July 17th, 2017 by Oren Smilansky

Businesses are struggling to craft and deliver brand messages that meet the location- and market-specific expectations of their global customers, finds a recent report from the CMO Council and HH Global.

According to the study, “The Age of the Adaptive Marketer,” less than a third of the 150 senior marketing professionals polled felt their organizations or agencies were doing a good job at spreading their campaigns to global audiences in a timely fashion. Close to two thirds of the respondents rated themselves as “below satisfactory” in their ability to translate and adapt their materials across the various markets and channels they cater to. And only 33 percent said that their teams were “advanced” or “doing well” at simultaneously executing at a local and global level.

“At a time when the customer has higher expectations than ever for relevance and personalization of content and brand interaction, marketing organizations will need to step up their game when it comes to brand content adaptation to address geographic, cultural, customer and other differences,” Donovan Neale-May, executive director of the CMO Council, said in a statement. “Past research has shown that adaptation of marketing strategies and content can be a major enabler of sales and brand success. Yet most companies have a long way to go in order to get it right.”

Yet while companies realize it’s important to reach out to audiences with messages that are tailored to their native language, jargon, and culture, they’re being held back by costs, time constraints, process inefficiencies, and a lack of tools.

To improve such efforts, the CMO council recommends 1) taking steps to understand their customers’ local context; 2) determining their brand’s core identity and defining parameters, and; 3) establishing the proper platforms and systems to streamline processes and measure success.

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