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Download the Report : State of Marketing 2012
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REPORT

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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RELEVANT CONTENT
TABLE OF CONTENTS
QUALITATIVE INTERVIEWS

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


CHARTS

Featuring 22 research charts
 

AAMCO: John Bachinsky

Avaya: Paul Dunay

Berry Network: Alan See

Best Buy: Drew Panayiotou

Burger King: Michael Kappitt

Chipotle: Todd Foster

Coca-Cola: Darren Marshall

Coldwell Banker: Michael Fischer

Denny's Corporation: Frances Allen

DIRECTV: Brad Bentley

Dunkin' Donuts: Dave Tryder

Eastman Kodak: Jennifer Cisney

eBay Classifieds U.S.: Martin Herbst

ERA: Anne Blumenstein

Farmers Insurance: John Ingersoll

Gilt Groupe: David Zucker

Gowalla: Andy Ellwood

Grupo BBVA: David Villaseca

KIA Motors: Michael Sprague

Kimpton Hotels: Lisa Demoney

LG Electronics: Dermot Boden

Macy's: Nancy Slavin

MMA: Paul Berney

SAP: Salim Ali

Sears Hometown Stores: David Buckley

Wells Fargo: Alan Gellman

CMO Council Contact
Donovan Neale-May
Executive Director
408.677.5300 x5333
donovan@cmocouncil.org

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