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...