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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

How to Avoid the Auto Industry’s Looming Price War

How to Avoid the Auto Industry’s Looming Price War

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.

COVID-19 and the New Leadership Agenda

The COVID-19 outbreak underscores the need to be resilient in the face of transformative global risk.

How BCG’s Data-Driven Marketing Approach is Driving Growth for Leading Marketers

By taking a data-driven approach, smart marketers can achieve a whole new level of growth, increasing revenue by 10% or more. BCG helps leading marketers to grow by deploying the right data and cutting-edge tools. Notable success stories include Diageo, L’Oreal, and Starbucks. Learn what success looks like for them—and what it might mean for you.

The Digital Marketing Revolution

Classic marketing techniques have no place in the digital age. It’s time to accelerate organizational change.

コロナ感染拡大下の消費者心理スナップショット:日本とアジア太平洋地域―さらなるデジタル世界へ(日本語)

消費者の心理や行動は、新型コロナウイルスにより大きく影響を受けています。そして、アナログな交流が制限されるなか、デジタルは必需品の購入や他者とのつながりを可能にし、世界はさらなるデジタル化へと進みつつあります。この論考では、日本、オーストラリア、インドの消費者心理と支出への影響、そしてデジタルへのシフトについて掘り下げます。

マーケティングの未来を創るのは今

テクノロジーの進化と消費者の期待の上昇を背景に、マーケティングは急速に変化しています。CMOやマーケティング部門はどうしたら遅れをとらずついていけるのでしょうか?

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。グーグルとBCGの共同研究の結果を基に、デジタルマーケティング成熟度向上を促進する6つのイネイブラーと、成熟度向上のための変革の道筋について概説します。

Building Blocks of Personalization - Marketing & Sales

The Building Blocks of Personalization

Consumers expect an exceptional multichannel experience in exchange for their personal information. Decluttering the technology stack can help marketing organizations deliver.

Mastering the Art of Personalization

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.

Profiting from Personalization

Brands that create personalized experiences for customers are already seeing rapid revenue increases. The 15% of companies that really get personalization right will capture a disproportionate share of future profits.

TED@BCG

Why Gender-Based Marketing Is Bad for Business

BCG's Gaby Barrios explains that to build better brands, companies must look beyond gender-based marketing.

Building a Better B2B Demand Center

Building a Better B2B Demand Center

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.

Marketing Measurement Done Right

Marketing Measurement Done Right

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.

Measuring the ROI of Customer Insight

Measuring the ROI of Customer Insight

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.

The Digital Go-to-Market Transformation in B2B and B2C Companies

B2C企業にとっての、デジタルGo-to-Marketトランスフォーメーション

B2C企業にとっての、デジタルGo-to-Marketトランスフォーメーション

B2B企業にとっての、デジタルGo-to-Marketトランスフォーメーション

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