Through an online quantitative audit of senior marketers regarding the mandates, challenges and opportunities presented in localization, the CMO Council set out to identify where and how marketing mindsets must shift to best capitalize on local potential. The audit of 296 senior marketers was conducted between November 2012 and February 2013. Best-practice leaders from brands including Arby’s Restaurant Group, Carhartt, CAR-X, Celestial Seasonings, Dell, Farmers Insurance, FedEx, Red Robin, Scott Kay, Sears Hometown Stores, The North Face and Wells Fargo Advisors were interviewed to illustrate how industry pacesetters are challenging systems and establishing platforms that enable a more efficient and effective local marketing strategy.
This report contains a comprehensive summary of findings, along with insights from best-practice leaders from local marketing automation experts. And, Balihoo, who share their prescriptive insights into how and where marketing can reshape its definition of automation. The full report features detailed findings including charts and graphs outlining the 38-question online audit.