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

Transforming B2B Sales

To capture the business value of predictive AI and generative AI, companies need to change the way they interact with customers. Salesforce’s Jean-Marie Pierron and BCG’s Adolfo Magan discuss a framework that can help telcos reshape B2B sales.


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.

Tech Is Cooling Off. B2B SaaS Is Not.

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.

Digital Marketing and Privacy

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What’s Next in Video Advertising?

BCG, Google, and Omnicom Media Group are laying the groundwork for “unified video,” a holistic approach that reduces the complexity of decision making and helps advertisers sync their spend with the media that their target audience consumes.

Capturing Mind Share with Precision Branding

Marketers need to know if a campaign is working now, not several months from now. First-Fast Response, BCG’s precision-branding metric, drives impact by delivering fast, targeted insights.

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

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

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Filling the Empty Chair: Future of Consumer Intelligence Series

The consumer intelligence available to organizations has grown exponentially in recent years, yet many have struggled to translate that into improved outcomes. Here’s how leaders are leveraging AI and GenAI to better harness that data and generate insights.

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

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

Smarter Retailer Promotions for a Saturated Market

Overwhelming consumers with elaborate promotions, discounts, coupons, and loyalty rewards can weaken consumer loyalty, tarnish brand reputation, and suppress new revenue opportunities. Instead, retailers should adopt a streamlined, customer-centric approach.

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