Localized marketing has become a critical area of strategic focus and competitive advantage for brands. Yet, just 12 percent of marketers believe they have highly evolved campaigns and analytics on a local level in contrast to nearly 50 percent who see themselves as underperforming or needing new strategic thinking and capability development in local marketing. In this study – “Localize to Optimize Sales Channel Effectiveness” – the CMO Council reveals that 86 percent of national marketers surveyed intend to look for ways to better modify, adapt and localize their marketing content, messaging and prospect engagement practices. Findings from the online survey of 300-plus members across all leading industry sectors indicate traditional print and broadcast/cable media are losing ground to more targeted, personalized, interactive and measurable forms of local engagement across diverse audiences and communities are included.
In addition to quantitative research, the Localize to Optimize study also sourced perspectives from more than 20 leading brands, including senior marketers at: AAMCO, Arby’s, Avon, Best Buy, Blue Cross Blue Shield, Burger King, Chipotle, Coca-Cola, Coldwell Banker, Denny’s, DirecTV, Dunkin’ Donuts, eBay Classifieds, ERA, Farmers Insurance, GNC, Gilt Groupe, Grupo BBVA, LG Electronics, Macy’s, Marriott ExecuStay, Ritz-Carlton Group and Toyota. In addition, leading academics and subject matter experts on the faculty of the program contributed valued insights and impressions. (Published: 2011)