Marketers need to reorganize their approach in the digital era and move away from a campaign model, instead making sure to offer something to each individual customer based on their current need or desire, McKinsey's David Edelman says in this interview. Digital isn't just an add-on, but must lead to a change in "the way you're operating, because it is about using data, faster cycle times, [and] more interactivity with more empowered customers," Edelman says.

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