National Marketers Looking to Localize Their Efforts Finds CMO Council Study

“Localization is the name of the game for national brands with significant field, channel, or network marketing organizations,” states Donovan Neale-May, executive director of the CMO Council. “The CtoB mindset of today’s market requires brands to move to digital platforms that allow them to customize messages or images, improve brand governance and deliver multi-lingual, multi-cultural campaign executions to diverse audiences that can vary by household, street, neighborhood, postal code, community or county line.”