The Surprising Resilience of Emerging-Market Consumers
Although anxiety over health and finances is high, attitudes remain surprisingly resilient. And some behavioral changes—including greater use of digital commerce and tools—are sticking.
As personalized customer experiences become the norm, marketing and sales functions face critical challenges and opportunities. Explore BCG’s latest thought leadership on marketing and sales to learn what the future of digital marketing means for your business.
Although anxiety over health and finances is high, attitudes remain surprisingly resilient. And some behavioral changes—including greater use of digital commerce and tools—are sticking.
Emerging from the isolation of the past 15 months, US consumers express optimism—some cautiously and others confidently—about resuming their pre-pandemic activities.
A nuanced understanding of what really drives buying decisions in the post-COVID-19 world is crucial to maximizing share in a target market.
How a Lighthouse capability can help companies navigate the uncertainty.
With e-commerce booming and privacy concerns growing, consumer brands are accelerating their online agendas.
Top brands use a clear strategy, robust measurement tools, and strong in-house tech capabilities to improve the customer experience and boost business results.
Retailers can supercharge their personalization efforts and start a virtuous flywheel spinning.
Today’s marketers need to demonstrate that their products and services are relevant to consumers. This requires access to first-party data, which depends on earning consumers’ trust.
Bloated pages, sluggish load times—and worse. Most companies have no clue how much these issues are undermining their digital marketing spend. The solution? Website quality management.
The ability to deliver individually relevant content at scale is the next frontier of marketing.
Companies need to know what works for each individual customer.
As the market rebounds, brands that have mastered just-in-time personalization and digital relationships—and built emotional connections with customers—will be the clear winners.
Customers expect a personalized shopping experience. All retailers—even leaders—must advance their capabilities to deliver it.
Personalization is more than a perk—it’s an imperative. Done right, personalization can increase growth rates by 6% to 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.
Consumers expect an exceptional multichannel experience in exchange for their personal information. Decluttering the technology stack can help marketing organizations deliver.
BCG's Gaby Barrios explains that to build better brands, companies must look beyond gender-based marketing.
To win in B2B markets, companies must expand the scope of account-based marketing to cover hundreds, even thousands, of target customers. The challenge with that kind of ABE is getting marketing, sales, and service to work together. Here’s how ABE leaders are succeeding.
Executives in B2B markets must take four steps to stabilize and increase sales in these turbulent times: respond, reflect, reimagine, and rebound.
Centralizing demand generation and lead management is a good strategy, but don’t underestimate its potential to transform your go-to-market approach and support capabilities.
B2B companies need to transform the way they engage customers, use data and technology, structure their organizations, and acquire new skills.
After a year of scrambling to transition to online sales, many companies still aren’t managing an effective approach. Here’s what’s tripping them up.
Advanced digital and data competencies—combined with human interaction and engagement—are indispensable to creating and scaling the high-quality B2B buying experiences that customers expect.
Revenues are down and will likely remain so for the rest of the year. But don’t panic. With a systematic day-to-day tactical response, companies can survive the crisis and thrive in the rebound.
Field teams can take five actions to overcome resistance to change.
Even in the wake of COVID-19, rising expectations, increasing complexity, and fast-paced change are continuing to transform marketing.
Marketers need partners more than ever. But successful partnerships take work.
Marketers able to accurately track what’s working can expect to see a 20% to 40% improvement in spending efficiency and as much as a 10% increase in effectiveness.
Marketers that successfully implement agile do so as a form of transformation—cultural as well as organizational.
Reconfiguring the company around journeys does more than improve the customer experience. It advances digital transformation and strengthens the capacity for ongoing change.
Despite the declining advantages of scale, global giants can compete against their smaller, nimbler rivals. But they need a new playbook.
Most consumer companies spend big bucks to learn about their customers, but they don’t understand the return on that investment. Take four actions to fix the problem.