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e-Category management: Picking the low hanging revenue fruit with eTailers and eRetailers

e-Category management: Picking the low hanging revenue fruit with eTailers and eRetailers
In many categories Internet sales constitute a growing share of the total volume sold. Consumer Packaged Goods (CPG) companies miss out on the potential of this channel, by not giving it the same attention as the bricks & mortar channel. Conversion can often easily be increased by basic fixes in the customer experience. A 1200 touch-point survey on shampoo, baby-food, coffee and jeans shows that... 

Why digital strategy NOW?

Why digital strategy NOW?
We see that most companies are thinking about their digital future. Well more or less…  Whilst most executives state that digital is an important issue on the company’s agenda, we see that the actual  execution of digital projects, initiatives and activities does not support this statement. Forrester states  that executives  don’t realize yet that digital disruption is a bigger deal they... 

New lead generation models to improve your marketing effectiveness

New lead generation models to improve your marketing effectiveness
With exponential growth of digital, lead generation is getting more challenging and dynamic than ever before. Interactive marketers increasingly aim to target consumers seamlessly across multiple touch points both on traditional and digital communication channels. The new trends in lead generation pose challenges to current models for reaching consumers. It is more and more difficult to get consumer... 

World Class Digital – Competing on digital competence

World Class Digital - Competing on digital competence
The pace of digital change is phenomenal. Every day new initiatives are started that will potentially shake up an existing industry. The new 3D printing shop that MakerBot opened this week in Mahatten is just such an example (BusinessWeek). To maintain competitiveness businesses must move beyond managing the digital world as a set of projects, focusing on on-line functionality, or the experience of... 

Closing the Marketing Gap

Closing the Marketing Gap
George S. Day from the Wharton School of Management, wrote an very true article with the title “Closing the marketing capabilities gap”. In this article George argues that marketers are being challenged by a deluge of data that is well beyond the capacity of their organizations to comprehend and use. Their strategies are not keeping up with the disruptive effects of technology-empowered customers;... 

Use lean to empower your customer touch points

Use lean to empower your customer touch points
From customized cars to customized interactions… In 1909 Henry Ford said, “Any customer can have a car painted any color that he wants so long as it is black”. Imagine the amazement of the Toyota factory manager 40 years later when he was asked to produce a different car for each customer. With the arrival of large volumes of chap, reasonable quality products from countries like China, you need... 
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