21 11, 2016

EVENT: Modern Marketing Masterclass

By | November 21st, 2016|Blog, Modern Marketing|0 Comments

Gone are the days of long lead times and careful planning in marketing. Modern marketing is a constant rush, and all companies are running to keep up. Join DoubleClick by Google, MightyHive and Bain & Company in San Francisco on December 14 for a one-day conference that explores the latest techniques and best practices in modern marketing. Guests will learn how leading companies are using creative innovation, Big Data and other approaches to design more effective campaigns. Speakers include John Fleming, former chief marketing officer of Walmart and CEO Walmart.com, and Brian Dennehy, former chief marketing officer of Nordstrom. When: Wednesday, December 14 from 9 AM- 4 PM Where: Google San Francisco at 345 Spear St. (at Folsom Street), 7th floor Please contact Monica Pearce at monica.pearce@bain.com or 1-415-627-1287. [...]

16 11, 2016

Online or Traditional Advertising, What’s Better for Brands?

By | November 16th, 2016|Consumer Products, Modern Marketing|0 Comments

Even the most data-driven company is working blindly when it comes to understanding what it gets from spending on digital advertising. Digital media is great for reaching a specific set of consumers with targeted messages quickly, efficiently and at a lower cost. But new Bain & Company research has determined that it is far less effective than traditional media in getting consumers to recall, that is, bring back to mind, an advertisement for a well-established fast-moving consumer goods product and may not be enough to increase their interest in purchasing the product. These findings emerged from research conducted for a major consumer goods company in a developed market, and are important for companies struggling to calculate their returns when determining the right mix of digital [...]

8 11, 2016

In Southeast Asia, E-commerce Has Cyber Monday-Sized Potential

By | November 8th, 2016|Blog, Modern Marketing|0 Comments

Cyber Monday started out in America as a cute way to promote online sales in the wake of Black Friday. Now it’s an important part of the critical Thanksgiving shopping weekend, generating $3 billion in sales last year. But that’s just a fraction of the sales on Singles Day—China’s Cyber Monday equivalent, which is celebrated on Nov. 11 each year. Last year, the number of purchases cleared using Alibaba’s payment service hit $14.3 billion on Singles Day. As people around the world embrace e-commerce as a primary means of shopping, retailers are naturally looking for the next Cyber Monday opportunity. My money is on Southeast Asia. While online retail penetration has reached 14% in both the U.S. and China, it’s a mere 3% in Southeast [...]

4 11, 2016

Beyond Tweets: Digital Lessons From Presidential Campaigns

By | November 4th, 2016|Blog, Modern Marketing, Social Media|0 Comments

This blog post originally appeared on Forbes.com. By Caleb Gardner In mid-October, not long after Donald Trump drew attention for his 3 a.m. tweets, I received an email from Hillary Clinton’s campaign inviting me to help canvass voters in Iowa, a short drive from my home in Chicago. The message noted that “1,500 of Hillary’s best supporters” had headed to neighboring states the weekend before, and now they wanted me to do the same. While that email may not have earned as much notice in the media as those early-morning tweets, it was arguably more strategic. The real innovations in digital communication in political campaigns are happening behind the scenes and on the ground. As the former digital director of Organizing for Action (OFA), the [...]

18 08, 2016

The Digical Lesson of Pokémon Go

By | August 18th, 2016|Blog, Customer Experience, Modern Marketing|0 Comments

By now, you’ve probably heard of the mobile gaming phenomenon that is Pokémon Go. Perhaps you’re even among the tens of millions of people who downloaded it at a record-breaking pace, making it the biggest mobile game in US history. The app taps the geo-positioning and camera functions of your smartphone, and encourages you to walk around your city looking to catch virtual Pokémon—short for “pocket monsters”—that pop up in seemingly random places. But their locations are hardly random: The game’s developers looked at years of Google Maps and other location data to find interesting and intuitive places to harbor Pokémon. And, not surprisingly, there are sponsored locations as well. Companies and marketers around the world are already working hard to tap into the game’s [...]

15 07, 2016

Tom Springer: Three Promises and Perils of Big Data (Video)

By | July 15th, 2016|Advanced Analytics, Modern Marketing, Video|0 Comments

While the application of Big Data offers huge opportunity, solution providers may be making big promises that reach beyond your company's needs and capabilities. Tom Springer, a partner in Bain's Advanced Analytics practice, discusses how to break through the hype and really benefit from Big Data. Read the Bain Brief: Three Promises and Perils of Big Data

15 07, 2016

Tobias Umbeck: Marketing and Selling to Digitally Empowered Business Customers

By | July 15th, 2016|Modern Marketing, Video|0 Comments

The traditional business-to-business sales game is changing as more digitally enabled business customers are doing much of their decision-making research before even contacting a sales rep. Tobias Umbeck, a partner in Bain's Customer Strategy & Marketing practice, discusses how B2B companies are updating their approach to tailor the selling process to the customer. Read the Bain Brief: Marketing and Selling to Digitally Empowered Business Customers

15 07, 2016

Mark Kovac: Marketing and Selling to Digitally Empowered Business Customers

By | July 15th, 2016|Modern Marketing, Video|0 Comments

ith the wealth of online information giving business customers unprecedented power, the traditional marketing and sales model has run its course. Mark Kovac, the global head of the Commercial Excellence Group within Bain's Customer Strategy & Marketing practice, recommends that B2B sellers upgrade their digital presence and redefine the role of the sales representative. Read the Bain Brief: Bought Not Sold—Marketing and Selling to Digitally Empowered Business Customers

15 07, 2016

Laura Beaudin: The Math Behind Marketing Magic

By | July 15th, 2016|Customer Strategy & Marketing, Modern Marketing, Video|0 Comments

Digital has unlocked tremendous potential for marketers to do things they've never been able to do. Laura Beaudin, a partner in Bain's Customer Strategy & Marketing practice, discusses what leading digital marketers do that sets them up for success. Read the Bain Brief: The Math, the Magic and the Customer

15 07, 2016

Mark Chong: Marketing and Selling to Digitally Empowered Business Customers

By | July 15th, 2016|Modern Marketing, Video|0 Comments

Leading marketers are able to use digital analytics to really understand what customers want. Mark Chong, a partner in Bain's Customer Strategy & Marketing practice, discusses three key ways that companies can succeed as traditional sales and marketing models change. Read the Bain Brief: Bought Not Sold: Marketing and Selling to Digitally Empowered Business Customers