CMO Council collaborated with Worldwide Partners to study readiness of marketers to deliver localised experiences.
The report reveals that 10% of global marketers feel their local market intelligence is “highly deficient” and 82% believe it to be just “OK”. 57% of the marketers surveyed felt that the lack of local market intelligence and insight had a negative impact.
This lack of local knowledge is considered as part of the reason for stalled relationship development initiatives by 37% of respondents. Only 10% of respondents are “exceedingly confident” of achieving their customer engagement and revenue goals with 73% feeling “partially prepared”.
Additionally, 64% of marketers would continue their relationships with their current agency partners for the next 12-18 months. But those anticipating this to change could bring some functions in-house. 28% of marketers will shift content marketing in-house and 26% would move customer intelligence in-house.
[3 minute read]