The New Marketing Realities
The New Marketing Realities
The New Marketing Realities
1. TECHNOLOGY
With the rapid rise of e-commerce, the mobile Internet, and
Web penetration in emerging markets, the Boston Consulting
Group believes brand marketers must enhance their “digital
balance sheets.” Massive amounts of information and data
about almost everything are now available to consumers and
marketers. Even traditional marketing activities are
profoundly affected by technology.
2. GLOBALIZATION
Marketing balance
Marketing accountability
Marketing in the organization
MARKETING BALANCE
The ideal is retaining winning practices from the past while adding
fresh approaches that reflect the new marketing realities.
MARKETING ACCOUNTABILITY