In an ever-changing world, consumer needs and expectations are rapidly evolving. And digital marketing organizations must understand these shifts, and respond quickly to them. BCG helps companies develop the human and technical capabilities that foster speed, precision, and growth.
Digital channels are essential social and economic infrastructure. COVID-19 accelerated this trend, as consumers moved online at an unprecedented rate and digital became—as it will remain—a critical enabler of business continuity. Not surprisingly, CMOs are under increasing pressure to boost the performance of their digital marketing strategy and capabilities.
The key is to be built for the future, leveraging the right mix of human and technical enablers: the skills, processes, marketing analytics, KPIs, and ways of working that create value and growth. With so many pieces to fit together, finding the ideal framework for digital marketing might seem like an impossible goal. But it can be done.
By taking a bionic approach, we help identify, develop, and implement all the components for digital marketing transformation. Our digital marketing consultants work with clients to define outcomes—and build an agile, integrated, sustainable digital marketing framework for achieving them. We can do this because our expertise spans the breadth of strategy, technology, and digital optimization:
BCG’s digital marketing consultants have tackled challenges across industries. We combine experience in traditional marketing with deep knowledge of the models, technologies, and platforms that support—and shape—digital marketing strategy. We also leverage proprietary BCG tools:
Marketing Catalyst by BCG is a cloud-based platform that helps companies make data-driven decisions in allocating their marketing budget. It unleashes the power of analytics, giving leaders a fact-based lens—and insight on likely short- and long-term returns—as they choose among the many channels and initiatives in which they can invest.
Lighthouse by BCG is a data and analytics platform that helps companies understand, and respond to, rapid shifts in demand. It captures real-time signals from thousands of sources to support next-generation forecasting—so companies can turn intelligence to action, optimizing their marketing strategies and resource allocation in volatile times.
MAKER’s mission is to build capabilities instead of dependencies—to provide companies with the digital tools, knowledge, and resources that let them take control of their digital marketing transformation. Powered by the depth and experience of BCG’s digital experts, MAKER fosters self-sufficiency, emphasizing the upskilling and enablement that, over time, lets us step aside. And lets our clients keep moving ahead.
We partner with the world’s leading brands on all facets of digital marketing, with a particular focus on data-driven marketing and marketing analytics. Some of our recent collaborations include:
Making the Most of Consumer Data at Nestle
The food and beverage giant partnered with BCG to identify impact, drive value, and make better decisions across its brands in France.
Global retail convenience company. We helped lead an end-to-end marketing transformation for one of the world’s largest convenience retailers to achieve $200 million in-year growth—on a path toward more than $1 billion in annual impact. Our digital marketing consulting experts redefined marketing execution through over 100 pilots in all channels and shaped a vision for a new retail media division. And we fully integrated an agile-squad model to upskill their teams for sustained impact.
Global automaker. We helped a leading automobile manufacturer transform—and take control of—its digital marketing by building internal capabilities and adopting an agile, test-and-learn approach. Our digital marketing consultants worked with the company to launch more than 40 pilots in six months, upskill its teams, and create a 40-person digital lab.
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