Demystifying Global Consumer Choice
A nuanced understanding of what really drives buying decisions in the post-COVID-19 world is crucial to maximizing share in a target market.
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.
OEMs need to take immediate steps to look after their employees, manage their manufacturing, and stabilize their supply chains. But most important is to reestablish their market positions without slashing prices and sacrificing margins.
Autos represent one of the last areas of almost exclusively physical sales. The first companies to sell new cars online will be able to improve their market share and profit margins and reduce incentive spending.
Executives in B2B markets must take four steps to stabilize and increase sales in these turbulent times: respond, reflect, reimagine, and rebound.
Coronavirus has thrown markets and business into chaos. Read our five powerful strategies to manage your pricing through the crisis.
COVID-19 and the New Leadership Agenda
The COVID-19 outbreak underscores the need to be resilient in the face of transformative global risk.
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.
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.
Advertisers that raise their digital game report cost savings of up to 30% and revenue increases of as much as 20%.
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.
Companies need to know what works for each individual customer.
Customers expect a personalized shopping experience. All retailers—even leaders—must advance their capabilities to deliver it.
Tech-savvy companies know the answer, but they don’t hold all the cards. Banks should act now to create a win-win scenario for themselves and their customers.
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.
