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Brand Automation for Local Activation: Connecting Customer Engagement Into Measurable Local Strategies
This in-depth analysis reveals that even in the face of constrained budgets and overly taxed resources, marketers are optimistic that through improved targeting, relevance and measurement, optimization is possible, even at the most local, one-to-one customer level. However, to maintain brand image and effectively impact the bottom line, marketers will need to rethink the people and processes that connect local sales activation across their often vast and complex sales networks. Through an online quantitative audit of senior marketers regarding the mandates, challenges and opportunities presented in localization, the CMO Council set out to identify where and how marketing mindsets must shift to best capitalize on local potential. The audit of 296 senior marketers was conducted between November 2012 and February 2013. Best-practice leaders from brands including Arby’s Restaurant Group, Carhartt, CAR-X, Celestial Seasonings, Dell, Farmers Insurance, FedEx, Red Robin, Scott Kay, Sears Hometown Stores, The North Face and Wells Fargo Advisors were interviewed to illustrate how industry pacesetters are challenging systems and establishing platforms that enable a more efficient and effective local marketing strategy. This report contains a comprehensive summary of findings, along with insights from best-practice leaders from local marketing automation experts. And, Balihoo, who share their prescriptive insights into how and where marketing can reshape its definition of automation. The full report features detailed findings including charts and graphs outlining the 38-question online audit.