With all the new social media strategies and channels available, marketers are feeling the stress of adding more to their plates. The problem is that marketers are struggling to add social media strategies on top of already stretched marketing budgets and lean staffs. The peanut butter is just being spread even thinner. So maybe it’s time to start thinking differently rather than just trying to add more.

In this Viewpoint, David Edelman of McKinsey & Company will explain the changes marketers need to make and give an example of what one company did.

Key Takeaways

• Marketers must stop adding more to their plates and start rethinking the mix.
• It’s not about advertising anymore; it’s about content and thinking of yourself as a publisher.
• Marketers need to create a scaled and disciplined content management process.
• Throughout the customer decision journey, marketing must coordinate all of the touch points between the company and the customer.