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:
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:
Pierre-Yves Calloc’h, chief digital officer at Pernod Ricard, explains how BCG and BCG X helped the wine and spirits company build and deploy digital programs that have improved P&L by optimizing brand investment, promotion calendars, and sales activities.
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.
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:
This holistic suite of AI offerings is designed to maximize the growth potential of consumer packaged goods companies. It supports data-driven decisions across and within standard commercial functions including pricing and promotion, marketing allocation, product and service innovation, and route-to-consumer sales to improve strategy, planning, and execution.
Data Intelligence AI by BCG X is a data-to-solutions accelerator that sheds new light on customers, trends, and opportunities. From optimizing supply chains and product portfolios to creating more seamless and personalized experiences, our data intelligence platform uncovers your next—and best—step forward.
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.
BCG won the CODiE Award for Best Artificial Intelligence Driven Technology Solution for its tool Growth AI by BCG X. Growth AI’s holistic suite of AI offerings maximizes the growth potential of consumer packaged goods companies by supporting data-driven decisions across and within standard commercial functions, including pricing and promotion, marketing allocation, product, and more.
Moloco’s Sunil Rayan says sustaining performance for advertisers is a challenge when consumer behavior is changing. Driving optimal outcomes requires keeping models updated with real-time data.
Companies should prioritize content creation to build trust and engage audiences before launching products, says BCG’s Neal Zuckerman.
Top retailers on the BCG Personalization Index can achieve an estimated $570 billion in incremental growth by harnessing first-party data to make customer interactions faster, easier, and more convenient.
As GenAI drives the marginal cost of marketing content to near zero, the resulting speed, flexibility, and cost efficiency will transform how creative teams work.
Intel’s George Olexa talks about the creative power that AI is unleashing and the challenges brands face in engaging with audiences.
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.
