McDonald's serves up seven tips for digital success

This report details seven skills that marketers need for successful digital strategies that both build brands and drive sales, and is based on an address to the Internet Show Asia 2013 conference by Andrew Knott of McDonald's Singapore.

McDonald's serves up seven tips for digital success

Low Lai Chow

Successful digital strategies are defined by achieving two goals, and encouraged by developing seven distinct capabilities, Andrew Knott, vice president of media and digital, APMEA, at McDonald's Singapore, told delegates at the Internet Show Asia 2013.

Knott began by outlining the two main objectives of leveraging this channel: "One, build the brand: can I evolve the relationships my consumers have with my brand? Secondly, can I deliver the sales results? We're a restaurant; we can measure sales on a daily basis."

He then went on to discuss the seven...

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