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Localize to Optimize Sales Channel Effectiveness
Despite the homogenization of markets, media channels, and brand experiences globally, localization of messages, images, creative executions, offers, deals, and interactions is still critical to marketing effectiveness and customer relationship building across many business categories. It is enabling marketers to truly localize and customize campaigns by community and to accommodate factors such as climate, geography, ethnic composition, demographics, shopper-graphics, psychographics, politics, and even neuro-sensory influences. Clearly, localized marketing is becoming a critical area of strategic focus and competitive advantage for brands. "Localize to Optimize Sales Channel Effectiveness" reveals that the majority of national marketers surveyed intend to look for ways to better modify, adapt, and localize their marketing content, messaging, and prospect engagement practices, as very few feel their campaigns are highly evolved on a local level. This report focuses on helping marketers optimize the delivery of localized marketing support through multiple media channels to best meet consumers where they are.
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I. Campaign Introduction II. Research Scope III. Leadership Committee IV. Executive Summary V. Detailed Findings VI. Chief Marketer Perspectives VII. Faculty Expert Views VIII. Sponsor Contributions XI. About the CMO Council
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