New Ideas in Marketing
Essential news for marketers, summarised by YouGov

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.

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[3 minute read]

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