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Digital Marketing & Personalization

New digital channels have precipitated dramatic changes in consumer behaviors and expectations. Businesses must respond by digitally transforming their marketing functions to better anticipate consumer needs.

According to the Adobe Digital Trends Report, marketing has changed more in the past two years than in the past 50. Digital has reshaped brand interactions across the purchase cycle. Consumers are increasingly willing to share information, expecting personalized experiences in return, and online competitors are on the verge of taking over customer relationships.

Personalization Requires a Digital Transformation

As digital budgets skyrocket, marketers struggle to accurately tie spending back to profits. Those who do are frequently underwhelmed by their digital ROI. Several challenges get in the way: agencies and publishers, compensated primarily on volume, do not have a direct incentive to eliminate wasteful spend; budgets tend to shift away from “top of funnel” tactics that have high ROI but are hard to measure; and becoming data-centric often requires an overhaul of legacy processes as well as adoption of a new technology ecosystem.

The Benefits of Personalized Digital Marketing Strategies

The Digital Marketing Revolution

Classic marketing techniques have no place in the digital age. It's time to accelerate organizational change.

Mastering the Art of Personalization

Personalization is more than a perk—it’s an imperative. Done right, personalization can increase growth rates by 6-10%. To achieve these results, brands must orchestrate conversations at an individual level with each customer, in the right channel and at the right time.

How BCG’s Data-Driven Marketing Approach is Driving Growth for Leading Marketers

By taking a data-driven approach, smart marketers can achieve a whole new level of growth, increasing revenue by 10% or more. BCG helps leading marketers to grow by deploying the right data and cutting-edge tools. Notable success stories include Diageo, L’Oreal, and Starbucks. Learn what success looks like for them—and what it might mean for you.

BCG’s Approach to Digital Marketing & Personalization

BCG’s digital marketing and personalization offering plays a unique role in transforming the capabilities of advertisers across industries and around the world. We see that a scientific approach, with thoughtful testing and close coordination between advertiser and agency, is essential to elevating performance. We bring experience that spans the breadth of strategy, marketing operations, marketing tech stock, and digital optimization in order to tackle our clients’ challenges with pragmatic and implementable solutions. Our unmatched personalization program creates a self reinforcing cycle of truly 1:1 customer experiences and deepening brand engagement, delivering value for both customers and the business. We do it by reshaping the way companies operate, to enable unprecedented cross-organizational collaboration.

Read More About Digital Marketing

Learn More About the Power of Personalization

Building Blocks of Personalization - Marketing & Sales

The Building Blocks of Personalization

Consumers expect an exceptional multichannel experience in exchange for their personal information. Decluttering the technology stack can help marketing organizations deliver.

Profiting from Personalization

Profiting from Personalization

Brands that create personalized experiences for customers are already seeing rapid revenue increases. The 15% of companies that really get personalization right will capture a disproportionate share of future profits.

Meet BCG's Experts in Digital Marketing and Personalization

  • Leads BCG's work in the restaurant sector
  • Digital
  • Personalization
  • Pricing and promotion
  • Leads BCG's work in digital and data-driven consumer engagement
  • Digital marketing
  • CRM
  • Advanced analytics in marketing and pricing
  • Leads BCG’s global work in marketing
  • Online strategy
  • Convergence
  • Digital home strategy
  • Marketing analytics
  • Pricing
  • Promotion effectiveness
  • Digital marketing optimization
Marketing & Sales