The McKinsey and Company

The mentioned firm chiefly researches on market fundamentals as it associate with particular industries as well as offer special service to a good number of organizations. However, with the increasing number of organizations that are establishing within the management consulting industry, the competition between the organizations has got highly enhanced. In order to deal with the highly competitive market, in the following paragraphs, development of an integrated digital communications strategy for McKinsey and Company using specific digital approaches to acquiring and converting new customers will be conducted.

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

1MARKETING
Introduction
The McKinsey and Company refers to an American worldwide management consulting
firm. The mentioned firm chiefly researches on market fundamentals as it associate with
particular industries as well as offer special service to a good number of organizations. The
organization is well-reputed in the business consultancy industry. The current workforce of the
McKinsey organization includes approximately 27,000 employees (Felix Rauschnabel, Hinsch
2017). However, with the increasing number of organizations that are establishing within the
management consulting industry, the competition between the organizations has got highly
enhanced. In order to deal with the highly competitive market, in the following paragraphs,
development of an integrated digital communications strategy for McKinsey and Company using
specific digital approaches to acquiring and converting new customers will be conducted. The
chief purpose of this assignment is to ensure increment in the yearly revenue as well as
competitive advantages of the organization.
Note: This is the chosen organization which I want to be engaged with in the future.
Section 1: Challenges and purposes
Challenges
Issues related to Business Setting Challenges faced by McKinsey
1. Consumers are found to trust peer
opinion over massages provided by the
marketers.
According to a recent survey, more than 76
.3 percentage of the consumers believe the
information obtained from social media
sites are more reliable compared to the
advertisements, and campaigns performed
by organizations (Uhl and Gollenia 2016).
Considering the fact that delivering social
value proposition across all o the channels used
by the consumers for influencing their
purchasing decisions as well as building their
trust, increasing the conversation along with
increasing their strength.
2. New traffic is decreasing
in domain of business consultancy (Quinn et
al., 2016). For instance, 53 % of customers
in future will require enterprises in
consultancies to aid their achievement as well
as market operations by means of tangible
reports or evidence for instance, videos,
concrete business portfolios etc.
Introducing strategic outline of the approaches
to satisfy the customers by keeping accordance
with the latter are specification most
appropriately.
3. The chief concern mentioned by almost
40 percent of the organizations was the
specter of the increased competition.
All the respondents from the
management consulting firms as well as
all professional services react similarly.
According to the survey, 12 percent of the
popular management consulting organization
lacked the popularity they are capable to
Mckinsey needs to implement an effective
strategy in order to showcase their quality of
work to the organizations along with
demonstrating effective skills. Along with this
it is highly required for the Mckinsey
organization to provide its clients with superior
quality of work.

2MARKETING
achieve due to lack of promotional techniques
(Boyles 2016).
4. Demand for location-based service is
increasing rapidly.
 Nine in 10 mobile Wifi users are more
interested in location-aware tools
 20 percent of the search quarries
include localized intent (Chaffey and
Ellis-Chadwick2019)
McKinglsey needs to develop relevant content
as well as services which can be delivered to
the consumers in response to their activates
that are location bard either via mobile or via
online touchpoints
5. A good number of new legislations are
being implemented in the Business
management consultancy organizations
in response to the global environmental
targets (Sexton 2015).
Mckinsey must build awareness in the market
of sustainable offers so that businesses can
gain market shares in the new green market
being created
6. Majority of the management consultant
organization are found to be lacking
coordination due to lack of effective
internal communication facility within
the organization. This often results in
delayed submission of the project to the
client. More than 20 percent of the
management consultant organization is
found to be suffering from a lack of
effective communication (Boyles 2016)
Mc Kinsey must implement novel
measures to counter decreasing strategic
assurance in its market, especially in Britain
(Quinn et al., 2016).
As such, the company can combat this
specific challenge through having
appropriate measures addressing common
concerns as determined by the market and
consequently
develop as improved market-aligned or
particular market.
Priorities identified
1. Challenge 1: The misplaced linkages on the management levels exhibit major areas of
inconsistencies in the business. This is particularly the consequence of misplaced links
observed in networks which show defective lines. Factors related to disruption, defiance,
non-compliance are issues caused due to errors in communication tactics. Thus, proper
endeavors must be taken for improving communication lines in McKinsey in order to
guarantee coordination of all activities.
2. Challenge 2: Mackingsey needs to have the efficiency of delivering the social value
proposition. Effective promotional techniques need to be implemented in order to ensure
effective delivery of social value proposition.
3. Challenge 3: Mckinsey needs to implement an effective strategy in order to showcase
their quality of work to the organizations along with demonstrating effective skills. For
this, the management needs to showcase its demo version of work in their online official
website and promote their service through popular social media. Not only this, the
popular business firms with whom Mckingsey have already work should also be involved
while promoting their service to the potential consumers.
1b. Objectives

