No Shortcuts: The Road Map to Smarter Marketing
Companies invest staggering sums of money on marketing with surprisingly little rigor. Because measuring and optimizing spending on marketing is notoriously difficult, companies often rely on rules of thumb, such as spending as a percentage of revenues. A recent benchmarking study conducted by BCG and Marketing Analytics indicates that these shortcuts can be imprecise and unreliable. This report describes a better approach—one that encompasses all … [ Read more ]
Content: Article | Authors: Jens Harsaae, Kevin Richardson, Neal Rich, Rohan Sajdeh, Ross Link | Source: Boston Consulting Group (BCG) | Subjects: Best Practices, Marketing / Sales
Smarter Marketing for Tougher Times
Many companies allocate as much to advertising as they do to capital expenses, but they can only guess at the return on their marketing investment. BCG’s holistic approach, which is founded on zero-based budgeting, differentiation of investment levels by brand and market segment, and precise metrics, ensures that dollars are well spent. Applying it has helped companies free up as much as 20 percent of … [ Read more ]
Content: Article | Authors: Hubert Hsu, Jens Harsaae, Joe Manget, John Bogert | Source: Boston Consulting Group (BCG) | Subject: Marketing / Sales
Go-to-Market Advantage: The New Battlefield for Consumer Companies
As consumer companies make better products at lower cost, it becomes harder to differentiate among them. Therefore, advantage has shifted from supply-side capabilities to demand-side strategies, from upstream processes to the downstream go-to-market activities of pricing, trade spending, marketing, advertising, and sales. Today, success comes not just from raw data, but its transformation into strategic information. It is in organizing for adaptability and responsiveness that … [ Read more ]
Content: Article | Authors: Anthony Pralle, Jens Harsaae, Miki Tsusaka, Patrick Ducasse, Tomer Tzur | Source: Boston Consulting Group (BCG) | Subject: Marketing / Sales