CMO Council finds marketers pursuing local

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Palo Alto, Calif.—The Chief Marketing Officer Council found that 86% of national marketers plan to look for ways to better localize their marketing content, according to a new study. The report, “Localize to Optimize Sales Channel Effectiveness,” was based on an online survey of more than 300 marketers, conducted during the second and third quarters. According to the study, 24% of marketers allocate more than half of their merchandising budgets to local programs, and 42% spend between 20% and 50% of their merchandising budgets on local marketing. However, nearly half of marketers believe they are underperforming when it comes to local marketing, and only 12% believe they have highly evolved local campaigns.
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