National Marketers Looking to Localize Their Efforts Finds CMO Council Study

• Major obstacles or challenges to marketing localization include understanding local market dynamics or variables (31 percent); finding knowledgeable local market resources or experts (23 percent); and determining the right cost/benefit models when it comes to spend (23 percent).

• Top benefits and competitive advantages from localized marketing strategies and programs include: 1) greater customer relevance, response and return (67 percent); 2) better customer conversations and connectivity (40 percent); 3) improved loyalty and advocacy (29 percent); 4) brand differentiation, distinction and preference (27 percent).