McKinsey released new data this week in the study “Bullish on digital: McKinsey Global Survey results.” The top line takeaway is that more businesses are using digital technologies to engage customers.
However, take a look at the fourth line in the table below:
“Engaging customers through social-media channels before, during, or after a sale” — acquisition, preference, and retention. Could it be that “branded applications and games” — which have an almost identical level of adoption — are as good as social media at driving customers through the funnel?
I think not.
Social business still has a long way to go.