ] p

1. Google . 2. Marketing . 3. Atención al cliente . 4. Conectividad . 5. Servicio al cliente . 6. Marketing estratégico . 7. Comportamiento del consumidor . 8. Evolución tecnológica . I. McKinsey & Company .