Key Shifts Required to Achieve Responsiveness
Critical Omnichannel Touchpoints for Marketers and Consumers
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Reliance on marketing analytics to make decisions has increased from 30 percent to 42 percent of the time in the past five years.
Firms plan to hire 7.3 percent more marketers in the next year, the largest increase since 2012.
Chinese brands have increased in popularity in some categories, such as personal digital gadgets (63% of market in 2017, compared to 43% in 2012) and personal care (76% in 2017, up from 61% in 2012).
Up to 50 percent of target audiences ignores brand messages if not localized for the native language, local jargon, and cultural references.
65 percent of senior marketing executives believe visual assets are core to a brand’s story communication to consumers.
While 30 percent of marketers execute local campaigns within eight to 20 days of a national launch, 31 percent require in excess of 30 days to distribute local marketing materials.
Two thirds of consumers across every age group in the UK and Germany now like to receive individualized communications and more than half now claim to be happy to share personal information with brands.
Nearly one-third of marketers believe a delay in distributing local marketing materials correlates to a lack of resources and bandwidth to execute global and local campaigns.
About 61 percent of marketers don’t measure the impact of national brand advertising on local business performance or they have an ad hoc system for tracking effectiveness.
52 percent of marketers believe comprehensive brand campaign automation is necessary to strengthen ties between the head office and local customer-facing resources and touchpoints.
Only 8 percent of brand marketers are extremely satisfied with the way new product, pricing or promotional campaigns are executed and leveraged.
30 percent of marketers have embraced local marketing automation platforms, resources and tools versus 62 percent who either don’t have them or recently began evaluating these options.
27 percent of marketers believe localized marketing strategies result in differentiation, distinction and preference.
29 percent of marketers believe localized marketing strategies result in improved loyalty and advocacy.
67 percent of marketers believe localized marketing strategies result in greater customer relevance, response and return.
Fully 32 percent of brand leaders feel hindered by the cost of supporting the adaptation of creative content across different regions and handling the cost of localization at scale.
One in four brand leaders allocate up to 50 percent of budgets to the development and execution of local sales, marketing and engagement campaigns.
Nearly 49 percent of marketers believe localized marketing is essential to business growth and profitability.
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