National Marketers Looking to Localize Their Efforts Finds CMO Council Study

• Only 36 percent of marketers have a formalized process or system for tracking the impact of national brand advertising on local market development and customer acquisition. Some 61 percent either don’t measure this or have an ad hoc system for tracking national advertising effectiveness.

• Cable and broadcast television, local magazines, and radio reportedly deliver the least return on spend compared to top performers like local events, direct mail or FSIs, local partner or channel web sites, social networks and electronic messaging.