マーケティング・セールス 最近の論考

マーケティング・セールス機能は、パーソナライズされた顧客体験が当然とされるようになるなかで、大きな課題と機会に直面しています。デジタル・マーケティングの進化が自社の事業にとってどんな意味があるかを考えるうえでBCGの論考がお役に立てば幸いです。


Featured Insights

おすすめコンテンツ

Covid-19 Consumer Sentiment Survey - JP

POST COVID-19の消費者心理を読み解く

BCGは、日本全国の消費者を対象に、新型コロナウイルス感染症拡大による消費者意識の変化に関する調査を実施しました。「家庭生活重視」へシフトする消費者の価値観や、直近の物価高に対する消費動向について分析しています。

デジタルマーケティング成熟度の向上

デジタルマーケティングが多くの企業の注目を集めていますが、デジタルマーケティングに習熟し、あらゆるチャネルにわたりダイナミックに実践できている企業はごくわずかです。

Sales and Channels

The Unified Theory of Strategic Pricing - Hero

The Unified Theory of Pricing

Business leaders have long wanted to make pricing simpler, more rewarding, and less frustrating. BCG’s Strategic Pricing Hexagon consolidates disparate pricing ideas into one master structure.


Highlights from the 2023 Cannes Lions International Festival of Creativity

B2B Marketing

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Resilient Pricing for an Uncertain World

The longer the threats of inflation, recession, and disruption persist, the more B2B companies will need to use a wider range of pricing options to maintain strong financial performance.

B2B Marketing in a World Without Cookies

Faced with stricter government regulation of third-party customer data sharing and beefed-up privacy features in new operating systems and browsers, digital marketers must rethink their data strategies.

Digital Marketing and Privacy

Executive Perspectives: The Future of Sales and Marketing Is Here

Thanks in no small part to the pandemic, people are today spending more time—and more money—online than ever before. And we’re expecting the quality of our experiences to grow alongside our engagement. The future of sales and marketing requires bold new approaches and refreshed strategies.

Agile Marketing for a Digital World

When marketers face increased pressure and scrutiny, they can improve quality and increase efficiency by adopting the agile principles that have made product development efforts successful.

CMOs Must Act Now—and Plan for Later

Resilience requires CMOs to be nimble—investing in capabilities that can help their companies win now and those that will create competitive advantage over the next three to five years.

Marketing Organization

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Making Agile Work in Marketing

Agile principles can enhance the performance of marketing organizations––as long as companies apply the principles flexibly rather than adhering strictly to agile methodology.

Better Measurement, Better Biopharma Marketing Hero

Better Measurement, Better Biopharma Marketing

More patient and customer touch points and varied purchase pathways are rendering traditional marketing and sales measurement obsolete. Companies need a new, multipronged strategy to generate returns.

Consumer Insights

Don’t Overlook Your Mature Consumers

The 50- to 70-year-old demographic is a growing, multitrillion-dollar global market—but people in it are hard to engage with normal marketing. Here’s how to reach them.

FOOTBRIDGE OVER RIVER
Exclusive Download

The Future Is Mainstream Green: Introducing a New Growth Strategy

This is a guide for chief marketing officers to take green beyond niche and into the mainstream. Mainstream Green is about driving sustainable choices by all consumers, not just those who are moved by sustainable claims. To reach our collective climate ambitions, we need massive consumer change—a widespread embrace of new products, new services, new marketing, and new behaviors.

CMOs are well positioned to drive customer-centric change because they understand consumers’ concerns and aspirations and have a platform within companies to make change happen. By following this guide, CMOs can take practical steps toward helping us get to Mainstream Green.

Customer Centricity

What Will AI Do for Customer Experience?

What Will AI Do for Customer Experience?

A revolution is underway in personalized shopping, customer service, and marketing. Companies that successfully deploy generative AI can set themselves apart from the competition.

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BCG on Marketing, Sales, and Pricing

顧客の期待は高まっています。それに応える準備ができていますか。LINKEDINでBCGの最新の投稿をご覧ください。

Personalization

What’s Possible: GenAI and Customer Service

Customer interactions with brands will soon be transformed by a new breed of conversational chatbots offering no wait times, 24/7 access, and 100% recall of support information—at cost savings up to 80 percent.

Loyalty Programs Need Next-Generation Design

Customers today want more from loyalty programs than just discounts and points. Companies are adopting new ways to engage customers through personalization, subscriptions, communities, and partner ecosystems.

Social Commerce Is Remaking Online Shopping

If done right, this increasingly popular offshoot of e-commerce can benefit consumers, tech platforms, and brands. Here are four social-commerce archetypes companies can follow.

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