http://www.booz.com/ms-foresight Booz & Company's perspective on how to create essential advantage in Marketing & Sales Wed, 23 May 2012 12:37:20 -0500 http://www.booz.com/media/image/boozco-logo_for_rss.gif http://www.booz.com/ms-foresight 88 30 http://www.booz.com/media/uploads/BoozCo-Mobile-Commerce-Collaborate-Succeed.pdf?gko=96b57 With the rise of the smart phone and emergence of contactless transaction technology, m-commerce seems to have reached its tipping point. Market players who have been scrambling to offer compelling m-commerce propositions now must act decisively to get a foothold. The role of m-commerce has also expanded--while in the past it served as a 'new way to pay', today it is becoming an integrated part of the end-to-end customer experience. Mobile technologies can be used to locate stores, track purchases and even make payments at the point of sale. Given the number of capabilities required to achieve credible scale in this burgeoning market, the likely winners will be those who are willing to collaborate. by Michael Knott, John Miles, Edward Boyes Tue, 11 Oct 2011 02:00:00 -0500 http://www.booz.com/media/uploads/BoozCo-Mobile-Commerce-Collaborate-Succeed.pdf?gko=96b57 http://www.booz.com/media/uploads/BoozCo-Multi-Channel-Customer-Management.pdf?gko=96b57 Companies in today's growing consumer markets increasingly recognize the need for holistic customer relationship management (CRM). They can miss out on profits when they make decisions based on individual channels or a siloed view of the client relationship. Investing in technology and capabilities that integrate data and client treatments across channels allows better insight into customer behavior, delivering a more consistent experience along the customer journey. Customers benefit from more choice and better service, while businesses reduce cost and enjoy greater up- and cross-selling opportunities. by Dr. Michael Peterson, Dr. Florian Grone, Dr. Karsten Kammer, Julius Kirscheneder Tue, 11 Oct 2011 01:59:00 -0500 http://www.booz.com/media/uploads/BoozCo-Multi-Channel-Customer-Management.pdf?gko=96b57 http://www.booz.com/media/uploads/BoozCo-Segmentation-Customer-Centric-Operating-Model.pdf?gko=96b57 Customer segmentation can be a powerful tool for B2C companies taking a client-centric approach to improving their businesses. As transaction-intensive companies increasingly digitize their business models, their ability to capture data about customers grows. However, many of these companies struggle to monetize the insights afforded by the process. Key to avoiding pitfalls in segmentation is identifying the operating model changes required to make use of segmentation results and insights. Clarifying its purpose at the outset, and adopting the model across all business units and functional departments, will maximize the benefits of customer segmentations and lead to transformational change. by Corey Yulinsky Tue, 11 Oct 2011 01:59:00 -0500 http://www.booz.com/media/uploads/BoozCo-Segmentation-Customer-Centric-Operating-Model.pdf?gko=96b57 http://www.booz.com/media/uploads/BoozCo-Marketing-Identity-Check.pdf?gko=96b57 As consumer technology evolves, the proliferation of social and mobile buying channels allows companies to engage in more robust customer relationship management (CRM). With so many ways to reach and learn about customers, marketing units are called upon to contribute more than ever before to the overall growth of their companies--but many marketing budgets remain static. In response, marketers must think wisely about how to invest in differentiating capabilities for their companies. Instead of broadly allocating resources to the building of several capabilities, they should hone in on two or three capabilities that will give them an edge in the marketplace. If they develop these in ways that are aligned with their company's overall strategy and culture, while fostering the right talent and putting the right leadership in place, they will gain the right to win. by Thomas Ripsam, Yogesh Pandit, Caren Fleit, Jennifer Carroll Mon, 14 Mar 2011 01:50:00 -0500 http://www.booz.com/media/uploads/BoozCo-Marketing-Identity-Check.pdf?gko=96b57 http://www.booz.com/media/uploads/The_Rise_of_Social_Apponomics.pdf?gko=96b57 With the growing popularity of community-driven sites, smart retailers are looking for ways to garner more revenue from online interactions. The way to do this is through "social apponomics," which combines the use of social media, community-based marketing, and tailored applications to manage customer relationships and turn product buzz into profits. A multimedia, multichannel consumer experience that is both personalized and community-focused allows consumers themselves to help generate content valuable data for marketers. By knowing how to use this data, social apponomics companies enjoy lower customer acquisition rates, higher sales conversion rates, and higher repeat purchase rates than other companies. by Matt Anderson, Gregor Harter, Henning Hagen, Stefan Plenge Mon, 14 Mar 2011 01:49:00 -0500 http://www.booz.com/media/uploads/The_Rise_of_Social_Apponomics.pdf?gko=96b57 http://www.booz.com/media/uploads/BoozCo-Campaigns-Capabilities-Social-Media-Marketing.pdf?gko=96b57 Social media is now the fastest and most influential medium for connecting consumers with brands. By leveraging engagement opportunities on Facebook, Twitter, and YouTube--the "Big Three" social media platforms--marketers can now reach consumers on an unprecedented scale. However, to ensure success, leading companies are transforming their capabilities and making social media a bigger component of their marketing mix. The old model of planning and executing a message campaign on a static schedule only spotlights a brand, but brand management can now take a personal, real-time and content-based approach, focusing on organic interaction with and feedback from customers. Social media is the "operating system" for consumers' daily lives, and companies that invest in capabilities around online community management, content development, and real-time analytics will stand out. by Christopher Vollmer, Karen Premo Mon, 14 Mar 2011 01:48:00 -0500 http://www.booz.com/media/uploads/BoozCo-Campaigns-Capabilities-Social-Media-Marketing.pdf?gko=96b57