categories suitable for digital marketing
Image by JamesB
Came across this McKinsey diagram from 1997ish today. Interesting measures – "potential for relationship building" and "fit with interactive media". I find myself agreeing pretty much with the relative location of the different product categories. Having tried recently to do some ‘community’ [fuck, hate that word – because there’s nothing vaguely community about what we’re really doing] for an FMCG I can say that it’s harder to build relationships around food products, than say software or music. Purely because people tend to care less.
But how do you measure ‘fit with interactive media’? Has this measure changed?
What do you think of this diagram…? what would you add / change?