Palo Alto, Calif.—While 59% of national marketers say local demand generation is essential to business growth, only 7% have highly evolved campaigns and measurements in place to activate customers at the local level, according to a new study by the Chief Marketing Officer Council.
The report, “Brand Automation for Local Activation,” conducted in partnership with local marketing automation company Balihoo, was based on an online survey of 296 brand marketers, conducted in the fourth quarter of last year.
Only 8% of marketers surveyed said they are extremely satisfied with the way new product, pricing or promotional campaigns are executed by local field sales, reseller, franchise or partner networks.
Also, 52% said comprehensive brand campaign automation is necessary to improve ties between the head office and local customer-facing resources.
In other survey findings, 30% of marketers said they execute local campaigns within eight to 20 days of a national launch, while 31% said they require more than 30 days to distribute local marketing materials. Nearly one-third of marketers said this delay is due to a lack of resources.