Browsing Tag

local market intelligence

Lack-Luster Localization Prompts Chief Marketers to Re-Examine Global Ops and Realign Agency Dynamics

CMO Council Research Reveals Battle for Balance Between Efficiencies of Centralization and Effectiveness of Localization as Marketers Eye Operational Shifts Needed to Reach Global Growth Goals   Chief Marketing Officers are suffering from an intense case of FOMO – the Fear of Missed Opportunities – as customers seek more localized, personalized experiences that are relevant to their own cultural context and situation. There is ample reason to understand the anxiety: Only 10 percent of brand leaders are feeling exceedingly…