Reshaping Global Engagement

Today’s digitally-connected consumer seeks more localized, personalized experiences that are relevant to their own cultural context and situation. Yet 73 percent of global marketers feel only partially prepared to deliver on those expectations.

This report, produced in partnership with The CMO Council, reveals that marketing operational structures may actually be keeping the customer and brand apart. Indeed, global marketers are struggling in a battle between the efficiency of centralization and the effectiveness of localization, causing them to re-think their current mar-ops strategies.

Key findings in the research include:

  • 82% of CMOS say their local market intelligence is just "OK"
  • 57% of CMOS believe a lack of localized intelligence has had a negative impact on their success
  • 42% of CMOS admit their strategies and campaigns are often out of touch with the local consumer