Strong digital marketing is essential for modern businesses, with personalization shifting from a "nice-to-have" to a necessity. With 71% of consumers expecting tailored experiences and 76% frustrated when those expectations aren’t met, businesses face immense pressure. 

McKinsey’s March 2025 acquisition of ET Medialabs (ETML), India’s leading performance marketing and analytics agency, enhances their ability to help clients craft more precise, customer-centric strategies that boost engagement and conversion rates. As McKinsey senior partner Eunjo Chon shared “Typically, it takes six to 12 months to see impact from digital marketing. We’re seeing it immediately.”

This strategic move underscores a larger trend in digital marketing: personalization at scale. Today’s marketing isn’t just about automation; it’s about delivering relevant, timely experiences that directly address consumers’ needs. The future lies in blending advanced technology with human insight, ensuring every interaction feels personal, timely, and relevant. To thrive, companies must optimize their technology, talent, and data to create smarter, more personalized interactions in real-time—for example, marketing leaders who prioritize understanding their customers’ needs are growing 28 percent faster than their peers. 

As digital marketing continues to shift, consulting firms will play an increasingly vital role. Those that help businesses navigate the complexities of personalization at scale, blending tech with human understanding, will lead the way.