3MARKETING
Objective 1:
To develop an online portal for the consumer where the consumer can browse through different
services and products along with the organisational details. The portal will also show the offer
details and special discounts for loyal consumers. The incorporation of this system should be
done by by at least 95 percent over the next 6 months. To enhance consumer retention as well as
an extension by converting 30 percent of the business consumers base into active use.
 Potential impact: Enhancement of revenue by at least 6 million pounds by the end of the
6 months due to enhanced repeated purchase. A rise of 10 percent would yield an
additional increment of the mentioned organization by at least 6 million pounds per
 Action risks: Requires efficient support of technology as well as efficient human
resource.
 Inaction risks: Each consumer represents an investment the acquisition in the diminished
market paying an inflated amount for acquiring new consumers is a major threat.
Objective 2:
To build as well as retain the trust by using real-time 24x7 consumer support in consumer portal
for high quality work by incorporating text message and audio call based support system thus
retain the consumer base to increase the number of the consumer as well as consumer lifetime
value by effective social media marketing by at least 10 percent within the coming 5 months.
 Potential impact: An increment in the revenue by 4 million pounds in the following 5
months.
 Action risks: Employees should know about efficient social media marketing. Strategies
with directly communicating with the clients and posting interesting videos and
achievements of the organization in social media should be actively done.
 Inaction risks: losing the “first mover” advantage of exploiting the local digital marketing
opportunity.
Objective 3:
To enhance the percentage of incoming traffic in the organisational website through using
hyperlink based pay per click advertisement and social media based advertisement that can
eventually increase the SEO. From 6 percentage of the online total to 15 percentages of incoming
traffic should be increased at an average gross margin of 31 percentages within 12 months.
Potential impact: Increment in incoming traffic with potentiality to have additional 5 million
annual revenue
Action risks: From the external business analysis, it has been detected that few local
organizations easily access when comes to direct response management initiatives
Inaction risks: Mckingsey will lose the first-mover advantage of exploiting local digital
marketing opportunities.
New marketing objectives identified

4MARKETING
1. Enhancing the number of consumers by social media marketing by 10 percent in the coming 5
months.
2. Enhancing the sales revenue by 15 percent within 12months.
3. Developing the efficiency to retain the existing consumers by converting 30 percent of the
business consumer’s base into active use by the next 6 months.
Section 2: Techniques and requirements
2a. Analysis
Each of the digital marketing networks that are used by Mckingsey is criqued against the priority
challenges as well as the industry best practice.
Website
The Mckingsey possess an official website page which lacked regular and efficient content
management system. In order to deal with the issue, the organization has recently invested in an
effective content management system in order to attract more consumers as well as to ensure
cost-effectiveness. The new content management system provides the mentioned company with
the infrastructure where content can be provided by several individuals at a time. While the
content of the official page is kept up to date, the current issue faced by the organization is
broken links as well as missing pages. The wage page is well laid and offers the visitors with
consistent as well as high-quality imaginary. The contact information, as well as early booking
options, are provided on the web page as well. The organization also uses cookies to track a good
number of information from the website visitors that include their credit card details as well as
recently viewed deals. However, the website does not personalize website content by these
cookies in future visits.
Another major issue of the current official website of the Mckinsey organization includes lack of
information associated with its contractual policies, insurance system, and service details. In
order to attract clients, the website of the organization is made visually attractive with lots of
visual effects along with detailed information about the organization along with its service
details. However, the above mentioned crucial information is lacking. Not only this, there is no
mention of the achievements of the organization in their official website. Nor is there any demo
version of their work that has the potential to attract the clients
Internal network
Currently, the organization uses the intranet systems in order to communicate internally. The
intranet used is private an secure. The chief reason behind using the intranet technology is to
peed of effective communication so that the tasks can be delivered to the clients within the
stipulated deadline. However in spite of the intranet connection, the Mckinsey organization is
facing difficulties in order to deal with the issue of late submission of tasks to the client. This
problem is taking place since instead of star internet, the organization is following the
hierarchical intranet connection. Since the hierarchical model is used by the organization,

