82% of global marketers think their local market intelligence is just “OK”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 12, 2019, 6:36 AM UTC

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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