McDonalds evaluates digital marketing strategy

McDonalds is focusing more on its digital marketing strategy as more of its customers start using the internet.

The fast food restaurant is keen to explore how it can engage consumers online and is keen to realign its current strategy with any emerging changes to habits, reports E-consultancy.

In an interview with the website, Jill McDonald, chief marketing officer in the UK and northern Europe, remarked that the company had enlisted the help of an expert to better understand the digital marketing landscape.

She said: “I really want us to take a step back as a brand and look at how we should be using the digital space.

“I felt we needed a bit more external expertise, and I’ve also appointed a digital manager last year to help bring the rest of my marketing team a little bit more up to speed on online marketing.”

Meanwhile, a new Search Help Centre has been set up by the Internet Advertising Bureau (IAB) and the Search Council to help firms with their online marketing strategies.