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 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
マーケティングの未来を創るのは今
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。
How Price-Based Compensation Metrics Shape B2B Sales
B2B companies—especially ones in mature industries—can improve their financial and commercial performance when they incorporate the right price-based metrics into their sales incentive programs.
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.
What If B2B Companies Trusted Their Sales Intelligence?
Three common misconceptions are holding B2B sales organizations back from using advanced analytics and driving much-needed revenue and productivity growth.
Solving the Pricing Puzzle in Inflationary Times
BCG’s Jean-Manuel Izaret reframes inflation as a strategic challenge rather than a numerical one—and discusses how pricing games can help business leaders respond decisively.
Highlights from the 2023 Cannes Lions International Festival of Creativity
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With Precision Marketing, Brands Can Personalize Their Media Buys
Identifying all the touchpoints for consumers is challenging, but precision branding can help companies personalize approaches even to a broad and diverse audience. BCG's Javier Pérez Moiño explains. -
Generative AI Will Spark a Marketing Renaissance
The impact of GenAI is still reverberating throughout the marketing world, but BCG's Nicole Meissner is confident that the technology will unleash a new era of creativity. -
Competing with Marketers Using AI
AI is no doubt reshaping the world of work. But sometimes, it is doing so in unexpected ways. Google’s Marie Gulin-Merle joins BCG’s David Ratajczak to discuss what the technology means for marketing. One outcome? Marketers who are now able to focus on marketing. -
A Bright Future for Marketing
How are new technologies changing the relationship between brands and consumers? Akbar Hamid, founder of the creative consultancy 5th Column, shares his reflections on the changing landscape of marketing—and the opportunities that still lie ahead. -
Expanding and Diversifying Your Audience
Marissa Solis, Head of the Global Brand and Marketing for the NFL, gives her insights on how to produce content that engages an audience that’s becoming younger and more diverse than ever. -
How to Approach Marketing Investment with Precision Branding
With marketing budgets under pressure in a challenging business environment, CMOs can use precision branding to add value where it matters. Managing Director and Senior Partner David Ratajczak explains this important concept. -
Collaboration Across the C-Suite
CMOs can’t afford to work in a silo. They need buy-in from the rest of the C-suite. Marissa Jarratt, head of marketing and sustainability at 7-Eleven, talks with BCG's Lauren Weiner about the power of collaboration. -
Pace and Purpose
BCG X's Amaryllis Liampoti joins Pandora’s Jesper Damsgaard to talk through what will change and what should stay the same for brands navigating changing customer expectations and powerful new technologies.
B2B Customer Dynamics: The Weather Ahead
A survey of 2,700+ SMB decision makers finds a widespread mood of lingering pessimism but glimmers of positivity about their businesses’ economic outlook.
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.
Your Software Customers Need a Tailored Industry Approach
Rising customer expectations mean software companies are increasingly “verticalizing” their products, marketing, sales, and ecosystems—adapting them to distinct industry needs and use cases.
「Game Changer」 BCGの戦略的プライシングに関する新書籍
プライシングの意思決定に新たな観点で取り組むべき時です。「Game Changer: How Strategic Pricing Shapes Businesses, Markets, and Society」は、現在のプライシングモデルの欠陥をあぶりだすだけではなく、適切なプライシング戦略によって、いかに事業や業界の軌道、ひいては社会までも変えることができるかについて解説します。
詳しくはこちら（英文）
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.
Mindshare Matters. Now Marketers Can Measure It.
Marketers who measure mindshare can grow brand value more effectively than with traditional approaches.
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.
Marketing Science Is the Path to Profitability for Subscription Media
Subscription media companies need margin-based marketing approaches that let them reach high-value audiences cost effectively. Precision analytics and AI can help.
Why E-Commerce Retailers Should Act Like Startups
By operating their e-commerce unit like a digital startup business, traditional retailers can experiment freely, reward risk-taking, scale successes quickly – and unlock higher growth.
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.
Don’t Cut Your Brand-Marketing Budget. Rethink It.
Reframing brand spending as a vital long-term investment helps companies build the resilience they will need when a downturn hits.
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.
B2B Customer Dynamics: The Weather Ahead
A survey of 2,700+ SMB decision makers finds a widespread mood of lingering pessimism but glimmers of positivity about their businesses’ economic outlook.
Is Consumer-Led Growth a Thing of the Past?
It is not. You just need to know where to look for it—where to find resilient consumers who are confident about spending and saving.
Leading Online Shoppers to the Finish Line
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.
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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.
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.
Creating a Data Advantage in Marketing—With or Without Cookies
Companies should not delay their cookie-less future preparation. Moving to first-party data can provide companies with better information and richer customer relationships, as leaders demonstrate.
Reimagining the Customer Service Experience With GenAI
DEEP AI by BCG X brings transformative relief to customer service headaches—for customers and businesses alike. Learn more on WIRED.
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.
Touchpoints and the Revolution in Omnichannel
Touchpoint-centric engagement could unleash massive value for customers and businesses. Taking just a few key steps will help companies reap the rewards.
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。
Three Ways GenAI Will Transform Customer Experience
Companies need to use GenAI as an instrument, not a hammer, and focus on three initiatives that can deliver the most impact.
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.
How Bank CMOs Can Do More with Less
A laser-like focus on transforming marketing for efficiency can be the elusive key to unlocking effectiveness and growth as well.