
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。
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。
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。
マーケティングは急速に変化しています。テクノロジーやツールは進化し続け、デジタルチャネルはますます分散していきます。
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。
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.
Many companies are using the DTC model to engage with consumers, rather than sell to them. It’s proving to be a more cost-effective way to scale.
The sales model, retail infrastructure, and aftersales business are all under pressure. But by acting in five key areas, auto distributors and importers can address challenges and seize new opportunities.
The subscription business is no slam dunk, but a few companies have figured it out. Here are three things providers must do to win.
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.
The B2B software-as-a-service model segment is growing about ten times faster than any other. Here’s a playbook to continue the growth trajectory.
Rising customer expectations mean software companies are increasingly “verticalizing” their products, marketing, sales, and ecosystems—adapting them to distinct industry needs and use cases.
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.
It’s time to look at pricing decisions in a new light. Game Changer: How Strategic Pricing Shapes Businesses, Markets, and Society not only exposes the flaws in current pricing models, it also explains how the right pricing strategy can change the trajectory of your business, your industry, and in many cases, society as well.
Learn moreGenAI technology is already enhancing marketing efficiency and productivity. Managed responsibly, it can positively reshape the role and influence of the CMO.
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.
The evolution of the metaverse could be a disruptive event requiring dramatic changes to the way you do business. Is your company ready?
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.
Agile principles can enhance the performance of marketing organizations––as long as companies apply the principles flexibly rather than adhering strictly to agile methodology.
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.
Reframing brand spending as a vital long-term investment helps companies build the resilience they will need when a downturn hits.
Should you continue to outsource your marketing capabilities or bring them in-house? As leading organizations have discovered, it doesn’t have to be either/or.
BCG and Shopify looked at 1 billion data points across more than 220,000 sites to determine the best ways for sellers to optimize their e-commerce conversion rates.
To nudge consumers toward more sustainable products, companies need to gain a deep understanding of consumer needs and motivations, and then devise strategies to change buying patterns.
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.
Taking green mainstream is all about understanding consumers and how they make choices—and then creating and communicating sustainable alternatives.
A revolution is underway in personalized shopping, customer service, and marketing. Companies that successfully deploy generative AI can set themselves apart from the competition.
Touchpoint-centric engagement could unleash massive value for customers and businesses. Taking just a few key steps will help companies reap the rewards.
How can businesses adapt to fast-evolving expectations? Here are the capabilities companies need to thrive.
Retailers and service providers should rethink where and how they deploy their sales agents in light of data that shows current approaches aren’t delivering the experiences consumers want.
BCG on Marketing, Sales, and Pricing
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A laser-like focus on transforming marketing for efficiency can be the elusive key to unlocking effectiveness and growth as well.
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.
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.
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.