Mastering digital marketing and personalization means reaching the right customer with the right message through the right channel. This raises tough questions: How do we target customers effectively? How do we segment our customer base? How do we leverage digital marketing trends? We help companies uncover the answers—and develop an end-to-end digital marketing strategy.
The vast array of technical enablers offers many possibilities—but a lot of ways to get it wrong. We match companies with the tools that boost their capabilities in the ways that matter most. We help clients decide when to build, buy, or rent. And we ensure that their marketing technology stack is never more complex—or costly—than it needs to be.
Companies collect an unprecedented amount of data directly from their customers: transaction histories, online browsing behavior, loyalty program activity—the list goes on. This revolution in first-party data enables more personalized and more compelling marketing, but only when companies use the data in responsible and innovative ways. Our digital marketing consultants—working with technologists, scientists, programmers, engineers, and designers from BCG X—help clients develop the use cases, data governance, tech platforms, and ways of working that let them access, integrate, and unleash first-person data. So they can create both trust and value.
With thousands of providers in the marketing technology space, companies can quickly feel lost as they look for the right partners. We serve as a conduit between clients and vendors—something we’ve long done in our nonmarketing engagements as well. We constantly evaluate what is available, as well as the provider landscape, to identify the right vendor for the situation.
Marketers must adapt to rapidly shifting customer behavior and expectations. We work with companies to develop the processes and ways of working that foster speed and responsiveness. We bring a test-and-learn approach to marketing—so businesses can incorporate feedback and make changes quickly—while instilling an agile mindset.
Digital marketing will always be an evolving discipline. We lay the foundation for continual improvement: developing the platforms, skills, and governance that support marketing personalization and data-driven marketing. We also deploy best-in-class measurement, so CMOs can gauge how their marketing initiatives are performing and know where to focus to maximize returns.