5MARKETING
delivering a piece of information to the upper management becomes highly tie taking which in
turn cause delayed the report. The executives, particularly at the top level of the managerial
hierarchy are in the habit of delegating the handling of information, including mail to their
secretaries.
Mobile
Currently the Mckinsey organization does not possess a mobile-optimized website. While the
official website of the organization can be reached by the potential or existing clients via mobile
services, navigation is problematic and with substantial amount of information provided through
the website, the user must increase the screen size to read the content. The website lacks proper
navigation due to improper optimization. Considering the fact, clients may check the profile of
Mckinsey on the go, the organization must implement an effective mobile-optimized website.
This will help the organization to deal with the high completion since more will be the number of
visitor more will be the potential to attract the consumers.
Social media
The Mckinglsey organization posses a Facebook, Twitter, Instagram as well as Youtube account.
In the social media platforms, details of the tasks done by the mentioned organization along with
the link of their official website are provided. However, the organization lacks effective and
interesting contents. Regardless of the fact that the social media domains offer periodic insights
regarding Mckinsey’s business operations, regular updates of the content given on social media
platforms are misplaced.
Facebook
Currently, the organization possesses over 500 followers. However, if compared to its
competitors it can be seen that the organization is lagging in the number of followers. Besides
that, the organization currently does not possess regular communication with the existing as well
as potential consumers. However, the immediate 2 pr 3 days of posting a new video pr content
evidence increment in likes and comment by 56 percent (Sachinuppal.files.wordpress.com 2018).
However, the majority of the query and comments performed by the users are left not replied.
Twitter
The Twitter account of McKinsey currently possesses over 400 followers. Between September
2015 and August 2016, McKinsey experienced an upsurge of around 12.4% in followers’ base in
comparison to the former year (mckinsey.com, 2019). The total number of McKinsey Tweets has
increased by 2% YOY.
Youtube
Mckinsey joined Youtube in the year 2007. Unlike the other social media platforms, the
organization is more active in you tube. The total number of subscribers that McKinsey and
Company posses are 67 K. More than 300 videos have been uploaded by McKinsey in You tube
(Sachinuppal.files.wordpress.com 2018). The chief aim of the management includes showcasing
their achievements to potential clients in order to enhance the number of clients.

6MARKETING
Search Engine Optimisation (SEO)
The Mckinsey and Company does not possess to operate using PPC currently. As per statistics,
normal search results estimated for around 83% of selections (mckinsey.com, 2019). According
to Google Analytics, demonstrate that the major proportion of normal congestion to the
McKinsey website generates brand search terms in comparison to non–registered keywords. The
restricted effort is provided in order to search engine optimization. The performance for SEO
could be upgraded by concentrating principally on non-registered terms. Tests performed on
non–registered search terms such as business consultancy tasks like “IT management
consultancy organization in UK, excluding McKinsey from the search term or displayed results
of McKinsey being on the 3rd or 4th page.
Email
The Mckinsey release regular emails to their registered e-mailing list containing names of
potential consumers. Mails are sent to potential clients and discounts and offers are offered to the
same. This iscurrently performed in order to attract the clients, enhance the consumer base and
gain competitive advantages over the competitors. The list of potential consumers is created by
analyzing the yearly revenue of the local and international organization. Emails are generally
sent 2-3 times per week with the weekly offers. Occasionally emails are sent to potential clients
on Friday in case there is a special discount (Chaffey and Ellis-Chadwick 2019). When it come
to the delivery time of the emails, they are chiefly sent between 6 pm or all the time zones of
UK. The content of the emails are clear and specific. The subject line compellingly summarizes
the content. However, information like the previous achievements of the organization, the
efficiency of the same to provide an effective result to the client remains missing.
2b. Proposal
In the following paragraph, brief proposals in order to meet the objectives set by the Mckingsey
organization that is to enhance the number of consumers, revenue as well as to retain the existing
consumers while solving the internal communication issues has been provided.
Website
Considering the fact that website is one of the chief sources through which the potential
organization can enhance their knowledge about the organization, it is highly crucial for
Mckinsey and Company to deal with the issues associated with their websites in an effective
way.
1. Mckingsey needs to incorporate information associated with their contractual policies,
contract packages as well as insurance system so that potential clients who are visiting
their WebPages become well aware of the facilities provided by the organization to their
clients (Quinn et al. 2016). This will not only clear their basic questions but will also
enhance their urge to get their work one by the mentioned organization.
2. The FAQS of the official website of Mckinsey needs to be updated in order to ensure all
the necessary information can be obtained by the clients
3. Live Facebook Feed ad Twitter feed needs to be integrated with the official page of the
mentioned organizations
4. Strong linkage with the Social media platform should be there throughout

7MARKETING
5. The content of the website must be created in order to attract the clients on a regular basis
6. Drop down boxes needs to be developed in order to ensure easy navigation through the
official website
7. Latest YouTube videos should be included above the fold on the home page of Mckinsey.
8. The Email signs up and advance booking button should be added to the home page.
Mobile
Considering the fact that majority of the potential clients checks the websites of the management
consultancy agencies from their smart phones on the go mobile optimization is highly significant
for the Mckinsey organization in order to retain the existing consumers as well as enhance the
number of clients. So it is proposed that the mobile optimizing website needs to be installed in
order to enhance the experience of the users while they reach the website of McKinsey and
Company. This will not only increase the number of times application has been used by new
users but will also lessen the existing bounce rate which is estimated to be around 56.78%.
Intranet
Considering the fact that the organization currently uses the hierarchical model for
communication through intranet, this is delaying their communication. In order to deal with this
issue, the organization can opt for star model of intranet communication (Dodson 2016). This
model will help the employees directly connected to the upper management which in turn will
speed up the whole communication. This strategy will help the organization to retain its
consumers by submitting their assignments within the stipulated deadline while not
compromising with the quality of the same.
Another major option that can speed up the internal communication of the mentioned
organization includes work zone. Work zone is used by a good number of management
consulting organizations since its structure can be modified. The Work zone system includes
exceptional training as well as support. Such a strategy implies that teams who employ this
application will generate all its benefits, for instance approval workflow, file distribution,
comment feature, task distribution and others.
Social media
Facebook, Instagram and Twitter
Regular communication with the visitor of the organization is highly crucial. For this,
Mckinsey needs to recruit employees so that each and every questions and query from potential
clients can be answered (Dodson 2016) Communication through social media platforms like
Facebook is not only cost effective but also has the potential to enhance the relationship between
the client and the management.
The social media updates should be regular instead of periodic. Enhancement in the frequency of
updates will help the organization to enhance their potential to deal with the clients.
Frequent live and social media campaigns need to be developed n order to attract the clients

8MARKETING
Promotion should be done by posting interesting videos, posting interesting and informational
contents and achievement on the social media pages.
Search Engine optimization
With the intention of increasing the number of visitors in their official webpage and thus
enhance the brand awareness, McKinley needs to implement effective search Engine
optimization (Todor 2016) The digital marketing team of the mentioned organization needs to
work very thoroughly with the internal Web and Marketing Team in order to continue brand
optimisation and work on non– registered key terms. This is continuing but exceptionally cost
operative. It is suggested that:
 Put into practice alt labels for pictures and video content uploaded on the website to
increase page optimisation.
 Strategize detailed key phrases for every section of the official website of the
organization.
 Incorporate internal training related to SEO with selected employees.
 Optimisation of content by the use of social media platforms.
Emails
Promoting the introduction of social media promotions to the subscribers
Conducting the search for potential consumers on the basis of their needs of management
consultancy
Planning as well as scheduling an additional email to be distributed on the topic of the blog posts
as well as to the YouTube uploads
2c. Critical Achievement Factors
(Rank 1 points out the maximum importance and follows from there)
Objective 1
Critical Achievement Factors Risks if not accomplished
Increasing the daily client portal website traffic
by 15% each moth
Lack of optimization will result in lack of
visits to potential clients (Baltes 2015). This, in
turn, will result in failure in the achievement of
the goals of the organization
Less than 5 consumer communication loss due
to long time queue waiting for online customer
helpline communication
Losing consumer faith on online 24x7
consumer helpline support
Objective 2
Critical Success Factors Risks if not accomplished
Mobile software average loading time within 5
second for official website opening of
657 potential clients have searched the
Mckinsey Website via mobile application in

9MARKETING
Mckinsey. the last 6 months. This can be considered as
an elevated risk since once visitors search the
mentioned site, they will be prevented from
using it again. Bounce rate therefore will
remain elevated as the website might show
complications of navigation through mobile
applications.
Pay per click hyperlink driven traffic increase up
to 15% for each month.
Unable to increase the market reputation and
brand recognition through pay-per-click
hyperlinks (Rose et al. 2016).
Zero negative marketing rate and zero negative
marketing post sharing within the consumer
social media pages
Decline the consumer reputation and
consumer traffic inflow in the organisation’s
website

10MARKETING
Reference List
Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V, 8(2), p.111.
Boyles, J.L., 2016. The isolation of innovation: Restructuring the digital newsroom through
intrapreneurship. Digital Journalism, 4(2), pp.229-246.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Dodson, I., 2016. The art of digital marketing: the definitive guide to creating strategic, targeted,
and measurable online campaigns. John Wiley & Sons.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing:
A holistic framework. Journal of Business Research, 70, pp.118-126.
mckinsey.com 2019. Digital Marketing | Marketing & Sales. [online] McKinsey & Company.
Available at: https://www.mckinsey.com/business-functions/marketing-and-sales/how-we-help-
clients/digital-marketing [Accessed 23 Jan. 2020].
Quinn, L., Dibb, S., Simkin, L., Canhoto, A. and Analogbei, M., 2016. Troubled waters: the
transformation of marketing in a digital world. European Journal of Marketing, 50(12), pp.2103-
2133.
Rose, L.H., de las Nieves Herranz, M., Nowlan, S.J. and Schumacher, M.R., CONVERSANT
Inc and CONVERSANT LLC, 2016. System And Method To Estimate The Incrementality
Delivered By Online Campaigns Based On Measuring Impression-Level Digital Display Ad
Viewability. U.S. Patent Application 14/579,672.
Sachinuppal.files.wordpress.com 2018. How Companies are Using Online MarketingA
McKinsey Global Survey. [online] Sachinuppal.files.wordpress.com. Available at:
https://sachinuppal.files.wordpress.com/2008/03/mckinsey-how-companies-are-using-online-
marketing.pdf [Accessed 23 Jan. 2020].
Sexton, D.E., 2015. Managing brands in a prickly digital world. Journal of Advertising
Research, 55(3), pp.237-241.
Sexton, D.E., 2015. Managing brands in a prickly digital world. Journal of Advertising
Research, 55(3), pp.237-241.
Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V, 9(1), pp.51.
Uhl, A. and Gollenia, L.A., 2016. Digital enterprise transformation: A business-driven approach
to leveraging innovative IT. Routledge.